信用卡积分计划中顾客忠诚的影响因素  

Influential Factors of Customer Loyalty of Points-based Reward Programs of the Credit Card

作　　者：王大海[1] 姚唐[2] 白琼 

机构地区：[1]天津工业大学管理学院,天津300387 [2]北京航空航天大学经济管理学院,北京100191 [3]中国市场出版社,北京100837

出　　处：《现代财经（天津财经大学学报）》2013年第3期106-118,共13页Modern Finance and Economics：Journal of Tianjin University of Finance and Economics

基　　金：国家自然科学基金项目(71202015;71102032);教育部人文社会科学研究青年基金项目(11YJC630174);国家公益性行业科研专项项目(201310252-4)

摘　　要：本研究通过分析,提出信用卡积分奖励计划中影响顾客忠诚的重要因素。研究表明:(1)顾客满意和转换成本直接正向影响顾客忠诚;(2)感知价值不仅直接正向影响顾客忠诚,还通过顾客满意对顾客忠诚产生间接影响;(3)便利性通过顾客满意和转换成本间接影响顾客忠诚。数据分析还发现,在顾客忠诚的解释程度方面,由高到低依次是感知价值、顾客满意、转换成本和便利性。The research proposes some important factors on affecting customer loyalty of points-based reward programs of the credit card.Results shown that：（1）customer satisfaction and switching costs have positive effects on customer loyalty directly;（2）perceived value not only has a positive effect on customer loyalty directly,but also has an indirect effect by customer satisfaction on customer loyalty;（3）convenience has an indirect effect mediated by customer satisfaction and switching costs on customer loyalty.Moreover,data analysis shows the importance of the influence on customer loyalty is： perceived value,customer satisfaction,switching costs,convenience.

关 键 词：信用卡 积分奖励计划 顾客忠诚 感知价值 便利性 

分 类 号：F832.4[经济管理—金融学]