超市客户回报计划有效性的实证研究

The Empirical Research on the Validity of Supermarket Customeer Loyalty Programs

尽管客户忠诚计划作为一种重要的关系营销手段,已成为众多企业进行客户关系管理的工具,但却没有太多研究着眼于客户忠诚计划有效性的实证分析。本文根据企业忠诚计划数据库的数据特征通过ANOVA分析和Logistic模型对一家零售超市忠诚计划进行了实证分析。结果显示该超市回报计划并没有加强其客户的选择和价值诉求,最后讨论了实证结论对企业实践回报计划的指导意义。

Despite the proliferation of customer loyalty programs in customer relationship management, there is little empirical research on the validity of such programs. The paper analyses this subject by sampling a supermarket＇s loyalty program through ANOVA and logistic model based on its own database. The results show that customer loyalty program does not effectively influence customer choice and value requirement. This research proves significant in guiding the practice of implementing enterprise loyalty program.