摘要
文章关注回报计划能否创造顾客忠诚这一核心问题,以参与超市回报计划的顾客为调查对象,从顾客价值视角出发,提出了回报计划感知价值、顾客满意与计划忠诚之间的关系,探讨了顾客满意在回报计划感知价值与计划忠诚之间的中介作用。通过问卷调查,利用因子分析及线性回归分析验证了研究假设。实证分析结果表明:经济功能价值、社交情感价值对顾客满意均有着显著的正向影响,顾客满意对行为计划忠诚与态度计划忠诚也都有着显著的正向影响;顾客满意在经济功能价值与行为计划忠诚之间起着部分中介效应,在经济功能价值与态度计划忠诚之间起着完全中介效应,在社交情感价值与态度计划忠诚之间起着部分中介效应。
This paper focuses on a key issue： Does program really create customer loyalty.Based on customers attending supermarket reward programs,the research examines the relationships among perceived value,customer satisfaction and program loyalty,explores the mediating effect of customer satisfaction.The hypotheses are tested by factor analysis and regression analysis using data gathered through the survey.The results show that economic-functional value,social-emotional value have significant positive impact on customer satisfaction,and customer satisfaction have a significant positive impact on behavior and attitude program loyalty,and customer satisfaction play a part or full mediation roles between the dimensions of value perception of reward programs and customer loyalty.
出处
《技术经济与管理研究》
2012年第4期46-49,共4页
Journal of Technical Economics & Management
基金
山东省自然基金项目(项目编号:Y2008H29)
山东省教育厅人文社会科学研究项目(项目编号:J09WJ18)
关键词
经济价值
功能收益
顾客忠诚
情感价值
Economic value
Function returns
The customer loyalty
Emotional value
