百貨業顧客忠誠計劃成效評估模型之研究 －以台北市百貨公司貴賓卡卡友為例

Factors Influencing the Loyalty Programs Effect in Taipei Department Store

林志雄(Chih- Hsiung Lin)

指導教授 ： 邱光輝

國立臺北大學/商學院/企業管理學系/碩士(2010年)

摘要

忠誠計劃(loyalty program)是目前零售業使用相當廣泛的一種行銷工具，其目的為透過現有顧客關係提升來追求未來顧客持續的忠誠。但並不是所有的忠誠計劃都能有效的提升顧客的忠誠度。因此當企業導入忠誠計劃時，除了考慮計劃設計內容對顧客的吸引力，以及顧客參與計劃後停止參與的轉換成本之外，仍須考慮其他的因素如顧客滿意及品牌權益，以確保企業執行忠誠計劃的成效。本研究以忠誠計劃的吸引力及轉換成本，及品牌權益作為自變數並以顧客滿意作為中介變數，來建構一個命名為「忠誠計劃成效評估之模型」，並以實證數據來驗證其顯著性。研究樣本以參與台灣百貨公司的忠誠計劃顧客為對象，並在百貨公司林立的台北市幾個主要商圈做面對面問卷填寫及回收。回收以後資料以SPSS 17.0做為統計分析的工具，經過信度及效度及相關性及中介效果驗證。最後以線性迴歸模式驗證假說顯著性。結果各兩兩變數均有顯著相關性用線性迴歸分析其檢定亦達顯著性。另外以顧客滿意作為模型其他3個自變數的中介因子時，品牌權益是唯一沒有中介效果出現。這顯示品牌權益較忠誠計劃本身對顧客忠誠更有影響力。最後本研究亦發現轉換成本對顧客忠誠的影響程度是所有自變數最低的，這可能與百貨公司實施忠誠計劃的方式有關。

關鍵字

忠誠計劃,顧客滿意,品牌權益,顧客忠誠

並列摘要

Loyalty programs are important tools for driving customer retention in many industries, including airlines, credit card companies, retail and hotel chains. Generally the loyalty program can coordinate the company CRM (customer relationship management; CRM) strategy and improve customer long-term relationship. Hence it is very important to use the loyalty program to enhance the customer loyalty. Despite the large number of firms offering loyalty programs and their high levels of consumer membership, many loyalty programs have not been successful. Customer loyalty is only to establish the possibility of feedback in the financial aspects and the customers are unable to be satisfied with psychological and sociological demand. Further loyalty programs can only serve as a disguised form of price promotion. As a result, when a retail store develop loyalty program, in addition to consideration of the content of program, they have to be taken into accounting the customer satisfaction and brand equity. Thus the three independent variables together to consider the analysis to the complete understanding of the impact of loyalty program effect. This article also makes the assumption that customer loyalty for the indicator of loyalty program effectiveness. On the one hand, based on past behavior to understand the customer loyalty, on the other hand, it can also predict future customer behavior on the attitude and intention. Finally, in the empirical research, data from the memberships of the loyalty program in Taipei chain-like Department stores as the questionnaire data source.

並列關鍵字

loyalty program, customer satisfaction, brand equity, loyalty intention, customer loyalty

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