顾客忠诚计划作用机制研究

The Mechanism of Customer Loyalty Programs——Basing on Customer Benefits

顾客忠诚计划作为一种重要的关系营销手段,已经越来越多的受到企业界和学术界的重视.基于以往关于忠诚计划的研究,从企业利益到顾客利益视角,提出基于顾客利益的忠诚计划作用机制,并进一步探讨关系价值对顾客忠诚的影响.结果显示关系价值对顾客忠诚的影响则主要是通过计划满意和计划忠诚两个中介变量间接实现的.

Customer loyalty programs as a kind of important relationship marketing means,has been paid more and more attention on by the industry and academia. This paper is basedon previous study putting forward the mechanism of customer loyalty programs basing oncustomer benefits. We explore the effects of customer benefits to relationship value. And weprobe into the effect of relationship value to the customer loyalty further. Finally, we come toa conclusion that only trust benefits and social benefits have a positive impact on relationshipvalue and the effect of relationship value to the customer loyalty is indirectly implementedthrough plan satisfaction and plan loyalty that two intermediary variable.