The Value Comparion Study Of Stored Value Card Promotions

Recently, due to the rapid development of economic, production is over more than needs, products and services are tend to be homogenization, markets have become increasingly showing a picture of a consumer's market, competition among enterprises is turning white-hot. Besides the competition in production processes, in the area of promotion, competition between enterprises are becoming fierce, all kinds of promotions are common for us. In these promotions, stored value card in the hairdressing industry caused my attention. Whether the effects of stored value card better than direct discount (3)? There are two typical patterns of stored value card promotions, one way is recharging by discount price but consuming by original price (1), and the other one is on the contrary (2). Effects between the two patterns of stored value card promotions show difference? Customer loyalty is used to measure the effects, because that the stored value card must lead to long-term consumption, and enterprises'development goals are long term. In this study, hair salon is considered to be the test scenario, two patterns of stored value promotion and discount promotion are treated as independent variables, repurchase intention is considered as dependent variable, perceived quality,acquisition utility and transaction utility are thought to be mediating variables, brand reputation is leaded into this study as a control variables. I will analysis the effects between these different promotions through variance analysis and regression analysis.Because of the limited experiment conditions, the study failed control the long-term experimental. Researchers tend to believe that perceived quality, acquisition of utility and transaction of utility in short-term, while the repurchase will be long-term. The effect of reputation is far greater than promotion, these variables don't show significant difference under the influence of only promotion, but under the interaction of promotion and reputation, acquisition utility and transaction utility show significant difference. These promotions don't lead significant difference on all of those dependent variable and intermediary variables when the brand reputation is low. When the reputation is high, there is no significant difference on the perceived quality and repurchase intention, but on the acquisition utility, (2) is better than (3), (3) is better than (1), and on the transaction utility, (3) is better than (2) and (1). While there is no significant difference on repurchase intention, but on the exclusive repurchase, promotions show significant different when reputation is high, (2) is better than (1), (1) is better than (3). In the businesses, market share is more important than absolute sales, therefore exclusive repurchase is more important than general repurchase intention. So the study thinks that, on the way of achieving effective customer loyalty, (2) is better than (1), (1) is better than (3). Further, it can be concluded that consumers trend to be rational in short-term and not rational in long-term, the rational evaluation in short-term does not mean that long-term emotional preferences.