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本文以航空业为例,探讨了顾客忠诚计划的软性利益及硬性利益是如何影响不同类型的顾客忠诚,进而又如何影响顾客的关系行为。结果显示,顾客忠诚计划软性利益对品牌忠诚和计划忠诚均产生显著的正向影响。其中,对品牌忠诚的影响强于对计划忠诚的影响;顾客忠诚计划硬性利益对品牌忠诚和计划忠诚均产生显著的正向影响,其中,对计划忠诚的影响强于对品牌忠诚的影响。进一步地,品牌忠诚对钱包份额的增加有显著的正向影响,而计划忠诚对消费者重复购买意愿的增强有显著的正向影响。同时,计划忠诚可以通过品牌忠诚影响顾客关系行为。文章还对这些发现的营销启示作出了讨论。
This article takes the aviation industry as an example and explores how the soft benefits and hard interests of customer loyalty programs affect different types of customer loyalty and how they affect the customer relationship. The results show that the soft benefits of loyalty programs have a significant positive impact on brand loyalty and program loyalty. Among them, the impact on brand loyalty is stronger than that on program loyalty. The hard interests of customer loyalty program have a significant positive impact on brand loyalty and program loyalty. Among them, the impact on program loyalty is stronger than that on brand loyalty. Further, brand loyalty has a significant positive effect on the increase of wallet share, while planned loyalty has a significant positive effect on the increase of consumers’ willingness to repeat purchase. At the same time, planning loyalty can affect customer relationship behavior through brand loyalty. The article also discusses the marketing implications of these findings.