顾客忠诚计划结构对顾客感知地位的影响研究

发布时间：2018-01-08 22:07

本文关键词：顾客忠诚计划结构对顾客感知地位的影响研究　出处：《北京理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：顾客忠诚计划作为顾客关系管理的重要工具，在企业的营销活动中有着重要作用。从酒店、航空公司到零售、电信、金融等各行各业，随处可见顾客忠诚计划。但是，很多企业盲目采用忠诚计划，却忽视了实施的忠诚计划是否真的有效。已有的研究发现，不同等级和比例的忠诚计划带给会员们的感知是不一样的，两层和三层结构的忠诚计划哪种更好，软性利益还是硬性利益能让顶层顾客更有优越感，不同行业应该如何设计忠诚计划来提升顶层顾客的感知地位，都有着重要的现实意义和理论意义。因此，本文研究忠诚计划结构对顾客感知地位在不同行业的影响，有助于企业更好地依据行业和自身特点设计实施有效的忠诚计划。本研究在前人关于忠诚计划结构对顾客感知地位影响的相关研究基础之上，立足于国内忠诚计划理论研究水平不足但管理实践急需理论指导的现状，选择忠诚计划已在业内得到普遍应用并且排他性差异大的航空业和超市零售业作为行业样本，采用实验设计的方法，讨论了两个行业忠诚计划等级数、不同等级所占比例以及顾客利益的变化对顾客感知地位的影响。研究发现：(1)在诸如航空业这种排他性高的行业，三层的等级结构比两层的等级结构更能提升顶层顾客的感知地位，顶层比例越小，顶层顾客感知地位越高；同时软性利益比硬性利益更能提升顶层顾客的感知地位。(2)在诸如超市零售业这种排他性低的行业，提供给会员软性利益时，不管是三层还是两层的忠诚计划，顶层顾客的感知地位都不会有明显变化，同时，顶层比例的多少也不会对顶层顾客的感知地位造成影响；但是当把软性利益换为硬性利益时，这种情况发生了改变，三层的等级结构以及顶层比例越小时顶层顾客的感知地位越高。本文的研究为企业设计忠诚计划提供了新的思路，以往企业在实施忠诚计划时并没有考虑到结合行业特点进行设计，，同时也并不考虑顾客心理上情感上的感知状态变化，导致忠诚计划未能真正发挥作用进而留住顾客。而本文研究的重点就是评价不同的忠诚计划结构对顾客地位感知的影响在不同行业的表现。一个考虑到顾客感知地位变化和企业所在行业背景的忠诚计划，才能帮助企业维系好与顾客的关系，使顶层顾客得到差别化的更好的体验，进而促进顾客忠诚。
[Abstract]:Customer loyalty program as an important tool for customer relationship management, plays an important role in the marketing activities of enterprises. From the hotel, airline to retail, telecommunications, finance and other industries, can be seen everywhere customer loyalty plan. However, many companies blindly adopt loyalty program, but ignore the implementation of the loyalty program is really effective. The study found that the proportion of different grades and loyalty program to the members' perception is not the same, the structure of two layers and three layers of loyalty program which is better, soft or hard to top the interests of the interests of customers more superiority, different industries should be how to design the loyalty program to enhance the customer's perceived top position, all has important practical significance and theoretical significance. Therefore, this paper studies influence loyalty program structure in different industry on customer perceived status, will help companies better based on Industry Design and implement an effective loyalty plan with its own characteristics.
The study on the basis of previous research about the influence of loyalty program structure on customer perceived status, based on the theoretical research level of the domestic lack of loyalty program but is badly in need of management theory to guide practice, choose loyalty scheme has been widely used in the industry and exclusive differences in the airline industry and supermarket retail industry as a sample, using the the experimental design method, discusses the two industry level loyalty program number, influence of different grade proportion and the interests of customers on customer perceived status.
The study found that: (1) in the aviation industry such as the exclusive high profession, grade three layer structure can enhance the top customer perceived status more than grade two layer structure, the proportion of the top, the higher the top customer perceived status; at the same time, soft hard more than the interests of interest can ascend the top customer perceived status. (2) in the low exclusive supermarket retail industry such as this, providing members with soft interests, whether three or two layers of the top loyalty program, customer perceived status does not have a significant change, at the same time, the impact is not how much the top proportion on the top of customer perceived status; but when the soft interests for rigid interests, that changed, the higher the level of perceived status of three layer structure and the top top customers. The proportion of hours
This study provides a new idea for the design of enterprise loyalty program, the enterprises in the implementation of the loyalty program does not take into account the characteristics of the combination of industry design, but also does not consider the customer psychological perception of emotional state change, leading to loyalty plan failed to play the real role and retain customers. And the focus of this study is to evaluate effect of different structure on customer loyalty program status perception in different industries. A loyalty program considering customer perceived changes in status and industry background, can help enterprises to maintain a good relationship with the customer, the customer has differentiated better experience, and promote customer loyalty.

【学位授予单位】：北京理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

【共引文献】