顧客參與聯合忠誠度方案之前因與效果—以快樂購聯合集點卡為例

The Antecedents and Consequences of Customers’Participation in Coalition Loyalty Programs－Using “Happy Go Joint Bonus Points Program” as an Example

陳佳汶(Chia-Wen Chen)

指導教授 ： 黃恆獎

國立臺灣大學/管理學院/國際企業學研究所/碩士(2006年)

https://doi.org/10.6342/NTU.2006.02661

摘要

忠誠度方案近年來風光稍減，新興的「聯合忠誠度方案」成為二十一世紀顧客忠誠度方案的新趨勢。「聯合忠誠度方案」指的是三個或多個以上的廠商聯合舉辦忠誠度方案，以分攤品牌、營運、行銷成本，並共享顧客資料。與傳統的忠誠度方案相比，聯合忠誠度方案可以讓顧客更快速的累積點數，出門購物時也不需攜帶多張會員卡。除了分攤成本之外，參與聯合忠誠度方案的廠商也多了交叉銷售的機會。本研究欲探討顧客參與聯合忠誠度方案之前因與效果，提出模型納入顧客承諾的三個構面(規範性承諾、持續性承諾、情感承諾)以及交叉購買的概念，並與衡量忠誠度之三個行為指標連結：再購意願（關係長度）、增加使用量（關係深度）、交叉購買意願（關係廣度）。本研究利用線性結構關係模式來檢驗模型假設，資料來源為326名快樂購聯合集點卡卡友。研究結果發現「顧客承諾」並未造成「再購意願」提高，但對聯合忠誠度方案之「滿意度」正向影響「再購意願」。滿意度來自顧客對此聯合忠誠度方案所感受到的價值，包括現金價值、獎品的選擇多寡、獎品是否能激勵兌換、得到獎品的可能性，以及參加方案的方便性。「情感承諾」正向影響顧客對聯合忠誠度方案廠商的使用量，但負向影響「交叉購買意願」。「交叉購買驅動力」正向影響「交叉購買意願」。「交叉購買驅動力」包括聯合忠誠度方案中參與廠商的廣度、是否有形象衝突、產品價格合理性、產品互補性、是否有客製化。本研究並發現三個行為忠誠度指標之間有正向的增強效果。

關鍵字

忠誠度方案 ； 聯合忠誠度方案 ； 顧客承諾 ； 交叉購買 ； 關係行銷 ； 線性結構關係模式

並列摘要

Loyalty programs’ popularity seems to be on the wane in recent years. Newly-emerged coalition loyalty programs become loyalty trend of the 21st century. Coalition loyalty programs mean three or more firms band together to share branding, operational, marketing costs and data ownership of a common loyalty program. Compared with traditional loyalty program, coalition loyalty programs let consumers accumulate points more quickly and they don’t need to bring many cards when go shopping. Firms in coalition loyalty programs will benefit from the chances of cross-selling. Our study intends to explore the antecedents and consequences of customers’ participation in coalition loyalty programs. We incorporate three components of customer commitment (normative commitment, continuance commitment, affective commitment) and cross-buying into our model and link them with three behavioral loyalty measures: repurchase intention (relationship length), increased usage (relationship depth), and cross-buying intention (relationship breadth). Structural equation modeling is used to test the model based on the data of 326 members in “Happy Go Joint Bonus Points Program.” The result doesn’t show links between three components of commitment and repurchase intention but indicates that satisfaction to the coalition loyalty program leads to repurchase intention. Satisfaction comes from the value perceived from the program, which includes cash value, redemption choices, aspirational value, relevance, and convenience. Affective commitment positively influences usage level but negatively affects cross-buying intention. Cross-buying drivers (“the extent or varieties of the stores in the coalition loyalty program”, “the extent of image conflicts”, “payment equity”, “complementarity” and “customization”) positively influence cross-buying intention. Finally, positive interactions exist between repurchase intention, increased usage, and cross-buying intention.

並列關鍵字

loyalty program ； coalition loyalty program ； customer commitment ； cross-buying ； relationship marketing ； Structural Equation Modeling

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