积分回报计划对电信客户忠诚度影响研究
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摘要
电信重组后,三大运营商进入全业务竞争时代,通信市场越来越趋向同质化的竞争,提高客户忠诚度是一种重要的营销与竞争手段,是通信企业需要解决的重要问题。积分回报计划是提高客户忠诚度的一种方式,目前,国内三大电信运营商也都相继建立了各自的积分回报计划,加强忠诚客户的开发,但其对客户忠诚度的影响作用怎样,能否达到提高客户忠诚度的目的,需要深入研究。
本文对企业回报计划和客户忠诚相关理论进行了文献研究,重点研究电信业积分回报计划的经济功能价值和社交情感价值、客户转换成本、顾客满意、客户行为忠诚和品牌忠诚相互之间的关系。在此研究基础上构建了电信运营商的积分回报计划对客户忠诚度的影响机制模型。通过实证研究,探寻电信业的积分回报计划对客户忠诚度的影响因素以及影响路径。
在实证过程中,借助结构化方程模型验证了电信运营商的积分回报计划对客户忠诚度影响机制模型,最终揭示出积分回报计划对客户忠诚度的有效作用机制,即客户积分回报计划的经济功能价值是以顾客满意为中间变量作用于客户行为忠诚和品牌忠诚,积分回报计划的社交情感价值是以顾客满意和转换成本为中间变量作用于客户的行为忠诚和品牌忠诚,研究结果为电信运营商制定积分回报计划提供了实证指导。
基于上述分析,本文最后从电信运营商的角度出发,指出了目前电信运营商积分回报计划当中存在的主要问题,提出了影响电信行业积分回报计划成功的关键要素,并根据实证研究结果和目前积分回报计划的现状,提出了有针对性的建议,为电信运营商的积分回报计划的改进提供了参照。
After the telecom industry restructuration, the three operators enters into the era of full-service competitive, and telecommunication market tends into the condition of homogenization competition, so increasing customer loyalty becomes an important means of marketing and competition, at the same time, the telecommunication companies need to address this important issues. Points reward program is a method to improve customer loyalty. Currently, the three telecom operators have established their own points reward program to enhance customer loyalty, how the reward programs affect customer loyalty and whether those can enhance customer loyalty or not still need to study deeply.
This paper takes the theory of enterprise reward programs and customer loyalty as research objectives, focusing on the relationship of point reward program's economic function value and social emotional value, customer switching costs, customer satisfaction, customer behavior loyalty and brand loyalty in telecommunication industry. Based on this, the paper builds a mechanism model of how telecom operators'point reward program affects customer loyalty. Through the empirical research, the paper explores the impact factors and impact path of point reward program to the customer loyalty.
In the empirical process, the paper tests and verifies the mechanism model of how the reward program affects customer loyalty, and ultimately reveals the effective mechanisms of the point reward programs to customer loyalty. That is to say, economic function value takes the customer satisfaction as intermediate variable and has an effect on customer behavior loyalty and brand loyalty; social emotional value takes the customer switching costs and customer satisfaction as intermediate variables to affect customer behavior loyalty and brand loyalty. The results provide a theoretical guidance for telecom operators to develop customer loyalty.
Based on the above analysis, in the end this paper points out the major problems existing in the telecom operators'point reward programs and the key elements affecting success of point reward program from the perspective of telecom operators, based on empirical findings and the current status, the paper proposes some targeted recommendations for the telecom operators. All of these work provides a practical guide for the telecom operators'point reward program.
本文对企业回报计划和客户忠诚相关理论进行了文献研究,重点研究电信业积分回报计划的经济功能价值和社交情感价值、客户转换成本、顾客满意、客户行为忠诚和品牌忠诚相互之间的关系。在此研究基础上构建了电信运营商的积分回报计划对客户忠诚度的影响机制模型。通过实证研究,探寻电信业的积分回报计划对客户忠诚度的影响因素以及影响路径。
在实证过程中,借助结构化方程模型验证了电信运营商的积分回报计划对客户忠诚度影响机制模型,最终揭示出积分回报计划对客户忠诚度的有效作用机制,即客户积分回报计划的经济功能价值是以顾客满意为中间变量作用于客户行为忠诚和品牌忠诚,积分回报计划的社交情感价值是以顾客满意和转换成本为中间变量作用于客户的行为忠诚和品牌忠诚,研究结果为电信运营商制定积分回报计划提供了实证指导。
基于上述分析,本文最后从电信运营商的角度出发,指出了目前电信运营商积分回报计划当中存在的主要问题,提出了影响电信行业积分回报计划成功的关键要素,并根据实证研究结果和目前积分回报计划的现状,提出了有针对性的建议,为电信运营商的积分回报计划的改进提供了参照。
After the telecom industry restructuration, the three operators enters into the era of full-service competitive, and telecommunication market tends into the condition of homogenization competition, so increasing customer loyalty becomes an important means of marketing and competition, at the same time, the telecommunication companies need to address this important issues. Points reward program is a method to improve customer loyalty. Currently, the three telecom operators have established their own points reward program to enhance customer loyalty, how the reward programs affect customer loyalty and whether those can enhance customer loyalty or not still need to study deeply.
This paper takes the theory of enterprise reward programs and customer loyalty as research objectives, focusing on the relationship of point reward program's economic function value and social emotional value, customer switching costs, customer satisfaction, customer behavior loyalty and brand loyalty in telecommunication industry. Based on this, the paper builds a mechanism model of how telecom operators'point reward program affects customer loyalty. Through the empirical research, the paper explores the impact factors and impact path of point reward program to the customer loyalty.
In the empirical process, the paper tests and verifies the mechanism model of how the reward program affects customer loyalty, and ultimately reveals the effective mechanisms of the point reward programs to customer loyalty. That is to say, economic function value takes the customer satisfaction as intermediate variable and has an effect on customer behavior loyalty and brand loyalty; social emotional value takes the customer switching costs and customer satisfaction as intermediate variables to affect customer behavior loyalty and brand loyalty. The results provide a theoretical guidance for telecom operators to develop customer loyalty.
Based on the above analysis, in the end this paper points out the major problems existing in the telecom operators'point reward programs and the key elements affecting success of point reward program from the perspective of telecom operators, based on empirical findings and the current status, the paper proposes some targeted recommendations for the telecom operators. All of these work provides a practical guide for the telecom operators'point reward program.
引文
[1]Reichheld, Frederick F., Earl W.Sasser Zero defections:Quality comes to services Harvard Business Review 1990(September-October) P:105-111
[2]Reichheld, Frederick and Thomas Teal The Loyalty Effect Harvard Business School Press Boston Massachusetts 1996
[3]菲利普.科特勒 营销管理 上海 上海人民出版社 1997
[4]Lewis Michael Applications of Dynamic Programming to Customer Management EVANSTON ILLINOIS Northwestern University 2001
[5]Sharp, Byron, Anne Sharp Loyalty Program and their impact on repeat-Purchase loyalty Patterns International Journal of Research in Marketing 1997 P:473-486
[6]Kim, Mengze Shi and Kannan Srinivasan Reward Programs and Tacit collusion Marketing Science Vol.20 No.2 2001 P:99-120
[7]Nanda, Kumar, Rao Ram Effect of loyalty card Programs on supermarket prices Working Paper Dallas University of Texas May 2003 P:1-36
[8]O'Brien, Louise and Charles Jones Do Rewards Really Create Loyalty? Harvard Business Review May-June,1995 P:75-82
[9]KoPalle Praveen and Scott Neslin The Economic Viability of Frequency Reward Programs in a Strategic Competitive Environment Review of Marketing Science(Forthcoming) 2003
[10]Deighton, John Frequency Programs in Service Industries in SwartZ, T. and D.lacobucci eds Handbook of Services Marketing and Management Sage Publications London 2000 P:401-408
[11]Barlow, Richard, Loyalty Programs www.colloquy.com.8(2) 1999
[12]Bell David and Lai Rajiv The Impact of Frequent Shopper Programs in Grocery Retailing Working Paper Harvard University 2003
[13]Philip Kotler Marketing Management Millennium Edition [M] Prentice Hall 2000(7).
[14]黄坚平,李晋明 浅谈顾客满意度与顾客忠诚度 北京工商大学学报 2003(4)
[15]戴海宏 顾客满意度和客户忠诚度在客户关系管理中的应用研究 济南：山东大学企业管理系 2005(6)
[16]黄灿灿 顾客的满意度与顾客忠诚度辨析 北方经贸 2006(4).
[17]Jones, TO & Mothersbough, Beatty Switching barriers and repurchase intentions in services Journal of Retailing 2000(7).
[18]Kim, B.M.Shi., K.Srinivasan Reward Programs and Tacit Price Collusion Marketing Science 2001 20(Spring) P:99-120
[19]Caruana The Impact of Switching Costs on Customer Loyalty:A Study among Corporate Customers of Mobile Telephony Journal of Targeting Measurement and Analysis for Marketing 2005(9).
[20]Reichheld F Loyalty-Based Management Harvard Business Review 1998(3)
[21]Kivetz, Ran, Simonson The Idiosyncratic Fit Heuristic:Effort Advantage as a Determinant of Consumer Response to Loyalty Program Journal of Marketing Research Nov2003, Vol.40 Issue4, p454,14
[22]齐佳音 企业客户价值研究 [学位论文] 西安,西安交通大学,2002
[23]Youjae Yi, Hoseong Jeon Effects of Loyalty Programs on Value Perception, Program Loyalty and Brand Loyalty Journal of the Academy of Marketing science 2003,31(3) P:229-231
[24]Mary M.Long, Leon G Schifman Consumption Values and Relationships Segmenting the Market for Frequency Programs Journal of Consumer Marketing Vol.17, No.3,2000 P:214-232
[25]克莱夫·哈姆比,特里·亨特 德士高的故事 企业管理出版社 2005
[26]王晓光 战略联盟的创新模式——积分联盟问题研究 山东经济,2005
[27]蔡华林 战略联盟营销理念的演进分析财经丛论 第6期(总第127期)2006年11月
[28]Heejin Lee, Sherah Kurnia A Stakeholder Perspective on Successful Electronic Payment Systems Diffusion Proceedings of the 39th Hawaii International Conference on System Sciences 2006
[29]岳杨 移动运营商的积分营销研究 [学位论文] 北京,北京邮电大学,2007
[30]野村综合研究所 (吕廷杰 韩海生译) 新时代的企业货币 北京邮电大学出版社 2008
[31]刘来发.电信行业顾客满意与顾客忠诚的研究及其应用 [学位论文] 上海,复旦大学,2004
[32]高蕾蕾 中国网通集团客户的顾客忠诚度研究 [学位论文] 天津,天津理工大学,2008
[33]王林林 电信服务于服务营销 天津大学出版社 2008
[34]赖国毅,陈超SPSS17.0中文版常用功能与应用实例精讲 电子工业出版社2010
[35]包颖杰 基于Webservices的电信积分兑换管理系统的设计与实现 [学位论文] 上海,复旦大学,2009
[36]李明东,俞红阳 通讯行业顾客忠诚计划_以中国移动为例 消费导刊 2009年10期：31-32
[37]王翊 积分真能留住消费者的忠诚吗? 中国经营报 2007年12月3日(B03)
[38]张喜成 客户回报计划设计及效用研究 北京邮电大学硕士学位论文 2008
[39]曹雨 中国移动通讯市场顾客忠诚之实证研究[学位论文]武汉,武汉大学,2004
[40]马宝龙,李金林 等回报计划对重复购买行为模式的影响研究 数理统计与管理2007.5
[41]杨晓东 顾客忠诚的影响因素分析和基本驱动模型的建立 [学位论文] 沈阳,东北大学,2006
[42]马宝龙,李金林 超市客户回报计划有效性的实证研究 商业研究 2007.4
[43]陈秋英 转换成本对顾客感知价值与忠诚度的调节作用 厦门理工学院学报第19卷第3期2011年9月
[44]蒲峰 客户忠诚计划有效作用机制实证研究 [学位论文] 北京,北京邮电大学,2008
[45]周文志 中国电信业竞争模式创新研究 [学位论文] 吉林,吉林大学,2006
[46]张赐琪 点数积分：市场营销新方略 上海企业 2003,(11).
[47]赵洪波 电信企业客户关系管理 北京 人民邮电出版社 2003,(8).
[48]高斌 通信经济学 北京 人民邮电出版社 2004.
[49]陈增祥,王海忠 忠诚计划中不同感知价值与计划忠诚和品牌忠诚的关系 管理科学 第21卷第1期2008年2月
[50]周志民 基于品牌社群的消费价值研究 中国工业经济 2005(2)：103-109
[51]苏静 论通信企业提高客户忠诚度 通信世界 2004(3)：28-29
[52]周梅华,岑静霆 顾客忠诚度的测量及其实证 研究科技导报 2004(06)：30-34
[53]万正峰,刘云华.西方的顾客忠诚研究及实践启示 当代财经 2003,(2)
[54]李爱梅,肖胜.电信企业顾客忠诚的实证研究 商业时代 2005,(8)
[55]王新海,路世昌,何满辉 电信业顾客满意度综合评价方法研究 科学技术与工程2005,(12)
[56]王江磊 对电信行业客户积分计划的思考 通信世界2007,(9)
[2]Reichheld, Frederick and Thomas Teal The Loyalty Effect Harvard Business School Press Boston Massachusetts 1996
[3]菲利普.科特勒 营销管理 上海 上海人民出版社 1997
[4]Lewis Michael Applications of Dynamic Programming to Customer Management EVANSTON ILLINOIS Northwestern University 2001
[5]Sharp, Byron, Anne Sharp Loyalty Program and their impact on repeat-Purchase loyalty Patterns International Journal of Research in Marketing 1997 P:473-486
[6]Kim, Mengze Shi and Kannan Srinivasan Reward Programs and Tacit collusion Marketing Science Vol.20 No.2 2001 P:99-120
[7]Nanda, Kumar, Rao Ram Effect of loyalty card Programs on supermarket prices Working Paper Dallas University of Texas May 2003 P:1-36
[8]O'Brien, Louise and Charles Jones Do Rewards Really Create Loyalty? Harvard Business Review May-June,1995 P:75-82
[9]KoPalle Praveen and Scott Neslin The Economic Viability of Frequency Reward Programs in a Strategic Competitive Environment Review of Marketing Science(Forthcoming) 2003
[10]Deighton, John Frequency Programs in Service Industries in SwartZ, T. and D.lacobucci eds Handbook of Services Marketing and Management Sage Publications London 2000 P:401-408
[11]Barlow, Richard, Loyalty Programs www.colloquy.com.8(2) 1999
[12]Bell David and Lai Rajiv The Impact of Frequent Shopper Programs in Grocery Retailing Working Paper Harvard University 2003
[13]Philip Kotler Marketing Management Millennium Edition [M] Prentice Hall 2000(7).
[14]黄坚平,李晋明 浅谈顾客满意度与顾客忠诚度 北京工商大学学报 2003(4)
[15]戴海宏 顾客满意度和客户忠诚度在客户关系管理中的应用研究 济南：山东大学企业管理系 2005(6)
[16]黄灿灿 顾客的满意度与顾客忠诚度辨析 北方经贸 2006(4).
[17]Jones, TO & Mothersbough, Beatty Switching barriers and repurchase intentions in services Journal of Retailing 2000(7).
[18]Kim, B.M.Shi., K.Srinivasan Reward Programs and Tacit Price Collusion Marketing Science 2001 20(Spring) P:99-120
[19]Caruana The Impact of Switching Costs on Customer Loyalty:A Study among Corporate Customers of Mobile Telephony Journal of Targeting Measurement and Analysis for Marketing 2005(9).
[20]Reichheld F Loyalty-Based Management Harvard Business Review 1998(3)
[21]Kivetz, Ran, Simonson The Idiosyncratic Fit Heuristic:Effort Advantage as a Determinant of Consumer Response to Loyalty Program Journal of Marketing Research Nov2003, Vol.40 Issue4, p454,14
[22]齐佳音 企业客户价值研究 [学位论文] 西安,西安交通大学,2002
[23]Youjae Yi, Hoseong Jeon Effects of Loyalty Programs on Value Perception, Program Loyalty and Brand Loyalty Journal of the Academy of Marketing science 2003,31(3) P:229-231
[24]Mary M.Long, Leon G Schifman Consumption Values and Relationships Segmenting the Market for Frequency Programs Journal of Consumer Marketing Vol.17, No.3,2000 P:214-232
[25]克莱夫·哈姆比,特里·亨特 德士高的故事 企业管理出版社 2005
[26]王晓光 战略联盟的创新模式——积分联盟问题研究 山东经济,2005
[27]蔡华林 战略联盟营销理念的演进分析财经丛论 第6期(总第127期)2006年11月
[28]Heejin Lee, Sherah Kurnia A Stakeholder Perspective on Successful Electronic Payment Systems Diffusion Proceedings of the 39th Hawaii International Conference on System Sciences 2006
[29]岳杨 移动运营商的积分营销研究 [学位论文] 北京,北京邮电大学,2007
[30]野村综合研究所 (吕廷杰 韩海生译) 新时代的企业货币 北京邮电大学出版社 2008
[31]刘来发.电信行业顾客满意与顾客忠诚的研究及其应用 [学位论文] 上海,复旦大学,2004
[32]高蕾蕾 中国网通集团客户的顾客忠诚度研究 [学位论文] 天津,天津理工大学,2008
[33]王林林 电信服务于服务营销 天津大学出版社 2008
[34]赖国毅,陈超SPSS17.0中文版常用功能与应用实例精讲 电子工业出版社2010
[35]包颖杰 基于Webservices的电信积分兑换管理系统的设计与实现 [学位论文] 上海,复旦大学,2009
[36]李明东,俞红阳 通讯行业顾客忠诚计划_以中国移动为例 消费导刊 2009年10期：31-32
[37]王翊 积分真能留住消费者的忠诚吗? 中国经营报 2007年12月3日(B03)
[38]张喜成 客户回报计划设计及效用研究 北京邮电大学硕士学位论文 2008
[39]曹雨 中国移动通讯市场顾客忠诚之实证研究[学位论文]武汉,武汉大学,2004
[40]马宝龙,李金林 等回报计划对重复购买行为模式的影响研究 数理统计与管理2007.5
[41]杨晓东 顾客忠诚的影响因素分析和基本驱动模型的建立 [学位论文] 沈阳,东北大学,2006
[42]马宝龙,李金林 超市客户回报计划有效性的实证研究 商业研究 2007.4
[43]陈秋英 转换成本对顾客感知价值与忠诚度的调节作用 厦门理工学院学报第19卷第3期2011年9月
[44]蒲峰 客户忠诚计划有效作用机制实证研究 [学位论文] 北京,北京邮电大学,2008
[45]周文志 中国电信业竞争模式创新研究 [学位论文] 吉林,吉林大学,2006
[46]张赐琪 点数积分：市场营销新方略 上海企业 2003,(11).
[47]赵洪波 电信企业客户关系管理 北京 人民邮电出版社 2003,(8).
[48]高斌 通信经济学 北京 人民邮电出版社 2004.
[49]陈增祥,王海忠 忠诚计划中不同感知价值与计划忠诚和品牌忠诚的关系 管理科学 第21卷第1期2008年2月
[50]周志民 基于品牌社群的消费价值研究 中国工业经济 2005(2)：103-109
[51]苏静 论通信企业提高客户忠诚度 通信世界 2004(3)：28-29
[52]周梅华,岑静霆 顾客忠诚度的测量及其实证 研究科技导报 2004(06)：30-34
[53]万正峰,刘云华.西方的顾客忠诚研究及实践启示 当代财经 2003,(2)
[54]李爱梅,肖胜.电信企业顾客忠诚的实证研究 商业时代 2005,(8)
[55]王新海,路世昌,何满辉 电信业顾客满意度综合评价方法研究 科学技术与工程2005,(12)
[56]王江磊 对电信行业客户积分计划的思考 通信世界2007,(9)