A Study On The Effect Of Customer Relationship Management On The Innovation Ability Of Salon Service Enterprises

In recent years, service industries develop rapidly. Its business changes from the original self-employed to a chain of large scale. The customer is the foundation of the survival and development. Compared with the manufacturing, services have a much larger customer base and comtace with crstomers more directly. Based on previous research of the theoretical scholars, the cost to maintaining an old customer is only1/10-1/5times of developing a new customer. Therefore, companies started CRM. At the same time, as market competition increased, scale and differences in management are the effective way to the development of cervice industry. Differences in management require companies to innovate constantly. Thus, improving the level of enterprese crstomer relationship management and improving the ability of enterpreses to innovate have become the focus of the service enterprises.In this paper, we take the hairdressing services companies as the research objects, on the basis of theoretical literatures research, we determine the measurement of dimensions of CRM and innovation capabilities, and construct a relational model with CRN and innovation capabilities. We get266effective samples through empirical survey research, then use statistics analysis software of SPSS17.0and a structural equation modeling software of Amos7.0to take exploratory factor analysis, confirmatory factor analysis and model hypothesis testing.Based on literature and previous study, the CRM of salom service companies are made up of information sharing, long-term partnership, customer involvement, technology-based CRM; the innovation capabilities of salom service companies are made up of service innovation, administrative innovation, marketing innovation. Then, this study provides an integration model for the relationship between CRM and innovation capabilities. In addition, we have made an empirical examination of the hairdressing industry on this model. The results show that CRM significantly influences innovation capabilities, and customer involvement has the greatest impact on service innovation, and on the whole technology-based CRM has the greatest impact on innovation capabilities; during the CRM, salon service companies do more on customer involvement and long-term partnership, information sharing and technology-based CRM are not done enough.In the end of this paper, we offered some management proposals.