Abstract
The advent of mobile Internet era brings both opportunities and challenges to understanding customer value in the field of customer relationship management. Traditional customer relationship management theory and practice focus on the transaction value created by individual customers and do not take into consideration enough to the huge potential commercial value behind the interaction and connection among people by means of online social services in the mobile Internet era. Towards this end, this study first analyses the new characteristics of customer behaviour in the mobile Internet era. Second, the study proposes the integrated customer value model in three dimensions of purchase value, interactive value, and marketing diffusion value with 13 indicators based on the complex network theory and RFM model, considering the value created by connection and interaction among customers. Finally, the study discusses the eight types of customer clusters and the corresponding differentiate customer relationship management strategies in the era of mobile Internet based on the integrated customer value model. This study enriches the theory of customer value in the field of customer relationship management and also helps company better practice the innovation and change in the management of relationship with customer in the mobile Internet era.
Highlights
Mobile Internet breaks the limitation of time and space and is changing the way of people’s communication and purchase
More and more people make use of the fragmented time to share product experience, marketing information related to brand, and even complaints of products in texts, pictures, web page links, and short videos with other people on the social media anytime and anywhere. e information on their sharing related to the brand spreads rapidly and broadly on the social media by forwarding from other people and influence on the purchase decision of the other potential customer by means of their online influencing power. e role of consumer in the relationship with the company becomes different as the changing of customer behavior in the era of mobile Internet
We propose integrated customer value model in three dimensions of purchase value, interactive value, and marketing diffusion value with 13 indicators based on the complex network theory and RFM model, considering the value created by the interaction and connection among customers from the perspective of a member in a group of the social network
Summary
Mobile Internet breaks the limitation of time and space and is changing the way of people’s communication and purchase. With the gradual deepening of the research on customer value, scholars realized the limitation of just considering the profits created by customer in the present when understanding the customer value, which would lead the company to pursue quick success and be not conductive to the long-term development in the management of customer relationship. E research on customer value in the field of customer relationship management has made rich achievements; there are still some gaps to fill when understanding customer value in new era of mobile Internet. Traditional customer relationship management focuses on keeping a long-term continuous transaction between customer and company in the market, that is to say, a customer’s value is decided by the direct monetary value created by purchase as a consumer. This study discusses the eight types of customer clusters and the corresponding differentiate customer relationship management strategies in the era of mobile Internet based on the integrated customer value model
Sign-in/Register to view highlights & summary 
Published Version (
Free)
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call