忠诚计划会员级别感知及级别变动对客户忠诚的影响研究

发布时间：2018-05-24 01:15

  本文选题：忠诚计划 + 会员级别　； 参考：《西安理工大学》2016年博士论文

【摘要】：忠诚计划作为重要的关系营销手段已经成为营销领域的热点问题之一。传统的忠诚计划的不足是未对客户划分级别,但随着竞争的加剧,越来越多的企业采用带有会员级别的忠诚计划来细分客户和培养顾客忠诚。企业根据消费额将顾客划分为多个级别,提供给达到不同消费额的顾客相应的会员级别,同时也给顾客提供额外的收益和回报。但是,在理论上,忠诚计划会员级别感知和级别变动在忠诚计划中的作用及对客户忠诚的影响尚待进一步明晰。鉴于此,本文分别从静态和动态两个视角入手,对本问题展开深入研究。在静态方面,研究忠诚计划会员级别感知与计划感知匹配性如何通过忠诚计划感知价值影响客户忠诚;在动态方面,分别从忠诚计划会员级别提升、降低和保持等三个方面研究会员级别变动对客户忠诚的影响。本研究不仅揭示了忠诚计划会员级别与客户忠诚之间的关系,完善了忠诚计划相关理论,而且为企业更有效实施带有会员级别的忠诚计划提供理论指导。论文的主要创新性工作和研究结论如下:第一,发现忠诚计划会员级别感知与计划感知匹配性对客户忠诚的影响关系,并受到会员级别的调节。本部分基于静态的忠诚计划会员级别感知与客户忠诚关系的问题提出,克服了以往研究中未将会员级别感知与客户忠诚关联起来研究的不足,在理论上提出会员级别感知与计划感知匹配性对客户忠诚影响的模型并进行了实证检验。具体来说,本部分通过问卷调查,采用结构方程模型,发现高级别会员的会员级别感知、计划感知匹配性、客户忠诚显著高于低级别会员。会员级别通过忠诚计划感知价值进而影响客户忠诚,当顾客处于高会员级别时,会员级别感知和计划感知匹配性都正向影响忠诚计划感知价值,而在低会员级别时,只有顾客的计划感知匹配性对忠诚计划感知价值有显著的正向影响,会员级别感知对忠诚计划感知价值影响不显著。在顾客处于高级别会员时,忠诚计划感知价值不仅能直接影响品牌忠诚,也能间接通过计划忠诚来影响品牌忠诚。而在低级别会员时,忠诚计划感知价值不仅会直接影响计划忠诚,而且还会直接影响品牌忠诚,但计划忠诚对品牌忠诚没有显著影响。本部分的研究结果揭示了忠诚计划会员级别感知与客户忠诚之间的关系,完善和丰富了忠诚计划的相关研究内容。第二,发现忠诚计划会员级别提升方式通过客户感恩和客户怀疑来影响客户忠诚,并受到积分距离的调节。本部分基于动态的会员级别提升的情形,克服了以往研究中未将会员级别提升方式分类研究以及未考虑顾客积分距离的不足,在理论上提出会员提升方式与积分距离对客户忠诚影响的模型并进行了实证检验。具体来说,本部分通过实验室研究,采用方差分析及回归分析,发现赢得会员级别比赠予会员级别能使顾客产生更强的忠诚,忠诚计划会员级别提升方式通过客户感恩而强化客户忠诚,但在赠予会员级别时客户怀疑会减弱客户忠诚,同时在赠予会员级别方式下积分距离近的顾客更加忠诚。本部分的研究结果解释了忠诚计划会员级别提升方式与客户忠诚之间关系的心理学机制,丰富和完善了忠诚计划的相关研究内容。第三,发现会员级别降低对客户忠诚产生了非对称影响,并且在涉入度调节下,会员级别降低对客户忠诚影响的不同路径。本部分基于动态的会员级别降低的情形,克服了以往研究中未将客户感知因素纳入到会员级别降低中进行研究的不足,在理论上提出了涉入度对会员级别降低与客户忠诚关系路径的调节作用,并进行了实证检验。具体来说,本部分通过实验室研究,采用方差分析及回归分析,发现会员级别减低带来的客户忠诚的减小程度大于会员级别提升带来的客户忠诚的增加程度;涉入度对调节了忠诚计划会员级别和客户忠诚之间的关系路径,在高涉入度下,忠诚计划会员级别降低对认知性收益及负面感情有显著影响;在低涉入度下,忠诚计划会员级别对便利性收益及负面感情影响显著。本部分的研究结果揭示了涉入度在忠诚计划会员级别降低与客户忠诚之间关系的作用,是利用消费者心理学对忠诚计划理论的有益补充。第四,发现顾客在保级时,积分距离近的高会员级别顾客比低会员级别顾客有更积极的购买行为和更强的客户忠诚,并且计划忠诚在客户购买加速度和品牌忠诚之间起到了媒介作用。本部分基于动态的会员级别保持的情形,克服了以往研究中未考虑客户保级情形以及积分距离未在会员级别变动中进行研究的不足,在理论上提出了顾客保级时积分距离与会员级别的交互作用对客户忠诚影响的模型,并进行了实证检验。具体来说,本部分通过实验室研究,采用方差分析和结构方程模型,发现在顾客保级时,积分距离近时顾客的购买加速度和顾客忠诚显著高于积分距离远时的购买加速度和顾客忠诚。当顾客保级时,在积分距离较近时,高级别会员的购买加速度、计划忠诚、品牌忠诚要显著高于低级别会员,而在积分距离较远时,两个级别之间的购买加速度、计划忠诚、品牌忠诚没有显著差异。顾客购买加速度通过计划忠诚显著影响品牌忠诚,购买加速度对品牌忠诚没有直接显著影响,且这些影响关系不受会员级别调节。本部分的研究结果揭示了顾客保级时顾客参与忠诚计划的行为及态度的变化原因,探索和完善了忠诚计划的相关研究内容。
[Abstract]:As one of the important marketing means, loyalty program has become one of the hot issues in the marketing field. The shortage of the traditional loyalty plan is not the classification of customers, but as the competition intensifies, more and more enterprises adopt the loyalty program with the membership level to subdivide customers and cultivate customer loyalty. Customers are divided into multiple levels to provide a corresponding membership level to customers with different amounts of consumption and provide additional benefits and rewards for customers. However, in theory, the role of loyalty plan and the impact of level changes on loyalty programs and customer loyalty need to be further clarified. From the two perspectives of static and dynamic, this paper makes an in-depth study of this problem. In the static aspect, it studies how the membership level perception and planning perception matching of loyalty plan influence customer loyalty through the perceived value of loyalty program; in the dynamic aspect, we study members from three aspects of loyalty program membership grade, reduction and retention, respectively. This study not only reveals the relationship between loyalty plan and customer loyalty, but also improves the theory of loyalty program, and provides theoretical guidance for the more effective implementation of loyalty program with membership level. The main innovative work and conclusions are as follows: first, discovery Loyalty plans the impact of membership level perception and plan perception matching on customer loyalty, and is regulated by the membership level. This part is based on the problem of the relationship between the membership level perception and customer loyalty in the static loyalty plan, which overcomes the lack of research on the association of member level perception and customer loyalty in previous studies. The model of the influence of membership level perception and plan perception matching on customer loyalty is put forward in theory and the empirical test is carried out. In this part, through the questionnaire survey, the structure equation model is used to find the membership level perception of the high-level members, the matching of the plan perception, and the customer loyalty is significantly higher than the lower member. The perceived value of loyalty program and customer loyalty are influenced by the loyalty program. When the customer is at the high membership level, the perceived value of the loyalty program is positively affected by the membership level perception and the planning perception matching. At the low membership level, only the customer's planning perception matching has a significant positive impact on the perceived value of loyalty program. Knowledge has no significant impact on the perceived value of loyalty program. When the customer is in a high-level member, the perceived value of loyalty program can not only directly affect brand loyalty, but also indirectly affect brand loyalty through planned loyalty. In the low level membership, the perceived value of loyalty program not only affects the planned loyalty directly, but also directly affects the loyalty program. Brand loyalty, but planned loyalty has no significant impact on brand loyalty. The results of this part of the study reveal the relationship between loyalty plan membership level perception and customer loyalty, and improve and enrich the related research content of loyalty program. Second, it is found that the promotion of loyalty program membership level is influenced by customer gratitude and customer suspicion. Customer loyalty, and the adjustment of integral distance. Based on the dynamic membership level, this part overcame the previous research that did not classify the classification of membership grade and did not consider the shortage of customer integral distance. In theory, we put forward the model of the influence of the membership promotion way and the product distance to the customer loyalty in theory and carried out the model. Empirical test. Specifically, this part, through laboratory research, using variance analysis and regression analysis, finds that winning the membership level is more loyal to the customer than the given membership level. The loyalty plan is to enhance customer loyalty through customer gratitude, but customer doubts will weaken the customer at the membership level. The results of this part of the study explained the psychological mechanism of the relationship between loyalty plan and customer loyalty, enriched and perfected the related research content of loyalty program. Third, the reduction of member level to customer loyalty was found. There are different ways of reducing the influence of membership level on customer loyalty under the adjustment of involvement degree. Based on the dynamic member level reduction, this part overcomes the shortage of research in the previous research that does not bring customer perception into membership level. In theory, the membership level is proposed to membership grade. Do not reduce the regulatory role of the path of customer loyalty, and carry out an empirical test. Specifically, this part, through laboratory research, using variance analysis and regression analysis, found that the reduction of customer loyalty caused by the reduction of membership level is greater than the increase of customer loyalty brought by the promotion of membership grade; the involvement degree is adjusted. The relationship between loyalty program and customer loyalty has a significant impact on cognitive income and negative feelings under high involvement. Under low involvement, the membership level of loyalty program has a significant impact on convenience and negative feelings. The results of this part reveal that involvement is loyal to the degree of loyalty. The role of planning the relationship between member level reduction and customer loyalty is a useful supplement to the theory of loyalty program using consumer psychology. Fourth, it is found that the high member level customers with close integral distance have more positive buying behavior and stronger customer loyalty than the lower member level customers at the time of regrading, and plan to be loyal to the customers. The purchase of acceleration and brand loyalty has played a media role. This part, based on the dynamic membership level, overcomes the lack of consideration in the previous study and the lack of integration distance in the membership level. In this part, we use variance analysis and structural equation model to find that the customer's purchase acceleration and customer loyalty are significantly higher than the purchase acceleration and customer loyalty at the distance of the integral distance. When the integration distance is close, the purchase acceleration, planned loyalty and brand loyalty of the high level members are significantly higher than those of the low level members when the integration distance is close, and there is no significant difference in the purchase acceleration, planned loyalty and brand loyalty between the two levels when the distance is far away. The customer purchase acceleration affects the brand significantly through planned loyalty. Loyalty, purchase acceleration does not have a direct impact on brand loyalty, and these influence relationships are not regulated by the membership level. The results of this part reveal the changes in the behavior and attitude of customer participation in loyalty program and explore and improve the relevant research content of the loyalty program.
【学位授予单位】：西安理工大学
【学位级别】：博士
【学位授予年份】：2016
【分类号】：F274
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本文编号：1927119