顾客忠诚计划作用机制研究  

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

作　　者：齐鑫[1] 马宝龙[1] 刘俊[2] 步晶晶[1] 

机构地区：[1]北京理工大学管理与经济学院,北京100081 [2]中国华油集团公司,北京100724

出　　处：《数学的实践与认识》2014年第11期1-6,共6页Mathematics in Practice and Theory

基　　金：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)

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.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.

关 键 词：忠诚计划 顾客利益 关系价值 顾客忠诚 

分 类 号：F274[经济管理—企业管理]