积分联盟感知价值及其影响因素对客户忠诚的影响:价格敏感度的调节作用  

The Impact of the Perceived Value of the Loyalty Programs Partnerships and Its Influencing Factors on Customer Loyalty: The Moderating Effect of Price Sensitivity

作　　者：曹丽[1,2] 李纯青[2] 高杨[2] 马军平[2] 

机构地区：[1]西安理工大学经济与管理学院,西安710054 [2]西安工业大学经济管理学院,西安710021

出　　处：《管理评论》2016年第2期103-115,共13页Management Review

基　　金：国家自然科学基金项目(71172133);陕西省科技厅自然基金项目(2014JM9363);陕西省普通高等学校哲学社会科学特色学科建设项目;陕西省人文英才支持计划;西安工业大学科研创新团队建设计划

摘　　要：本文以国内航空积分联盟为背景,以航空公司银卡级别以上会员为研究对象,在探索性研究以及文献研究的基础上,对积分联盟感知价值进行了定义,提出了积分联盟中的积分途径、会员优待与积分联盟感知价值和客户忠诚之间关系的理论框架,并运用实验研究方法分析了价格敏感度对积分途径、会员优待与积分联盟感知价值关系的调节作用。结果显示,积分途径及会员优待均正向影响积分联盟感知价值,进而正向影响客户忠诚;积分途径显著影响不同价格敏感度客户的积分联盟感知价值,而会员优待却对不同价格敏感度客户的积分联盟感知价值没有影响。Based on loyalty program partnership of the domestic airline industry, this paper defines the perceived value of loyalty program partnership and proposes a model of the relationship of point＇ s accumulation methods, member preferential treatment, the perceived value of loyalty program partnership and customer loyalty. According to the experimental method, it studies the moderating effects of price sensitivity on the relationship between the point＇ s accumulation methods, the member preferential treatment and the perceived value of loyalty program partnership. The results show that, firstly, the point＇ s accumulation methods and member preferential treatment have significantly positive effect on the perceived value of loyalty program partnership and further on customer loyalty. Secondly, the highly pricesensitive customers are impacted by point＇ s accumulation methods positively, but price sensitivity does not moderate the effect of member preferential treatment on the perceived value of the loyalty program partnerships.

关 键 词：积分联盟感知价值 积分途径 会员优待 价格敏感度 客户忠诚 

分 类 号：F274[经济管理—企业管理]