The Impact Of The Perceived Value Of The Customer Loyalty Programs Partnerships And It’s Influencing Factors On Customer Loyalty

With Points Program continues to develop and mature, customer loyalty programs partnerships has gradually become a more complete integration plan business model in the process of transforming customers’ perceived value of the customer loyalty programs partnerships and loyalty will produce what kind of change, and this change the causes become meaningful research topic. Based on the literature reading and depth interviews, this paper study the perceived value of the customer byalty programs partnerships and the impact of its influencing factors on the byalty intention and provides a theoretical basis for enterprises to develop reasonable management rules of the customer byalty programs partnerships.The main innovation of this paper work has three aspects:1) This paper defines the perceived value of the customer loyalty programs partnerships and puts forward measurement scale; 2) This paper constructs the perceived value of the customer foyalty programs partnerships and its conceptual model between the influencing factors and loyalty intention; 3) This paper proposes and verifies the regulatory role of price sensitivity on the relationship between the points accumulation methods, member preferential treatment and the perceived value ofthe customer loyalty programs partnerships;Based on airlines as the research background, this paper commissioned research firm in the domestic to collect 250 valid questionnaires of silver card above members of the airline industry customer byalty programs partnerships. The results show that:1)The perceived value of the customer byalty programs partnerships with more integral pathways or member privileges is higher than the perceived value of the customer loyalty programs partnerships with less integral pathways or member privileges; 2)For the customers with high price sensitivity, the perceived value of the customer loyalty programs partnerships with more integral pathways and member privileges is higher than the perceived value of customer loyalty programs partnerships with less integral pathways and member privileges. For the customers with tow price sensitivity, the perceived value of the customer loyalty programs partnerships has no significantly difference between high and low integral pathways and member privileges.3) The perceived value of the customer loyalty programs partnerships has a significant positive influence on customer loyalty.According to the findings of this research, the author gives the following management recommendations:1) Enterprises should deliver the content of the customer loyalty programs partnerships to consumers clearly when the enterprises implement the customer loyalty programs partnerships; 2) For consumers with different price sensitivity, enterprises should provide different focus of the points accumulation methods and member preferential treatment to improve customer perceived value; 3) Enterprises can improve the customer perceived value by improving the service quality, and form a truly effective customer loyalty.