Research on Influence Path of Loyalty Program: Based on the Perspective of Perceived Value
With the increasing competition among modern enterprises, customer loyalty has become the core competitiveness and profit source of enterprises. This study introduces the concepts of Equity Theory and Switching Costs into loyalty program, adopts the survey method based on the question items targeted at loyalty program and explains the specific connotation and measurement dimension of perceived equity and switching costs in the loyalty program through the analysis of structure equation model, and constructs the two path mechanisms of customer perceptionsatisfaction-loyalty and customer perceptionswitching costs-loyalty, so as to make supplements for the research of loyalty program and thus bring forward management advice for
Loyalty program Perceived value
LI Zinan NIU Haipeng LIN Chun Elizabeth Stylianou
School of Business, Renmin University of China, P. R. China, 100872 Management Committee of Dongshan District, City of Jieyang, Guangdong Province, China, 522000 School of Business Administration, University of Dayton, Ohio, USA, 45409
国际会议
贵阳
英文
13-17
2011-12-17（万方平台首次上网日期，不代表论文的发表时间）