- 學位論文
零售商顧客忠誠計畫—忠誠卡方案之等級以及常客獎勵方案之效果
Customer loyalty program of the retailer – level of the loyalty card program and the effect of the reward program
摘要
摘要 本研究結合關係行銷理論－關係利益、關係品質、關係結果的架構，探討忠誠計畫在利益型態、承諾型態之間如何相互影響，以及如何帶動忠誠度的提升。並進一步比較實體通路與虛擬通路之間，其效應是否有所不同。本研究以綜合商品零售業為研究範圍，實驗一：實體通路鎖定百貨商場，實驗二：虛擬通路鎖定網路商城。研究對象為一般消費大眾，包括有參與會員計畫的消費者以及一般顧客的消費者。採用情境模擬法，操弄變數為「忠誠計畫」與「點數累積型態」，為2因子5組的實驗設計。進行便利抽樣調查，共發放1100份問卷，有效問卷1003份。透過SPSS 19.0進行敘述性統計分析、整體模式檢定、信效度分析，以及Smart PLS進行結構方程模式分析等。 研究結果顯示，忠誠計畫方案與等級的畫分，會使顧客知覺到特殊對待獎勵效益大於財務性獎勵，在虛擬通路中尤為明顯。利益型態對承諾型態以及忠誠度皆產生正向影響，且消費者知覺社會性獎勵，不論是對通路或對服務人員，抑或是對於再購意圖或口碑傳遞，其影響力皆遠遠大於經濟性獎勵。唯在實體通路的忠誠卡方案比較情境中，財務性獎勵不會促使消費者產生口碑傳遞的行為。承諾型態對忠誠度的影響皆呈正向，但在虛擬通路中，對通路的信任培養不會影響消費者重複購物意願的產生。積累計畫與即時計畫只有在實體通路中，當利益型態對持續性承諾的影響下，才能發揮調節作用。
並列摘要
ABSTRACT In this study, combined with relationship marketing theory - the interests of all, the relationship between the quality of the relationship between the results of architecture to explore the loyalty program in the interests of patterns, promise how interaction between the patterns, and how to drive to enhance loyalty. And further compared between physical channel and virtual path, its effect is different. In this study, general merchandise retailing in the study, Experiment 1: physical channel lock department stores, second experiment: virtual path network lock mall. The subjects were the general consumer public, including the participation of members of the general plan of the consumers and consumer customers. Using situational simulation, manipulation of variables "accumulation patterns points" to "loyalty program" and for 2 factorial experimental 5 design group. Convenience sampling survey carried out, a total of 1100 questionnaires were valid questionnaires 1003 copies. A narrative through SPSS 19.0 statistical analysis, the overall pattern verification, reliability and validity analysis and structural equation modeling Smart PLS analysis. The results showed that levels of loyalty programs and plans to draw points, customers will perceive the benefits outweigh the reward special treat-financial incentives, particularly evident in the virtual path. Interest generated patterns are patterns of commitment and loyalty to a positive impact, and the consumer perception of social rewards, both for access or for service personnel, or is the intention to re-purchase or transfer reputation, its influence is far greater than all economic incentives. The only entity in the loyalty card program via the relatively context, - financial incentives will not prompt consumers to pass word of mouth behavior. Influence commitment patterns of loyalty were highly positive, but in a virtual path, trust in the cultivation of passage will not affect consumer willingness to generate repeat shopping. Accumulation plan with immediate plans only in the physical path, when under the influence of the interests of patterns of persistent commitment to play a regulatory role.