Loyalty Programs, Customer Loyalty Mechanism Study

Customer Loyalty Program is the most popular tools in relationship marketing times. Loyalty Program is very helpful for enterprises to keep customer loyalty and obtain sustainable competitive edge. Recently.however,both academic research and marketing practice prove that the efficiency of loyalty program is becoming weaker and weaker. So,it is very essential to study the impact mechanism between loyalty program and customer loyalty. Based on prior research,this paper studies the reason why loyalty programs do not work well and the solution to solve it. There are four studies in this paper.First, through literature, exploring the relationship between the dimensions of interests loyalty program, that trust interests, social interests, the interests of special treatment and status of relevant interests.Second, members of the impact on customer loyalty rating mechanism.Third, the analysis of the relationship between loyalty to the interests of the type and loyalty programs perceived the relationship between the level of.Fourth, to explore ways to enhance loyalty programs and strategies.This paper made a particular and comprehensive study of the relationship benefit from loyalty program,the relationship between relationship benefit from loyalty program and customer loyalty,the impact factor of perception level of relationship benefit from loyalty program. The solutions of this paper are helpful to understand more about the impact mechanism of loyalty program and customer loyalty. And they can also contribute for the academic research and marketing practice about loyalty program.