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The effects of relationship benefit on relationship quality and store loyalty from convergence environments—NPS analysis and moderating effects

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Abstract

The primary concern of CRM is core customers from convergence environments. They show such passionate partnership with the company that they actively put forth their opinion to improve products and service through voluntary pro-company activities and participate in the development of new products through open innovation. Therefore, the top priority of a company should be given to defining its core customers and accurately understanding and managing them, which would contribute to the growth of the company. This study has the purpose to identify net promoter score (NPS) of company by adopting index that evaluates the degree of customer loyalty to the company in judging the relationship of company and customer, and later on establish strategy to increase the number of loyal customers by classifying customers by the score. It has become more important nowadays how to manage a long-term customer relationship, for it can assure the company of increased income in spite of steep competition with rival companies. Therefore strong customer relationship is an important means of proving the company with competitive edge and maximizing company income. In addition, as NPS serves as adjustment variable, net promoters were analyzed to contribute to store loyalty significantly. The way for bookstore ‘A’ to grow as a company with potential for future growth would be re-establish customers through one more in-depth analysis of customers as well as seek for methods to raise NPS.

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Authors and Affiliations

  1. Dept. of Business Administration, Busan Kyungsang College, 170 Gobun-ro Yeonje-gu, Busan, 611-701, Republic of Korea

    Jae Hun Jang

  2. Dept. of Business Administration, Donga University, 225 Guduk-ro Seo-gu, Busan, 602-760, Republic of Korea

    Sam Won Kim

  3. Div. of Computer Engineering, Mokwon University, 800 Doan-dong, Seo-gu, Daejeon, 302-729, Republic of Korea

    Yang Sun Lee

  4. Dept. of Mathematics, Kookmin University, 77 Jeongneung-ro, Seongbuk-gu, Seoul, 136-72, Republic of Korea

    Jongsung Kim

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  1. Jae Hun Jang
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Correspondence to Jongsung Kim.

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Jang, J.H., Kim, S.W., Lee, Y.S. et al. The effects of relationship benefit on relationship quality and store loyalty from convergence environments—NPS analysis and moderating effects. Electron Commer Res 13, 291–315 (2013). https://doi.org/10.1007/s10660-013-9117-0

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