关系营销中基于承诺与信任的客户回报计划的机制研究

客户回报计划已成为一种重要的关系营销手段,但却没有太多研究着眼于回报计划的运作机制。本文研究了回报计划感知价值与承诺和信任的关系以及感知价值通过承诺与信任对客户忠诚的影响,并建立了回报计划运作机制研究模型,之后通过实验设计获取数据验证了此模型。研究结果为营销研究和客户回报计划实践提供了理论指导。

On the Mechanism of Customer Reward Programs Based on Commitment and Trust in Relationship Marketing

Despite the proliferation of reward programs in customer relationship management, there is little research that focuses on the mechanism of such programs. The paper investigates how value perception of the reward program affects customer commitment and customer trust and analyses the relationship between customer commitment, customer trust and customer loyalty. The reward programs mechanism is validated by an experiment design. Findings of this study provide not only theoretical guidance for marketing research, but also empirical evidences for marketing practices.