| 忠诚计划对顾客保持行为的影响研究 |
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| 引用本文： | 胡保玲. 忠诚计划对顾客保持行为的影响研究[J]. 税务与经济, 2008, 0(5) |
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| 作者姓名： | 胡保玲 |
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| 作者单位： | 青岛理工大学商学院 |
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| 摘 要： | 忠诚计划将对重复购买与推荐意向产生影响。研究发现,缺少情感因素的忠诚计划无法对顾客推荐意向产生积极的影响。在竞争者未跟进的情况下,忠诚计划对顾客重复购买有显著的正向影响;在竞争者跟进的情况下,短期内可能对顾客重复购买意向影响显著,但从长远看,其影响是弱的甚至无影响。
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| 关 键 词： | 忠诚计划 顾客保持 重复购买 推荐意向 |
Research on the Infuence of Loyalty Program on the Customer Retention Behavior |
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| Hu Bao-ling. Research on the Infuence of Loyalty Program on the Customer Retention Behavior[J]. Taxation and Economy, 2008, 0(5) |
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| Authors: | Hu Bao-ling |
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| Abstract: | Loyalty program influences customer repurchase behavior and recommendation intention.Loyalty program which lacks emotion factors isn' t positively related to recommendation intention.When competitors don't implement the same and analogous programs,it is positively related to customer repurchase behavior,by contraries,it is only signifi- cantly related to repurchase behavior in short time. |
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| Keywords: | loyalty program customer retention repurchase behavior recommendation intention |
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