信用卡积分激励计划的顾客不同感知价值与计划忠诚、品牌忠诚的关系研究

发布时间：2018-12-17 08:39

【摘要】：自从1981年美国航空公司推出航空常飞计划以来,忠诚计划在实践中得到普遍的运用,如零售业的频繁购买计划、航空公司常旅客计划等。现代生活中,信用卡的使用越来越普遍,尤其是随着生活的快节奏变化,信用卡结算已成为人们结算的一种重要方式,然而个人拥有多张信用卡的现象也越来越多,这时消费信用卡的品牌选择成了银行相关部门关注的焦点,采用一定的消费激励机制吸引消费者使用本行的信用卡以至于达到重复消费的目的。信用卡的激励机制即忠诚计划从先前的办卡礼物赠送,到后来的消费积分礼物赠送,依据积分对客户进行重点客户划分及其他方面的特惠办法等,其基本目的是在一个有利可图的细分市场通过为优质顾客提供更多消费价值和顾客满意来建立激励重复消费机制。在信用卡积分激励计划中,顾客感知价值能否激励顾客的计划忠诚,进而能否树立消费者的品牌忠诚,这在国内外研究领域中只有少数学者涉及,中国现阶段的信用卡的激励计划与计划忠诚和品牌忠诚的关系更是一个值得研究的问题。本研究将从顾客感知价值的视角出发,围绕忠诚计划能否创造顾客忠诚这一核心的问题进行研究。首先探讨忠诚计划中感知价值,并按照价值性质将其归纳划分为经济功能价值与社交情感价值；其次关注忠诚计划背景下顾客忠诚特有的分类方式,即计划忠诚与品牌忠诚,特别是计划忠诚的行为层面；最后探讨不同感知价值对不同类型的顾客忠诚的作用,并辨析各类忠诚之间的联系和区别。本文研究结果将为银行信用卡部门提供制定积分激励机制的依据,清楚顾客信用卡消费动机,抓住关键因素,促使消费者重复消费,培养消费者的品牌忠诚,更好的实现积分激励机制的目的。
[Abstract]:Since 1981, when American airlines launched the airline frequent flight program, loyalty programs have been widely used in practice, such as the frequent purchase plan in retail industry and the frequent passenger plan of airlines, and so on. In modern life, the use of credit cards is becoming more and more common, especially with the rapid pace of life changes, credit card settlement has become an important way for people to settle, but individuals have more and more credit card phenomenon. At this time, the brand selection of consumer credit card has become the focus of the bank departments concerned, using a certain consumption incentive mechanism to attract consumers to use their credit cards so as to achieve the purpose of repeated consumption. The incentive mechanism of the credit card is the loyalty plan from the previous gift to the later consumption point gift giving, according to which the key customer division and other preferential methods are carried out. Its basic purpose is to establish a mechanism to encourage repeated consumption in a profitable market segment by providing more consumer value and customer satisfaction for high quality customers. In credit card score incentive plan, whether customer perceived value can motivate customer's plan loyalty, and then establish consumer brand loyalty, which is only concerned by a few scholars in the field of domestic and foreign research. The relationship between credit card incentive plan and plan loyalty and brand loyalty in China is a problem worth studying. From the perspective of customer perceived value, this study will focus on whether loyalty plan can create customer loyalty. Firstly, it discusses the perceived value in loyalty plan, and divides it into economic function value and social emotional value according to the nature of value. Secondly, it focuses on the specific classification of customer loyalty in the context of loyalty plan, that is, plan loyalty and brand loyalty, especially the behavior level of plan loyalty; Finally, it discusses the effect of different perceived values on different types of customer loyalty, and analyzes the relationship and difference between different types of loyalty. The results of this study will provide the basis for the credit card department to establish the credit card incentive mechanism, clear customer credit card consumption motivation, grasp the key factors, promote consumer repeat consumption, cultivate consumer brand loyalty. Better achieve the goal of integral incentive mechanism.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F224

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