| 顾客忠诚计划作用机制研究 |
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| 引用本文： | 齐鑫,马宝龙,刘俊,步晶晶.顾客忠诚计划作用机制研究[J].数学的实践与认识,2014(11). |
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| 作者姓名： | 齐鑫 马宝龙 刘俊 步晶晶 |
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| 作者单位： | 北京理工大学管理与经济学院;中国华油集团公司; |
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| 基金项目： | 国家自然科学基金面上项目(71272059);国家自然科学基金青年项目(71002102) |
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| 摘 要： | 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.
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| 关 键 词： | 忠诚计划 顾客利益 关系价值 顾客忠诚 |
The Mechanism of Customer Loyalty Programs——Basing on Customer Benefits |
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| Abstract: | 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 based on previous study putting forward the mechanism of customer loyalty programs basing on customer benefits.We explore the effects of customer benefits to relationship value.And we probe into the effect of relationship value to the customer loyalty further.Finally,we come to a conclusion that only trust benefits and social benefits have a positive impact on relationship value and the effect of relationship value to the customer loyalty is indirectly implemented through plan satisfaction and plan loyalty that two intermediary variable. |
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| Keywords: | loyalty programs customer benefits relationship value customer loyalty |
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