回報(bào)計(jì)劃感知價(jià)值對(duì)客戶(hù)保持的影響實(shí)證研究

摘 要：本文以超市零售業(yè)為背景，以回報(bào)計(jì)劃感知收益和感知成本為前因，回報(bào)計(jì)劃感知價(jià)值為中介，建立了研究模型，并檢驗(yàn)了其對(duì)客戶(hù)保持維度（關(guān)系長(zhǎng)度、關(guān)系深度、關(guān)系寬度）的影響。結(jié)果表明：客戶(hù)參加回報(bào)計(jì)劃的感知收益正向影響回報(bào)計(jì)劃感知價(jià)值，感知成本負(fù)向影響回報(bào)計(jì)劃感知價(jià)值；回報(bào)計(jì)劃感知價(jià)值對(duì)客戶(hù)保持中關(guān)系長(zhǎng)度和關(guān)系深度呈顯著的正影響關(guān)系；并且關(guān)系深度正向影響關(guān)系長(zhǎng)度和關(guān)系寬度。研究說(shuō)明，回報(bào)計(jì)劃是有效的促進(jìn)客戶(hù)保持的關(guān)系營(yíng)銷(xiāo)策略。

關(guān)鍵詞：回報(bào)計(jì)劃感知價(jià)值；客戶(hù)保持；關(guān)系長(zhǎng)度；關(guān)系深度；關(guān)系寬度

中圖分類(lèi)號(hào)：F713.50 文獻(xiàn)標(biāo)識(shí)碼：A 文章編號(hào)：1003-5192(2011)05-0013-05

Impact of the Value Perception of the Reward Programs on Customer Retention

MA Jun-ping1，2， LI Chun-qing1， ZHU Zhi-an1

(1.School of Economics and Management， Xi’an University of Technology， Xi’an 710032， China; 2.School of Management， Xi’an JiaoTong University， Xi’an 710049， China)

Abstract:On the background of the retailing， this paper develops a conceptual model in which the value perception of the reward programs is the primary influencing factor of customer retention dimension(relationship length， relationship depth， and relationship width). The model is tested through structural equation model. The result shows that， firstly， benefit perception(cost perception)of customer has a significantly positive(negative)effect on value perception of the reward programs. Secondly， value perception of the reward program has a significantly positive effect on relationship length and depth. Finally， the relationship depth has a significantly positive effect on relationship depth and width. The paper implies that reward program is an effective relationship marketing strategy on promoting customer retention.

Key words:value perception of reward programs; customer retention; relationship length; relationship depth; relationship width

1 引言

客戶(hù)保持是指供應(yīng)商維持已建立的客戶(hù)關(guān)系，使客戶(hù)生命周期不斷延長(zhǎng)的過(guò)程。客戶(hù)是企業(yè)最重要的資產(chǎn)，企業(yè)客戶(hù)保持的能力越高，其贏利能力也越強(qiáng)。這是因?yàn)楸３忠粋€(gè)現(xiàn)有客戶(hù)比獲得一個(gè)新客戶(hù)的成本要低得多，而且長(zhǎng)期客戶(hù)一般具有重復(fù)購(gòu)買(mǎi)能力強(qiáng)、價(jià)格敏感度低等有利于提高企業(yè)利潤(rùn)的特點(diǎn)。所以，企業(yè)為了獲得長(zhǎng)期的競(jìng)爭(zhēng)優(yōu)勢(shì)，紛紛實(shí)行以客戶(hù)為中心的CRM戰(zhàn)略以保持企業(yè)最有價(jià)值的客戶(hù)。

作為培養(yǎng)、發(fā)展和保持忠誠(chéng)客戶(hù)的有力手段，回報(bào)計(jì)劃在營(yíng)銷(xiāo)領(lǐng)域得到了日益廣泛的應(yīng)用。回報(bào)計(jì)劃是一種發(fā)展客戶(hù)忠誠(chéng)的工具，它為重復(fù)購(gòu)買(mǎi)企業(yè)產(chǎn)品或服務(wù)的客戶(hù)提供激勵(lì)［1］。盡管存在差異，但是回報(bào)計(jì)劃的共同點(diǎn)是為重復(fù)購(gòu)買(mǎi)某品牌的客戶(hù)提供好處［2］。……