| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 91 === Membership activity is one of the most common marketing methods. Its major objective is to establish and maintain a long-term customer relationship. This study has taken body fitting club as an example, to explore the linking between paid membership relationship marketing and customer loyalty. There were many studies which took commitment to the main variable to affect customer follow-up behavior in the past. However, business seldom put marketing promotion activities into researches concretely. In addition, studying the marketing relationship between the organization and individual customer was rarely adopted. On the other hand, this study has taken human values as a moderator variable, trying to use it to segregate market, furthermore, to formulate the management strategy.
The objectives of this study have two: one is to explore the membership relationship marketing activities through literature review; the other is trying to understand the degree of the moderator effect between marketing activity and customer loyalty. This study has used Oliver (1999) four loyalty strategies (product superiority, determined self-isolation, village envelopment and immersed self-identity) as membership marketing activities; and used Kahle (1983) LOV scale (hedonism, empathy and self-actualization) to measure human values. Besides, multi-variable multi-regression has been analyzed the affect of each construct relationship. The results are listed as following:
1.Product superiority, village envelopment and self-identity marketing activities have positive relationship to customer loyalty.
2.Determined self-isolation marketing activity has negative relationship with customer loyalty.
3.Enterprisers who use product superiority membership relationship marketing activities to the members who emphasize hedonism values can enhance their customer loyalty more than their counterpart.
4.Enterprisers who use village envelopment membership relationship marketing activities to the members who emphasize empathy values can enhance their customer loyalty more than their counterpart.
5.Enterprisers who use immersed self-identity membership relationship marketing activities to the members who emphasize self-actualization values can enhance their customer loyalty more than their counterpart.
6.Enterprisers who use less determined self-isolation membership relationship marketing activities to the members who emphasize self-actualization values can enhance their customer loyalty more than their counterpart.
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