A Study on Exploring the Performance of Customer Loyalty Programs

探討顧客忠誠方案之績效研究

蔡旖凡(Yi-Fan Tsai) ； 張允熙(Yun-Hsi Chang) ； 陳銘嘉(Ming-Chia Chen)

《明道學術論壇》 7卷4期 (2011/12) Pp. 3-28

https://doi.org/10.6953/MJ.201112.0003

摘要

顧客忠誠度一直是服務業行銷的重要議題。很多公司從發行會員卡中獲利。但是有些公司卻因此而增加成本。會員卡制度不應該改變行銷的基本結構。如此可保持原有的效果且成為行銷的利器，但一方面會增加行銷成本。雖然會員卡制為今日的零售業帶來極大的效益，但是可能會因為被簡化成「集點卡」而形成假的顧客忠誠。這種結果造成了零售業惡性競爭而產生更多的成本支出。相同的，當會員卡被簡化為一種收集資料的機制，把注意力集中在索取更多顧客的詳細資料使實施忠誠方案的目標變模糊。本研究擬針對餐旅業之行銷部經理人，進行深度訪談與問卷調查，以釐訂與忠誠度相關的重要因素，結合文獻探討的觀點，分析會員卡制度在實行上的有效性。研究結果將指出顧客的忠誠度維護如果僅提供會員卡制是不夠的，正面的口耳相傳、顧客有『物超所值』的感覺以及長期經營顧客關係…等關鍵因素的配合下，才能產生真正的忠誠顧客。

關鍵字

忠誠計劃 ； 顧客忠誠度 ； 會員卡

並列摘要

Customer loyalty has been an important issue in the service marketing. Many companies were benefited from developing loyalty programs. However, some companies have increased in cost. Loyalty program should not change the basic structure. While the loyalty program (eg. Customer loyalty card) brings great benefits for retail industry, it has become simplified as ”Bonus card” and caused spurious loyalty. That is, the goal of loyalty programs will become ambiguous as an information- gathering mechanism focusing on gaining more detailed information to retain customers. Therefore, the related literature was collected and the method of in-depth interview was used in this study to examine the effectiveness of loyalty programs in different Scottish hotels, five marketing managers were participated to determine important factors of loyalty. The results indicated that customer loyalty card is not enough to maintain customer loyalty, the combination key factors such as positive word of mouth, customers have the feeling ”value for money” and long-term customer relationship management are vital in producing true customer loyalty.

並列關鍵字

Loyalty program ； Customer loyalty ； Customer loyalty card