忠诚计划服务质量对顾客忠诚的影响机制——基于零售业的实证研究  

The Effect of Loyalty Program Service Quality on Customer Loyalty——An Empirical Study of Retailing

作　　者：马宝龙[1] 权级慧 王逸仁[1] 李晓飞[1] 

机构地区：[1]北京理工大学管理与经济学院,北京100081

出　　处：《北京理工大学学报（社会科学版）》2017年第3期67-74,107,共9页Journal of Beijing Institute of Technology：Social Sciences Edition

基　　金：国家自然科学基金资助项目(71272059)

摘　　要：在忠诚计划服务质量(LPSQual)分析方法的基础上,以3家具有相似忠诚计划的零售超市为研究对象,构建了忠诚计划服务质量对顾客忠诚的影响模型,重点研究忠诚计划服务质量如何提升计划感知价值,进而通过计划满意实现顾客忠诚。结果表明:忠诚计划服务质量中的计划政策与个性化两个维度对计划感知价值均有显著的正向影响,而积分奖励与沟通质量对计划感知价值没有显著影响。计划感知价值对计划满意具有显著的正向影响,对顾客忠诚没有直接影响,而是通过计划满意这一中介变量实现对顾客忠诚的正向影响。Based on the LPSQual service quality analysis method,which took three supermarkets with similar loyalty programs as research objects and built the model of service quality of loyalty program ＇s impact on customer loyalty,this paper focused on how the service quality of loyalty program（LPSQual） improved the perceived value,and then to realize customer loyalty through program satisfaction. The results showed that the two dimensions of loyalty program service quality,plan policy and personalization had a significant positive effect on program perceived value,while reward points and communication quality had no significant effect on program perceived value. The perceived value of the program had a significant positive effects on the program satisfaction,and had no direct effect on customer loyalty,but it can achieve the positive effect on customer loyalty through the program satisfaction as an intermediate variable.

关 键 词：忠诚计划服务质量 感知价值 计划满意 顾客忠诚 

分 类 号：C93[经济管理—管理学]