关系利益在零售业忠诚计划和顾客忠诚中的中介效应研究

以零售业为背景,分析了忠诚计划对顾客忠诚的影响,并从顾客的角度引入关系利益这一中介变量;运用结构方程模型验证了忠诚计划不仅对行为忠诚具有直接的正向影响,还能够通过增加顾客从零售商与顾客的关系中获得的信任利益、社会利益和特殊待遇利益,有效提升顾客的行为忠诚和情感忠诚。实证研究表明,信任利益在提升顾客忠诚方面的作用最为显著,社会利益次之。

The Mediating Effect of Relational Benefits on Retailer Loyalty Programs towards Customer Loyalty

This paper proposes a conceptual framework that utilizes the construct of relational benefits to explain the link between loyalty programs and customer loyalty in retail context.The framework posits that loyalty programs not only has the direct positive impact on behavioral loyalty,but also has indirect positive impact on behavioral and affective loyalty through confidence,social and special treatment benefits derived from the long-term relationship between retailers and their customers.The results show that the role of confidence benefits played in promoting customer loyalty is the most significant,followed closely by social benefits,which has certain reference for retailers to design effective loyalty programs.