基于互惠理论和前景理论的客户回报计划对客户忠诚影响

The Impact of Customer Reward Program Based on Reciprocity Theory and Prospective Theory on Customer Loyalty

客户回报计划是指商家为鼓励客户与其保持长期关系的客户关系管理措施。现有的回报计划研究和实践主要依赖经济利益对客户的激励,未能充分实现预期的效果。本研究尝试基于行为经济学的互惠理论和前景理论设计新的客户回报计划,在经济驱动的基础上融入影响客户心理的手段。我们采用实验方法,参与实验的客户收到意外的礼物,而不是积分兑换,接受礼物的客户对银行的忠诚行为显著高于对照组的客户。进一步实验了不同赠送方式,在礼物总价值相同的条件下,分两次收到礼物的客户忠诚表现好于只收到一次礼物的客户。在此基础上提出了管理建议,丰富营销理论和工具,提高营销的效率和效益。

Customer reward program refers to the program that is launched from producer or sellers for enhancing customer loyahy through remedying or discounting. Existing researches and practice of customer reward programs focus on monetary incentive, which is in- sufficient in either building customer loyalty or making profit. Behavioral economics present us a new approach for customer reward pro- grams. We tend to design fresh program based on Reciprocity Theory and Prospective Theory to affect customer loyalty by mean of natural field experiment. We examine the impact of gifts on balances and customer intention to keep relationship in a longitudinal field experi- ment conducted at a commercial bank. In the fi^t study, we set two groups, one of which receive surprising gift from the bank and the other group does not, and observe the change in their account in the bank in 12 months. Consistent with Reciprocity Theory, both bal- ances and relationship intention of customers who receive the surprising gifts is significantly higher than objects without receiving gifts. In the second study, we set two groups, one of which receives gift once from the bank and the other group receives gift twice, given the total value of gifts. In line with Prospective Theory, both balances and relationship intention of customers who receive gifts two times is signifi- cantly higher than objects only receiving gift once. Furthermore, the Reciprocity effect has more affect on new customers than old custom- ers. Our study is meaningful in integrating mental factor into economic benefit in customer relationship management and supporting Reci- procity and Prospective theory by the evidence from real business world. Relevant managerial suggestions are put forward.