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首页> 外文会议>IEEE International Conference on Service Operations and Logistics, and Informatics >Research on basic forms and distribution of relationship benefits in customer loyalty programs: Based on relational bonds
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Research on basic forms and distribution of relationship benefits in customer loyalty programs: Based on relational bonds

机译：客户忠诚度课程中关系效益的基本形式和分布研究：基于关系债券

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摘要

As an important means of relationship marketing strategy, customer loyalty programs have been implemented by many enterprises. The paper attempts to figure out the existence state of relationship benefits and their distribution based on relational bonds, we try to build the classification and hierarchical structure model of relationship benefits. First, we explore five basic forms of relationship benefits through in-depth interviews. Second, we established the framework of customers' total perception on relationship benefits-relational bonds-relationship benefits, and proposed the hypothesis. We used SEM to analyze the data collected in the empirical research. The data verified the hypothesis, and we made further discussion on conclusions and pointed out the managerial implications.
机译：作为关系营销策略的重要手段，许多企业都实施了客户忠诚度计划。 本文试图弄清楚关系效益的存在状态及其基于关系债券的分布，我们试图建立关系效益的分类和层次结构模型。 首先，我们通过深入访谈探索五种基本的关系效益。 其次，我们建立了客户对关系福利关系债券关系福利的完全看法的框架，并提出了假设。 我们使用SEM分析了经验研究中收集的数据。 该数据验证了假设，我们进一步得出了讨论，并指出了管理的影响。

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