發(fā)布時間：2018-05-24 01:15

  本文選題：忠誠計劃 + 會員級別�。� 參考：《西安理工大學(xué)》2016年博士論文

【摘要】：忠誠計劃作為重要的關(guān)系營銷手段已經(jīng)成為營銷領(lǐng)域的熱點問題之一。傳統(tǒng)的忠誠計劃的不足是未對客戶劃分級別,但隨著競爭的加劇,越來越多的企業(yè)采用帶有會員級別的忠誠計劃來細分客戶和培養(yǎng)顧客忠誠。企業(yè)根據(jù)消費額將顧客劃分為多個級別,提供給達到不同消費額的顧客相應(yīng)的會員級別,同時也給顧客提供額外的收益和回報。但是,在理論上,忠誠計劃會員級別感知和級別變動在忠誠計劃中的作用及對客戶忠誠的影響尚待進一步明晰。鑒于此,本文分別從靜態(tài)和動態(tài)兩個視角入手,對本問題展開深入研究。在靜態(tài)方面,研究忠誠計劃會員級別感知與計劃感知匹配性如何通過忠誠計劃感知價值影響客戶忠誠;在動態(tài)方面,分別從忠誠計劃會員級別提升、降低和保持等三個方面研究會員級別變動對客戶忠誠的影響。本研究不僅揭示了忠誠計劃會員級別與客戶忠誠之間的關(guān)系,完善了忠誠計劃相關(guān)理論,而且為企業(yè)更有效實施帶有會員級別的忠誠計劃提供理論指導(dǎo)。論文的主要創(chuàng)新性工作和研究結(jié)論如下:第一,發(fā)現(xiàn)忠誠計劃會員級別感知與計劃感知匹配性對客戶忠誠的影響關(guān)系,并受到會員級別的調(diào)節(jié)。本部分基于靜態(tài)的忠誠計劃會員級別感知與客戶忠誠關(guān)系的問題提出,克服了以往研究中未將會員級別感知與客戶忠誠關(guān)聯(lián)起來研究的不足,在理論上提出會員級別感知與計劃感知匹配性對客戶忠誠影響的模型并進行了實證檢驗。具體來說,本部分通過問卷調(diào)查,采用結(jié)構(gòu)方程模型,發(fā)現(xiàn)高級別會員的會員級別感知、計劃感知匹配性、客戶忠誠顯著高于低級別會員。會員級別通過忠誠計劃感知價值進而影響客戶忠誠,當顧客處于高會員級別時,會員級別感知和計劃感知匹配性都正向影響忠誠計劃感知價值,而在低會員級別時,只有顧客的計劃感知匹配性對忠誠計劃感知價值有顯著的正向影響,會員級別感知對忠誠計劃感知價值影響不顯著。在顧客處于高級別會員時,忠誠計劃感知價值不僅能直接影響品牌忠誠,也能間接通過計劃忠誠來影響品牌忠誠。而在低級別會員時,忠誠計劃感知價值不僅會直接影響計劃忠誠,而且還會直接影響品牌忠誠,但計劃忠誠對品牌忠誠沒有顯著影響。本部分的研究結(jié)果揭示了忠誠計劃會員級別感知與客戶忠誠之間的關(guān)系,完善和豐富了忠誠計劃的相關(guān)研究內(nèi)容。第二,發(fā)現(xiàn)忠誠計劃會員級別提升方式通過客戶感恩和客戶懷疑來影響客戶忠誠,并受到積分距離的調(diào)節(jié)。本部分基于動態(tài)的會員級別提升的情形,克服了以往研究中未將會員級別提升方式分類研究以及未考慮顧客積分距離的不足,在理論上提出會員提升方式與積分距離對客戶忠誠影響的模型并進行了實證檢驗。具體來說,本部分通過實驗室研究,采用方差分析及回歸分析,發(fā)現(xiàn)贏得會員級別比贈予會員級別能使顧客產(chǎn)生更強的忠誠,忠誠計劃會員級別提升方式通過客戶感恩而強化客戶忠誠,但在贈予會員級別時客戶懷疑會減弱客戶忠誠,同時在贈予會員級別方式下積分距離近的顧客更加忠誠。本部分的研究結(jié)果解釋了忠誠計劃會員級別提升方式與客戶忠誠之間關(guān)系的心理學(xué)機制,豐富和完善了忠誠計劃的相關(guān)研究內(nèi)容。第三,發(fā)現(xiàn)會員級別降低對客戶忠誠產(chǎn)生了非對稱影響,并且在涉入度調(diào)節(jié)下,會員級別降低對客戶忠誠影響的不同路徑。本部分基于動態(tài)的會員級別降低的情形,克服了以往研究中未將客戶感知因素納入到會員級別降低中進行研究的不足,在理論上提出了涉入度對會員級別降低與客戶忠誠關(guān)系路徑的調(diào)節(jié)作用,并進行了實證檢驗。具體來說,本部分通過實驗室研究,采用方差分析及回歸分析,發(fā)現(xiàn)會員級別減低帶來的客戶忠誠的減小程度大于會員級別提升帶來的客戶忠誠的增加程度;涉入度對調(diào)節(jié)了忠誠計劃會員級別和客戶忠誠之間的關(guān)系路徑,在高涉入度下,忠誠計劃會員級別降低對認知性收益及負面感情有顯著影響;在低涉入度下,忠誠計劃會員級別對便利性收益及負面感情影響顯著。本部分的研究結(jié)果揭示了涉入度在忠誠計劃會員級別降低與客戶忠誠之間關(guān)系的作用,是利用消費者心理學(xué)對忠誠計劃理論的有益補充。第四,發(fā)現(xiàn)顧客在保級時,積分距離近的高會員級別顧客比低會員級別顧客有更積極的購買行為和更強的客戶忠誠,并且計劃忠誠在客戶購買加速度和品牌忠誠之間起到了媒介作用。本部分基于動態(tài)的會員級別保持的情形,克服了以往研究中未考慮客戶保級情形以及積分距離未在會員級別變動中進行研究的不足,在理論上提出了顧客保級時積分距離與會員級別的交互作用對客戶忠誠影響的模型,并進行了實證檢驗。具體來說,本部分通過實驗室研究,采用方差分析和結(jié)構(gòu)方程模型,發(fā)現(xiàn)在顧客保級時,積分距離近時顧客的購買加速度和顧客忠誠顯著高于積分距離遠時的購買加速度和顧客忠誠。當顧客保級時,在積分距離較近時,高級別會員的購買加速度、計劃忠誠、品牌忠誠要顯著高于低級別會員,而在積分距離較遠時,兩個級別之間的購買加速度、計劃忠誠、品牌忠誠沒有顯著差異。顧客購買加速度通過計劃忠誠顯著影響品牌忠誠,購買加速度對品牌忠誠沒有直接顯著影響,且這些影響關(guān)系不受會員級別調(diào)節(jié)。本部分的研究結(jié)果揭示了顧客保級時顧客參與忠誠計劃的行為及態(tài)度的變化原因,探索和完善了忠誠計劃的相關(guān)研究內(nèi)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.
【學(xué)位授予單位】：西安理工大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2016
【分類號】：F274
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本文編號：1927119