忠诚计划服务质量对顾客忠诚的影响机制——基于零售业的实证研究

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doi:10.15918/j.jbitss1009-3370.2017.1408

1.
bob手机在线登陆管理与经济学院, 北京 100081

基金项目:

国家自然科学基金资助项目（71272059）

The Effect of Loyalty Program Service Quality on Customer Loyalty—An Empirical Study of Retailing

1.
School of Management and Economics, Beijing Institute of Technology, Beijing 100081, China

摘要:在忠诚计划服务质量（LPSQual）分析方法的基础上，以3家具有相似忠诚计划的零售超市为研究对象，构建了忠诚计划服务质量对顾客忠诚的影响模型，重点研究忠诚计划服务质量如何提升计划感知价值，进而通过计划满意实现顾客忠诚。结果表明：忠诚计划服务质量中的计划政策与个性化两个维度对计划感知价值均有显著的正向影响，而积分奖励与沟通质量对计划感知价值没有显著影响。计划感知价值对计划满意具有显著的正向影响，对顾客忠诚没有直接影响，而是通过计划满意这一中介变量实现对顾客忠诚的正向影响。
- 忠诚计划服务质量/
- 感知价值/
- 计划满意/
- 顾客忠诚
Abstract:Based on the LPSQual service quality analysis method,which took three supermarkets with similar loyalty programs as research objects and built the model of service quality of loyalty program's impact on customer loyalty,this paper focused on how the service quality of loyalty program(LPSQual) improved the perceived value,and then to realize customer loyalty through program satisfaction. The results showed that the two dimensions of loyalty program service quality,plan policy and personalization had a significant positive effect on program perceived value,while reward points and communication quality had no significant effect on program perceived value. The perceived value of the program had a significant positive effects on the program satisfaction,and had no direct effect on customer loyalty,but it can achieve the positive effect on customer loyalty through the program satisfaction as an intermediate variable.
- loyalty program service quality/
- perceived value/
- program satisfaction/
- customer loyalty

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忠诚计划服务质量对顾客忠诚的影响机制——基于零售业的实证研究

doi:10.15918/j.jbitss1009-3370.2017.1408

The Effect of Loyalty Program Service Quality on Customer Loyalty—An Empirical Study of Retailing

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忠诚计划服务质量对顾客忠诚的影响机制——基于零售业的实证研究

doi:10.15918/j.jbitss1009-3370.2017.1408

1. bob手机在线登陆管理与经济学院, 北京 100081

English Abstract

The Effect of Loyalty Program Service Quality on Customer Loyalty—An Empirical Study of Retailing

1. School of Management and Economics, Beijing Institute of Technology, Beijing 100081, China

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忠诚计划服务质量对顾客忠诚的影响机制——基于零售业的实证研究

doi:10.15918/j.jbitss1009-3370.2017.1408

The Effect of Loyalty Program Service Quality on Customer Loyalty—An Empirical Study of Retailing

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忠诚计划服务质量对顾客忠诚的影响机制——基于零售业的实证研究

doi:10.15918/j.jbitss1009-3370.2017.1408

1. bob手机在线登陆 管理与经济学院, 北京 100081

English Abstract

The Effect of Loyalty Program Service Quality on Customer Loyalty—An Empirical Study of Retailing

1. School of Management and Economics, Beijing Institute of Technology, Beijing 100081, China

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作者相关

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1. bob手机在线登陆管理与经济学院, 北京 100081