摘要
忠诚计划能否创造顾客忠诚,以航空公司常旅客计划为背景,从感知价值视角探讨忠诚计划与顾客忠诚之间的关系,依据价值性质将忠诚计划分为经济功能价值和社交情感价值,将计划忠诚的概念进一步细分为态度计划忠诚和行为计划忠诚,以便更好地理解忠诚计划中的顾客忠诚行为。研究发现,忠诚计划能创造顾客忠诚,经济功能价值促成行为计划忠诚,社交情感价值促成态度计划忠诚,两类感知价值通过计划忠诚的中介作用影响企业的品牌忠诚。
The loyalty program researcher focus on a key issue: Does program really create customer loyalty? There is no consensus among the researchers. Based on the Frequent Flyer Program of airline companies, the research examines the relationship between the loyalty program and customer loyalty from a perceived value perspective. The paper extends the existing knowledge from two points: first, based on the value nature, two different types perceived value of program is identified : economicl-functional value and sociall-emotional value ; second, the research adopted the term behavior program loyalty to extend the knowledge about customer loyalty. The results show that eeonomicl-functional value positively affects behavior program loyalty, social-emotional value positively affects attitude program loyalty. Two types of perceived value affect the corporate brand loyalty mediated by the program loyalty.
出处
《管理科学》
CSSCI
2008年第1期65-71,共7页
Journal of Management Science
基金
国家自然科学基金重点项目(70632003)
关键词
经济功能价值
社交情感价值
行为计划忠诚
态度计划忠诚
品牌忠诚
economic-functional value
social-emotional value
behavior program loyalty
attitude program loyalty
brand loyalty