Study On The Influence Of The Relevance Of The Loyalty Program Alliance To Customer Loyalty

Customer loyalty program has become a common way to carry out the customerrelationship management of enterprises, widely used in all walks of life, and loyaltyprogram alliance as one operating mode has gradually received attention in academiccircles. Loyalty program alliance as one of the important forms, is composed of aplurality of enterprise cooperation with the use of an integral planning mode,customer participation integral loyalty programs available, can be used in theenterprises within the union. At the same time, loyalty program alliance, can beamong the same industry, can also be a cross industry. The past research only researchfrom the overall loyalty program point of view, but lack the loyalty program withinthe alliance enterprises affected, and the fact that affect the same loyalty programalliance to join the enterprise is different, the relationships of business loyalty planhow to measure, what is the impact of customer loyalty, and these are worthy of study.So this research from the angle of loyalty program Union, has a strong theoretical andpractical significance on the relevance of loyalty program form and influence oncustomer loyalty.This study developed a loyalty program coalition loyalty program relevancescale, and with reference to relevant research results at home and abroad in terms ofcustomer loyalty. This study constructed model of the influence of loyalty programrelevance from a consumer perspective to customers, through empirical research toexplore the role of specific path.Firstly, through literature review, focus group interviews, expert interviews, weexplore the original measurement project loyalty program relevance loyalty programalliance, and further study the measurement project summary for the dimensions ofthe corresponding. After the formation of dimension measurement, questionnaire andthe questionnaire data recovery processing, eventually form the table to measurerelevance of loyalty program. The study found that the loyalty program relevance isdivided into exchange convenience, products complementary, use feeling of threedimensions. Secondly, on the basis of previous studies, we construct the research frameworkof the impact of loyalty programs of relevance to customer loyalty program Union.Data were analyzed by SPSS software and AMOS software, through the method ofstructural equation model. The results validate the products complementary andcustomer use feeling have a significant impact on the behavior and emotional loyalty.Finally, based on the results of the study, this paper provide some practicalsuggestions from the loyalty program relevance application, loyalty program alliancecooperation, customer loyalty for enterprises to enhance the loyalty program alliancestrategy to, in order to provide enterprises with the practice guide.