回报计划感知价值及其与计划忠诚和品牌忠诚的关系研究

目前,客户回报计划已成为一种重要的关系营销手段,相关问题也开始引起学术界的关注。本文研究了回报计划的不同形式是如何影响客户对计划的感知价值的,同时回报计划的感知价值又是如何影响计划忠诚和品牌忠诚的,并且在研究的过程中考虑了产品或服务对客户涉入度的调节作用。结果显示,仅回报类型对计划感知价值的影响受到涉入度的调节,强涉入度下直接回报优于间接回报;而回报时间和回报额度对计划感知价值的影响不受涉入度的调节,延迟回报和差额回报优于立即回报和等额回报。同时,在强涉入度情况下,回报计划的感知价值通过直接和间接两务途径影响品牌忠诚;而在低涉入度争件下,回报计划感知价值对品牌忠诚没有直接影响,而是通过计划忠诚间接影响品牌忠诚。

Value Perception of Reward Programs and Its Effects on Program Loyalty and Brand Loyalty

With the proliferation of reward programs in customer relationship management, there are some researches begin to focuses on such programs. The paper investigates how different reward of a reward program influence perceived value of the program and how value perception of the reward program affects program loyalty and brand loyalty. The result shows that involvement moderates the effects of reward type on value perception, in high-involvement situations, direct rewards are preferable to indirect rewards. The effects of reward timing and reward quantum are not moderated by involvement. Under high-involvement conditions, value perception of the reward programs influences brand loyalty both directly and indirectly through program loyalty. Under low-involvement conditions, there is no direct effect of value perception on brand loyalty.