Impact Of The Perceived Value Of The Customer Loyalty Programs Partnerships On Cross-buying Behaviors

With the development of information technology and consumer demand diversification, loyalty programs has played a very important role in improving customer loyalty and stimulating customer consumption, but there are many obvious limitations, and the customer loyalty programs partnerships emerge to eliminate the deficiencies. Nowadays, the researches of the customer loyalty programs partnerships are most on the implication among the enterprises, however it is not involve whether could promote cross-buying.This paper takes the theory of enterprise the customer loyalty programs partnerships and cross-buying as research objective, combining depth interviews of frequent flyer. The results show that the major factors influenced customer’s behavior of cross-buying include perceived value, satisfaction, trust and commitment. This paper establishes a conceptual model for four factors and the perceived value of customer loyalty programs partnerships. Based on the background of airlines, this article used commissioned research firm in the country to collect the domestic airlines member questionnaires. In the empirical process, the paper tests and verifies the mechanism mode of how the perceived value of customer loyalty programs partnerships affects cross-buying.There are three main conclusions of this study:1) The perceived value of customer loyalty programs partnerships has a positive impact on satisfaction; That the more perceived value of customer loyalty programs partnerships, the more satisfaction of customer loyalty programs partnerships; 2) Satisfaction has a positive impact on cross-buying and trust.3) Commitment as a mediator in the trust on cross-buying, which means that customers trust by influencing customer commitment to enterprises, thereby affecting customer cross-purchase intention.Finally, according to the results of the study and the customer loyalty programs partnerships status quo. The author gives the following management recommendations:increase the possibility of customer returns; improve the rate of return and the types of the return; increase the perceived value of customer loyalty programs partnerships. And to improve customer satisfaction, trust and commitment, ultimately enhance customer cross-buying intention, to bring more benefits to the enterprise.