Empirical Research On The Effectiveness Of Customer Loyalty Plan

Customer loyalty is attached great importance by the enterprises,because the loyal customers have giant customer life-long value tothe enterprises. They may purchase the enterprise's original serviceagain and again. They are willing to accept the enterprise's newservice and correlated service. Simultaneously loyal customers alsowill recommend their satisfactory service experience to the potentialcustomers. Customer loyalty plan is the enterprises'specially-designed way to gain and enhance the customer loyalty.The empirical research in view of the customer loyalty plan will be anaccess to gain some practical strategy information. But at present theempirical research on this subject is still in lack. This research isdesigned in the purpose of making up this research blank in the field.What is the effectiveness of the customer loyalty plans implementedby the retail enterprises? What is the reason if the loyalty plans didn'tachieve the expected object? What is the limitation of thesecustomer loyalty plans? This research is focused on these topics.This research questions the effectiveness of the customer loyaltyplans of the retail enterprises. On the basis of the collection andevaluation to the literatures and materials, the research proposes theconcept model which describes the relationship between theeffectiveness of customer loyalty plans and the related factors,collects a large quantity of first-handed information by survey, doesthe data ordering and analysis with SPSS statistics software in orderto carry on the proof and revision to the concept model. And on thebasis, the research proposes the pattern choice, cost control andeffect evaluation of the customer loyalty plans to retail enterprises.