【摘要】 本文对回报计划感知价值和客户价值与客户忠诚间的关系进行了研究,并考虑了竞争所可能产生的影响。结果表明:回报计划在企业营销创新中具有积极的战略意义,并且计划感知价值与客户价值均可对客户忠诚产生积极影响。存在竞争时,当企业提供的计划感知价值大于竞争对手时,会使客户具有更高水平的客户价值和客户忠诚。更多还原

【Abstract】 The paper researched the relationship between value perception of the reward programs,customer value and cus- tomer loyalty and also investigated the effect of competition.The result shows that reward programs have positive strategic value for enterprise marketing innovation and both value perception of reward programs and customer value have positive effects on customer loyalty.When customers’assessments of current value perception of reward program are more favora- ble than competitors’value perception,customers will hold higher level of customer value and customer loyalty.更多还原