دانلود رایگان مقاله لاتین وفاداری رضایت مشتری از سایت الزویر
عنوان فارسی مقاله:
تاثیر برنامه های وفاداری بر رضایت مشتری، اعتماد و وفاداری به سوی ارزان ترین و گران ترین سبک خرده فروشان
عنوان انگلیسی مقاله:
The effects of loyalty programs on customer satisfaction, trust, and loyalty toward high- and low-end fashion retailers
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Literature review and hypotheses development
The American Marketing Association (2016) defines LPs, as “continuity incentive programs offered by a retailer to reward customers and encourage repeat business” (Dorotic, Bijmolt, & Verhoef, 2012, p. 218). Recent research (e.g., Dorotic et al., 2012) also emphasizes the importance of an integrated and structured reward system, which is continuously customizable to members' needs and the development of customer loyalty. LP rewards can provide short- or long-term benefits to customers who have reached a certain status through the frequency or volume of their buying patterns (Fullerton, 2003). Companies tend to offer rewards for many reasons, such as to increase retention and profitability, to develop closer bonds between the customer and the brand, to create resilience to alternative options for the customer and to simply reward customers for their loyalty with additional benefits (De Wulf, Odekerken-Schroder, & Iacobucci, 2001; Fullerton, 2003). According to the literature, customers can gain three categories of benefits from LPs: utilitarian, hedonic, and symbolic benefits (Dorotic et al., 2012). Utilitarian benefits refer to the monetary savings that an LP offers to consumers, such as discounts, points, and vouchers. Hedonic benefits represent the entertainment and exploration benefits that an LP provides to consumers through the pleasure of redeeming and collecting points. Such rewards include trial of new products, information of new trends, events participation or promotional offers, and unique experiences (Mimouni-Chaabane & Volle, 2010). Finally, symbolic benefits are recognition and social benefits that an LP provides to consumers, such as social status, sense of belongingness, special treatment, social approval, and recognition by the firm (Dorotic et al., 2012; Mimouni-Chaabane & Volle, 2010). Utilitarian benefits are primarily cognitive and represent “hard” dimensions of rewards (e.g., coupons and discounts) because they are economic in nature (Dorotic et al., 2012). Previous research suggests that consumers perceive these benefits as the most important (Dorotic et al., 2012; Mimouni-Chaabane & Volle, 2010). The underlying reason for such perceptions is these benefits' tangible nature, which consumers can more easily evaluate than hedonic or symbolic benefits (Dorotic et al., 2012). This argument seems relevant to low-end retailers, whose monetary savings is one of the major drivers for customers to patronize their stores. However, reliance on utilitarian benefits makes customers vulnerable targets by competing LPs that can afford to offer better monetary rewards. Indeed, previous research (e.g., Leenheer et al., 2007; Meyer-Waarden & Benavent, 2009) shows that consumers are motivated to purchase from a store because of the point-system pressure, but such pressure works only in the short run and usually in the beginning of enrollment (approximately six months). If LPs do not contain any other types of benefits, monetary-based LPs fail to maintain long-term relationships with customers, and customers can easily switch to competitive offerings (Brashear-Alejandro, Kang, & Groza, 2016; Henderson, Beck, & Palmatier, 2011). Thus, reliance on such rewards alone does not guarantee the establishment of long-term relationships (Dorotic et al., 2012). Hedonic and symbolic benefits represent psychological benefits and reflect the “soft” dimensions of rewards (e.g., special events, privileged treatment, entertainment and upgrades) because of their non-monetary nature (Dorotic et al., 2012). These types of benefits are important in building long-term relationships with customers (Mimouni-Chaabane & Volle, 2010). Such rewards can make customers feel appreciated and valued. Thus, companies that aim to develop long-term relationships and lasting customer loyalty need to carefully consider the provision of hedonic and symbolic bene- fits in the design of their LPs.
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کلمات کلیدی:
[PDF]How to Build Successful Customer Satisfaction and Loyalty Programs ... https://www.itsma.com/pdfs/research/ITSMA_CustSatisfactionLoyalty_AbbSum.pdf Customer Satisfaction and Loyalty Programs. That Drive Growth. By Julie Schwartz. Companies struggle to get a clear view of customer satisfaction and loyalty ... How to Build Successful Customer Satisfaction and Loyalty Programs ... www.itsma.com/research/build-successful-customer-satisfaction-and-loyalty-programs/ Oct 25, 2012 - By integrating customer satisfaction and loyalty programs, companies can accurately judge customer opinion, be better able to act on those ... [PDF]The Impact of Customer Loyalty Programs on Customer Retention ijbssnet.com/journals/Vol_6_No_8_1_August_2015/8.pdf by SG Magatef - Cited by 2 - Related articles loyalty programs on building and maintaining customer retention. .... crucial factors affected customer loyalty are customer satisfaction, emotional bonding, trust, ... The Relationship between Loyalty Program, Customer Satisfaction ... https://www.researchgate.net/.../269956894_The_Relationship_between_Loyalty_Progra... Most businesses such as retail business implemented loyalty program to increase their customer's satisfaction and deter their customer from defecting to their ... [PDF]The Effect of Customer Loyalty Programs on Customer Satisfaction in ... https://www.ijsr.net/archive/v6i2/ART20164139.pdf loyalty programs have a weak effect on customer behavior. ... Keywords: Customer Loyalty, Loyalty Programs, Customer Satisfaction, Mobile Network Operators ... [PDF]understanding the relationships of program satisfaction ... - USM web.usm.my/aamj/16.1.2011/aamj_16.1.2.pdf by NA Omar - 2011 - Cited by 16 - Related articles Keywords: loyalty program, loyalty card, satisfaction, program loyalty, store loyalty, ... are adopting loyalty programs to retain their existing customer base. For. Searches related to loyalty programs on customer satisfaction customer loyalty journal pdf articles on customer loyalty pdf impact of loyalty programs on consumer behaviour reasons for defecting from service providers were studied in 1995 by who? competitive loyals effect of loyalty programs on customers customer loyalty literature review pdf impact of loyalty programs on customer retention
