Research On The Motivation Of Customers’participation In Customer Loyalty Programs Partnerships

With the continuous development of the times and diversities of customers’demand, compared with the single loyalty programme, Customer Loyalty Programs Partnerships has its own advantages. Reward programs as a kind of method to manage the consumer relationship are penetrating into the consumer life in all aspects. It can increase the channels of customers’ accumulation of points, which also can rich the contents of poits feedbacks. Customer Loyalty Programs Partnerships has become an important means of the relationship marketing. The enterprises attach importance to Customer Loyalty Programs Partnerships. Currently, academia lack of the related research based on the customer loyalty programs partnerships. The study focuses on the Motivation of Customers’ participation in Customer Loyalty Programs Partnerships, in the view of customers’based on the aircraft industry. The study also focuses on the Influence degree of Customers’participation in order to generate strategy for the enterprises.According to the the domestic and foreign literatures and collecting relevant paper and communication with credit card users, we give out a questionnaire which was used to collect data for a empirical further analysis. This paper adopts structure equation model to analys collected dataIt comes to a conclusion of the variables on Customers’participation in Customer Loyalty Programs Partnerships, that is it:Perceived benefits, Perceived convenience, Perceived risk, attitude, Subjective norms, Demographic variables. The study builds the model frame of the Motivation of Customers’ participation in Customer Loyalty Programs Partnerships by AMOS. The empirical results show that:Perceived benefits is the most important motivation,especially the economic and emotional benefits.Besides the Perceived benefits, Perceived convenience,and Perceived risk are also the motivations of Customers’ participation in Customer Loyalty Programs Partnerships.The air industry gradually develop from separate implementation of integral plan to in the process of the implementation of integral alliance together, First of all airlines should enhance the awareness of integral alliance with consumer perceived value; Increase the propaganda of integral alliance, through the membership card is dealt with, the integral accumulation and exchange, to communicate to the consumer integral advantages and convenience of the alliance, in the process of implementation of integral union to try to guide the consumer, encourage the customer experience points for the entire process, let consumer experience to the integral benefits of exchange, integral alliance should further increase the integral channels, enriched the contents of the integral feedback and take advantage of highly informationization reduce consumer participation in difficulty.