Strategies of Service Innovation-Case Studies of Internet and Physical Customer Relationship Marketing

Fangjhy Li

《社科法政論叢》 3期 (2015/03) Pp. 103-134

並列摘要

This paper presents a case study of two successful companies in very different industries, each of which implemented customer relationship marketing (CRM) as a cornerstone of their business model. The internet retailer Zappos relies on CRM and a loyalty program rather than traditional marketing methods; as a result, its primary sources of rapid growth have been repeat customers and word-of-mouth. In 2005, the CEO of Zappos reported that 75% of its customers are repeat buyers. The culture of the company focuses on customer satisfaction above all else. In Taiwan, the country with the highest density of restaurants per capita in the world, CRM has allowed the Wang Group to leap to the front of the restaurant franchise industry. The stock of this company was listed on March 6, 2012, and won the highest share price of ＂Tourist Class＂ in Taiwan. Zappos and the Wang Group have both become renowned for their ethical business cultures. This paper examines their core values in detail and describes the ways in which business culture can be a kind of service innovation in and of itself, and support a business model based on CRM.

並列關鍵字

CRM ； Internet Shopping ； Marketing Strategy ； Service Innovation ； Standardization