摘要
忠诚计划将对重复购买与推荐意向产生影响。研究发现,缺少情感因素的忠诚计划无法对顾客推荐意向产生积极的影响。在竞争者未跟进的情况下,忠诚计划对顾客重复购买有显著的正向影响;在竞争者跟进的情况下,短期内可能对顾客重复购买意向影响显著,但从长远看,其影响是弱的甚至无影响。
Loyalty program influences customer repurchase behavior and recommendation intention. Loyalty program which lacks emotion factors isn＇t positively related to recommendation intention. When competitors don＇t implement the same and analogous programs, it is positively related to customer repurchase behavior, by contraries, it is only significantly related to repurchase behavior in short time.
出处
《税务与经济》
CSSCI
北大核心
2008年第5期28-30,共3页
Taxation and Economy
关键词
忠诚计划
顾客保持
重复购买
推荐意向
loyalty program
customer retention
repurchase behavior
recommendation intention
