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首页> 外文期刊>Procedia - Social and Behavioral Sciences >The Relationship between Loyalty Program, Customer Satisfaction and Customer Loyalty in Retail Industry: A Case Study
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The Relationship between Loyalty Program, Customer Satisfaction and Customer Loyalty in Retail Industry: A Case Study

机译：零售行业忠诚度计划，客户满意度和客户忠诚度之间的关系：一个案例研究

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摘要

Most businesses such as retail business implemented loyalty program to increase their customer's satisfaction and deter their customer from defecting to their competitors. However, the success of this program is not substantiated. The problem appears that supermarket chain loyalty programs are not successfully creating loyalty. All suffer from being too much alike and most loyalty programs feature membership card in the markets. These loyalty mechanisms are not creating ultimate loyalty to one supermarket because customers belong to more than one supermarket loyalty program in order to get special price and promotions. Thus, this study is intended to investigate the relationships among loyalty program, customer satisfaction and customer loyalty in retail industry. The findings indicate that there are positive and significant relationships among loyalty program, customer satisfaction and customer loyalty. The findings confirm that Shopping Partners’ Program, Gift Redemptions, Insurance Coverage, and Special Price significantly influence customer satisfaction and Shopping Partners’ Program, Member's Day, Rebate Gift Voucher and Special Price significantly influence customer loyalty. However, Rebate Gift Vouchers, Member's Day and Magazine does not significantly influence customer's satisfaction and Gift Redemption, Insurance Coverage, and Magazine does not significantly influence customer loyalty. The implications of the findings are discussed.
机译：诸如零售业务之类的大多数业务都实施了忠诚度计划，以提高客户满意度，并阻止客户背叛竞争对手。但是，该程序的成功没有得到证实。问题似乎在于，连锁超市的忠诚度计划无法成功建立忠诚度。所有人都有太多相似之处，大多数忠诚度计划都在市场上设有会员卡。这些忠诚度机制并没有建立对一个超级市场的​​终极忠诚度，因为为了获得特价和促销，客户属于一个以上的超级市场忠诚度计划。因此，本研究旨在调查零售行业中的忠诚度计划，客户满意度和客户忠诚度之间的关系。调查结果表明，忠诚度计划，客户满意度和客户忠诚度之间存在积极且重要的关系。调查结果证实，购物伙伴计划，礼品兑换，保险范围和特惠价格会显着影响客户满意度，购物伙伴计划，会员日，回扣礼品券和特惠价格会显着影响客户忠诚度。但是，回扣礼品券，会员日和杂志不会显着影响客户的满意度，礼品兑换，保险范围和杂志不会显着影响客户的忠诚度。讨论的结果的含义。

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