Empirical Research On Customer Relationship And Enterprise Value

Customer relationship resources have always been considered the core factors ofenterprise value promotion, Accordingly, CRM has a great influence on long-termdevelopment of enterprises. It has become an important problem which everyenterprise must faced how to enhance customer relationship and meet the needs ofdifferent customers currently. From a macro perspective, researchers can’t have a clearunderstanding of the relationship between them in China, or no systematicimplementation mechanism, or hardly realize the importance of customers andpotential market value for most of industries. The proposed of customer relationshipsprovide a new field for the research of corporate profits, repositioning and utilizingresources legitimately. As a result, this paper intends to analyze the mutual influenceof the customer relationship and enterprise value.On the basis of relevant theories and research results of CRM, the paper firstlyproposes the background and significance of thesis research, finishes literature aboutcustomer relationship. Then we explain the relationship between dimensions ofcustomer relationship and enterprise value and further has a theory analysis. Finally,Writer clearly defines the internal relation between customer relationship andenterprise value, and gives model based on empirical research. This paper obtainsresearch data by questionnaires during profiling. Writer altogether issues100electronic questionnaire,50paper questionnaires and recycles84electronicquestionnaire and paper of26during the period of test, and collects110samples.Secondly, this statistical software such as SPSS20.0is used to test the reliability ofquestionnaires and exploratory factor analysis, and demonstrate the result ofconfirmatory factor and structural equation model by using LISREL8.7software. Theempirical result shows breadth and length of customer relationship such assatisfaction and maintain cost of customer have a positive correlation on the enterprisevalue promotion. This is consistent with the initial assumption, depth of customer relationship and enterprise value show a negative correlation, this conflict with that. Inaddition, results shows that the breadth of customer relationship has the strongest forceon enterprise value promotion, and depth and length of customer relationship have alsoa significant effect. In a word, the interaction with customer relationship in variousdimensions and enterprise value has certain differences, and respectively reflects theinfluence on enterprise value from various degrees. Finally, Writer has made thedetailed explanation to the unsupported hypothesis, and the corresponding suggestionsare put forward and predict future prospects according to the research conclusions.