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首页> 外文期刊>African Journal of Business Management >The effects of loyalty programs on customer loyalty: The mediating role of customer value and the moderating role of relationship benefits
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The effects of loyalty programs on customer loyalty: The mediating role of customer value and the moderating role of relationship benefits

机译：忠诚度计划对客户忠诚度的影响：客户价值的中介作用和关系收益的调节作用

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Since the prevalence of loyalty programs worldwide, one of the urgent issues in retailing is whether loyalty programs really enhance customer loyalty. This paper proposes a conceptual framework that utilizes the construct of customer value to explain the link between loyalty programs and customer loyalty in retail context. Based on 450 respondents from members of several large department stores, the results posit that loyalty programs have indirect positive impact on behavioral loyalty, affective loyalty via utilitarian value, hedonic value. This mediating progress is moderated by relationship benefits derived from the long-term relationship between retailers and their customers. The results also show that the role of utilitarian value playing in promoting customer loyalty is more significant, which has certain reference for retailers to design effective loyalty programs.
机译：由于忠诚度计划在全球范围内普遍存在，因此零售业中迫切需要解决的问题之一就是忠诚度计划是否真的能增强客户的忠诚度。本文提出了一个概念框架，该框架利用客户价值的构造来解释零售环境下的忠诚度计划与客户忠诚度之间的联系。根据来自几家大型百货公司成员的450位受访者的调查结果，忠诚度计划对行为忠诚度，通过功利价值，享乐价值产生的情感忠诚有间接的积极影响。调解进展受零售商及其客户之间的长期关系所产生的关系收益的调节。研究结果还表明，功利价值在促进客户忠诚度方面的作用更为重要，这对零售商设计有效的忠诚度计划具有一定的参考价值。

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