The Impact Of The Perceived Value Of The Customer Loyalty Programs Partnerships On The Drivers Of Customer Equity

With the continuous development of the times, the customer loyalty programs partnerships has become an important means of the relationship marketing. Enterprise relationship marketing is to achieve the ultimate goal of maximizing corporate profits, customer equity has become an more and more important indicator of the evaluation of marketing decisions. Currently, there is lack of the customer equity related researches based on the customer loyalty programs partnerships in academia. This paper aims from the consumer point of view and provides a precise basis for the enterprise through studying the perceived value of the customer loyalty programs partnerships and the drivers of customer equity.There are three innovations of this paper as follows:1) This paper defines the perceived value of the customer loyalty programs partnerships and puts forward the measurement scale, the perceived value of the customer loyalty programs partnerships is the comparison between the gains by buying products or services and the cost by purchasing and using the products or services, It is the overall evaluation of the effectiveness of the products or services of the customer loyalty programs partnerships; 2) This paper verifies the direct effect of the perceived value of the customer loyalty programs partnerships on the drivers of customer equity; 3) This paper verifies the effect of the direct drivers of customer equity on the indirect drivers of customer equity.This paper commissioned research firm to collect 334 domestic airlines member questionnaires that are silver level and above. Under the background of the aviation industry, the results show that:1) The perceived value of the customer loyalty programs partnerships has a positive impact on positive word of mouth、enterprise-customer communication、repeat buying、internal cross buying、external cross buying、up buying and raising prices endurance;2) Enterprise-customer communication has a negative impact on internal cross buying、external cross buying、up buying and raising prices endurance;3) The word of mouth has a positive impact on repeat buying、internal cross buying、external cross buying and raising prices endurance.4) The biggest impactions of the perceived value of the customer loyalty programs partnerships on the drivers of customer equity are the impactions of the perceived value of the customer loyalty programs partnerships on the up buying、internal cross buying and external cross buying.According to the research findings, the author gives the following management recommendations:1)Airlines should formulate reasonable rules of the customer loyalty programs partnerships, and increase the recognition and perception of customers;2) Enterprises should attach importance to the enterprise-customer communications, and broaden the enterprise-customer communication channels;3) Airlines should encourage positive word of mouth of customers through building customer propaganda platform.4) Under the condition of limited enterprise resources, enterprises should provide convenience and security for the customers who buy the height class cabins and products or services except of the tickets.