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| 零售业回报计划感知价值对客户忠诚的影响 | |
| 引用本文： | 李纯青,赵平,马军平. 零售业回报计划感知价值对客户忠诚的影响[J]. 管理科学学报, 2007, 10(4): 90-96 |
| 作者姓名： | 李纯青 赵平 马军平 |
| 作者单位： | 1. 清华大学经济管理学院,北京,100084;西安工业大学经济管理学院,西安,710032 2. 清华大学经济管理学院,北京,100084 3. 西安工业大学经济管理学院,西安,710032 |
| 基金项目： | 国家自然科学基金资助项目(7057200970302001)，国家博士后基金资助项目(2005037374)，陕西省教育厅专项科研计划资助项目(05JK046)，信息管理与信息经济学教育部重点实验室开放基金(F0607-11) |
| 摘 要： | 以零售业为背景,将回报计划感知价值作为态度忠诚(信任和承诺)和行为忠诚(重复购买意图、正面口碑意图及合作意图)的主要影响因素,建立了概念模型并用结构方程模型方法检验,结果表明:回报计划感知价值与态度忠诚呈显著的正相关关系;回报计划感知价值与行为忠诚中的重复购买意图呈显著的正相关关系,而与合作意图及口碑意图并无直接关系. |
| 关 键 词： | 回报计划 态度忠诚 行为忠诚 结构方程模型 |
Impact of the value perception of the reward programs on customer loyalty |
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| LI Chun-qing,ZHAO Ping,MA Jun-ping. Impact of the value perception of the reward programs on customer loyalty[J]. Journal of Management Sciences in China, 2007, 10(4): 90-96 | |
| Authors: | LI Chun-qing ZHAO Ping MA Jun-ping |
| Abstract: | On the background of the supermarket retailing,this paper develops a conceptual model in which the value perception of the reward programs is the primary influencing factor of attitude loyalty(i.e.trust,commitment) and behavior loyalty(i.e.repeated purchase intention,positive word-of-mouth intention,cooperation intention).The model is tested through structural equation model.The result shows that(1) value perception of the reward programs has a significant positive effect on attitude loyalty and(2) value perception has a significant positive effect on repeated purchase intention within the behavior loyalty,whereas,(3) value perception has no significant effect on positive word-of-mouth intention and cooperation intention but attitude loyalty will influence behavior loyalty to some extent. |
| Keywords: | reward programs attitude loyalty behavior loyalty structural equation model |
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