Effective Mechanism Of Customer Loyalty Program Confirmatory Research

With the popularity of China mobile communication business, the market has become saturated. The operators offered many preferential charge packages to attract customers making the cost of acquisition of new customers increasingly high. At the same time, the operators encountered difficulties which the number of customers increases while the income doesn't increase. Therefore, competition of customer resources between different operators turned from the incremental market to the stock market. As a powerful means of customer loyalty, customer loyalty program included training, developing and maintaining and has been increasingly using in the field of marketing. At present, the leading operators have also built their own customer loyalty program, to enhance the development of customer loyalty.In the process of loyalty program developing, the scholars have hold different views about the effectiveness of loyalty program and its mechanism. Based on this, this paper takes the concept of customer loyalty and the theory of customer loyalty as research objectives, focus on the influencing factors about value perception of the customer loyalty program. And the relationship between the value perception of the customer loyalty program, the cost of customer transfer, trust commitment, customer behavior loyalty and emotion loyalty. On the basis of this study, it constructs the mobile communications industry value perception driver model and the effectiveness mechanism model of customer loyalty program.In the process of empirical study, it uses structural equation model to test the value perception of customer loyalty program driver model of mobile communications industry, and finally reveals the effectiveness mechanism of the customer loyalty program. That is to say, value perception of the customer loyalty program takes the transfer costs and customer trust to intermediate variables, has an effect on the customer behavior and emotional loyalty variables. The results provide a theoretical guidance for mobile operators to develop customer loyalty program.Based on the above analysis, this article finally provides the key elements of successful model impacting the value perception of customer loyalty program from the mobile operator's perspective and puts forward a processes and a 3D elements assessment model to develop customer loyalty in order to assess the effectiveness of loyalty program through loyalty effectiveness of the program, the perception value and loyalty varibles. All of these work provides a practical guide for the customer loyalty program.