忠诚计划结构及顾客利益对顾客地位感知的影响研究

在梳理有关忠诚计划等级及利益的相关理论的基础上,运用实验设计的方法获得顾客感知数据,对比差异化的忠诚计划结构和利益设计对顾客的地位感知产生的影响.研究发现,3个层级的忠诚计划相对2个层级的忠诚计划会给顾客带来更强的优越感;第二层人数比例的增加会对顶层顾客的地位感知影响不大;对忠诚计划顶层的顾客,提供特殊待遇和特殊服务等软性利益比提供奖励、积分等硬性利益更能够提升该层顾客的地位感知.

Effect of Loyalty Program Structure and Benefits on Customers' Perceived Status

The effect of loyalty program structure and benefits on customers' perceived status was studied, the method of experimental design was used to collect customer perceived data and compare different loyalty program structures, on the basis of previous research about loyalty program structure and benefits. The results reveal that a three-tier program is more satisfying to all customers involved than a two-tier program, and the increasing of the scaling of the second tier will not affect the perceived status feeling of the top tier. At the same time, for the top customers of the loyalty program, soft benefits such as special treatment and special services can make them more superior relative to hard benefits such as providing reward and integral.