【摘要】 钱包份额一般指顾客与特定企业交易量占其相关交易总量的比重,是近年来西方顾客关系管理和市场营销研究领域的一个流行概念,同时也是一个营销实绩测度指标。本文系统梳理了国外相关文献,分别对钱包份额的界定与测量、角色与作用以及影响因素等方面研究进行了分析和评介,并在此基础上提出了未来研究方向。更多还原

【Abstract】 Share of wallet generally refers to the proportion of transactions between a customer and agiven firm to the total transactions of this customer.It is a popular concept in western customer relationship management and marketing research fields in recent years,and also is a measurement index of the performance of marketing practice.This paper systematically sorts out related foreign literature.It analyzes the research on the definition,measurement,role and influencing factors of share of wallet,and points out the directions in future research.更多还原