Customer loyalty and customer loyalty programs
Customer loyalty and customer loyalty programs
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DOI：
10.1108/07363760310483676
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发表时间：
2003-01-01
影响因子：
2.8
通讯作者：
Hammond, K
中科院分区：
文献类型：
--
作者：
Uncles, MD;Dowling, GR;Hammond, K
客户忠诚度呈现出一个悖论。许多人认为这主要是一种基于态度的现象，可能会受到客户关系管理举措的显著影响，比如越来越受欢迎的忠诚度和亲和力计划。然而，实证研究表明，在竞争激烈的重复购买市场中，忠诚度更多地取决于对品牌的被动接受，而不是对它们的强烈态度。从这个角度来看，忠诚度计划促进需求的潜力比预期的要有限得多。回顾了忠诚度的三种不同视角，并将它们与理解客户忠诚度的框架联系起来，该框架包括客户品牌承诺、客户品牌接受和客户品牌购买。使用此框架来分析忠诚度计划的需求侧潜力。讨论这些计划在哪里可能奏效，以及它们在哪里不太可能大规模成功。为营销人员提供了一份清单。
Customer loyalty presents a paradox. Many see it as primarily an attitude-based phenomenon that can be influenced significantly by customer relationship management initiatives such as the increasingly popular loyalty and affinity programs. However, empirical research shows that loyalty, in competitive repeat-purchase markets is shaped more by the passive acceptance of brands than by strongly-held attitudes about them. From this perspective, the demand-enhancing potential of loyalty programs is more limited than might be hoped. Reviews three different perspectives on loyalty, and relates these to a framework for understanding customer loyalty, that encompasses customer brand commitment, customer brand acceptance and customer brand buying. Uses this framework to analyze the demand-side potential of loyalty programs. Discusses where these programs might work and where they are unlikely to succeed on any large scale. Provides a checklist for marketers.