Factors Influencing the Loyalty Programs Effect in Taipei Department Store

• Main Authors: Lin, Chih-Hsiung, 林志雄
• Other Authors: Chiu, Kuang-Hui
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/98102255625630268375

碩士 === 國立臺北大學 === 企業管理學系 === 98 === Loyalty programs are important tools for driving customer retention in many industries, including airlines, credit card companies, retail and hotel chains. Generally the loyalty program can coordinate the company CRM (customer relationship management; CRM) strategy and improve customer long-term relationship. Hence it is very important to use the loyalty program to enhance the customer loyalty. Despite the large number of firms offering loyalty programs and their high levels of consumer membership, many loyalty programs have not been successful. Customer loyalty is only to establish the possibility of feedback in the financial aspects and the customers are unable to be satisfied with psychological and sociological demand. Further loyalty programs can only serve as a disguised form of price promotion. As a result, when a retail store develop loyalty program, in addition to consideration of the content of program, they have to be taken into accounting the customer satisfaction and brand equity. Thus the three independent variables together to consider the analysis to the complete understanding of the impact of loyalty program effect. This article also makes the assumption that customer loyalty for the indicator of loyalty program effectiveness. On the one hand, based on past behavior to understand the customer loyalty, on the other hand, it can also predict future customer behavior on the attitude and intention. Finally, in the empirical research, data from the memberships of the loyalty program in Taipei chain-like Department stores as the questionnaire data source.