The Study On The Relationship Among The Incentive Plan Of Credit Card Points, Different Perceived Value Of Customers, Plans Loyalty And Brand Loyalty

Since American Airlines planed to launch regular flights in 1981,Loyalty Program, also known as return/incentive schemes has been used in practice universally, such as the retail industry's frequent purchase program,Airline frequent flyer programs. In modern life, credit cards are used more and more widely. Especially, credit card has become a major form of settlement in particular with the fast-paced changes in life.However, this phenomenon that individuals own many credit cards is more and more common, At this time brand choice of credit card consumption has become the focus which relevant departments of the bank pay attention to.Every bank uses certain consumption incentives to attract consumers to use its credit card so that it will reach the purpose of repeat consumption.Credit card incentives also known as Loyalty Program develops from presents giving by opening cards to gift with consumption points. It divides key customers and implements other special favours by consumption points.Its purpose is to establish incentive mechanisms of repeat consumption in a profitable and subdividable market by providing more consumption value and customer satisfaction to key customers. In the credit card incentive plan, whether customer perceived value can motivate customer loyalty scheme and establish a consumer brand loyalty are almostly not involved at home and abroad research. The relationship between credit card incentive plans and loyalty program and brand loyalty is a problem worthy of study.The article will start from the perspective of customers perceived value and research the core issue whether the loyalty program can create customer loyalty. First,it explores the perceived value of loyalty program which is divided into economic functional value and social emotional value by the value of nature; Second,it concern about the specific classification of customer loyalty in loyalty program, program loyalty and brand loyalty,especially the behavioral dimensions of program loyalty; Finally, it discusses effects that different perceived values have on customer loyalty of different types and analyzes of the distinguish and linkages between loyalties of various types.The results of this article will provide an basis of developping points incentive mechanism for credit card sectors of banks. It knows the consumer credit card consumption motivation seizes the key factor,encourages consumers to repeat consumption,cultivates brand loyalty of consumers,achieves the purpose of points incentive mechanism better.