| Loyalty program as an important tool has gradually become one of the hot issues in the field of relationship marketing.Traditional loyalty programs didn’t separate the customer into different tier levels,the more and more enterprises use loyalty program tier level to segment customers and accumulate customer loyalty since the competition grew.According to customer spending,enterprises divide the customers into multiple levels,provide the preferenced tier for those who reach a certain amount of consumption,and also provide customers with additional reward.But in a certain period of time,the consumer would been demoted or retained when they don’t meet the standards of the enterprise stipulate.But the effects of the perception and the transformatiosn of tier level on customer loyalty were not clarified in theory.In view of this,this paper researches the impact of customer loyalty from the views of static and dynamic analysis respectively.Firstly,in the static aspect,this paper studies how the customer perception of status and the perceivd fit of the customer influce the customer loyalty through the mediation of the perceived value of the loyalty program by the questionnaire survey.Then in the dynamic aspect,the paper studies how the transformations of tier level influence the customer loyalty in the loyalty program in which the status is elevated,demoted or retained respectively.The results not only can reveal the relationship between the loyalty program tier level and the customer loyalty,improve the theory about the loyalty program,but also can provide theoretical guidance for enterprises to implement the loyalty program with tier level more effectively.This research work has four research bodies as follows:In the first place,the relationship between the customer perception,the perceivd fit of tier level and the cutomer loyalty is found and the relationship is moderated by tier levle.This section is based on the question that how the the perception of tier level influence the value perception of loyalty program in the static aspect,but the relationship between the customer perception of tier and the cutomer loyalty was isolated in previous studies.This section is studied by questionnaire survey and the SEM.The outcomes shows that,firstly,tier level moderats the influence of the perception of tier level and the perceivd fit on customer loyalty.Compared with lower tier,not only the perception of tier level,the perceivd fit and customer loyalty in toper tier are more higher,but also the value perception of loyalty program is influced by the perception of tier level positively.Secondly,when the customers are in higher tier,the value perception of loyalty program influence the brand loyalty not only directly but also indirectly through the program loyalty.When the customers are in the lower tier,the value perception of loyalty program influence the brand loyalty and the program loyalty respectively.The results clarify the relationship between the customer perception of tier and the cutomer loyalty,improve and enrich the research of the loyalty program.In the next place,the effects of the the type of evelating the tier on the customer loyalty throuth the customer gratitude and the consumer skepticism are found and the relationships the relationship is moderated by reward distance.This chapter is based on the research of the evelation of the tier level in the dynamic aspect,but the segmentation of the types of evelating the tier and the reward distance didn’t be concerned in the previous studies.This section is studied with a aboratory experiment.The results shows that,firstly,the customer loyalty with earned tier is higher than with endowed.Secondly,the customer gratitude influences the customer loyalty positively in two types the evelating the tier,but the consumer skepticism influences the customer loyalty signifisantly only in endowing the tier.Finally,the customer loyalty is higher when the reward distance is nearer than is farer in endowed tier.The resuls not only explain the psychological mechanism of the relationship between the the type of evelating the tier on the customer loyalty,but also improve and enrich the research of the loyalty program.In the third place,this paper find the asymmetric effects of the customer demotion on the customer loyalty and the different paths on the influence of customer demotion on the customer loyalty moderated by the involvement.This chapter is based on the research of the domotion of the tier level in the dynamic aspect,but that whether and how the customer’s own characteristics moderate the relationship between the customer demotion and the customer loyalty were not concerned in the previous studies.This section is studied with a aboratory experiment.The results show that,firstly,customer demotion has a significantly negative effect on loyalty intentions,and decreases in loyalty intentions caused by status reductions have a greater magnitude than increases caused by status elevations.Secondly,in high-involvement situations,the customer demotion decreases the loyalty intentions through the recognition benefits and the negative effect.But on low-involvement situations,the customer demotion decreases the loyalty intentions through the convenience benefits and the negative effect.So the results clarity that the demotion of the tier level influence the customer loyalty moderated by the involvement,and supply the the theory of loyalty program by consumer psycholog.In the end,this paper find that customers with the toper tier levels the nearer distance have the more higher in the purchasing acceleration and the customer loyalty signicantly,and that the program loyalty mediated the relation between the purchasing acceleration and the brand loyalty in the aspect of retaining the tier level.This chapter is based on the research of the retaining of the tier level in the dynamic aspect,but this case didn’t be concerned in in the previous studies.This section is studied with a aboratory experiment.The results shows that,firsty,in the nearer distance,compared to the lower tier lelvel,the purchasing acceleration and the customer loyalty are higher in the toper tier level significantly.But in the farer distance,the the purchasing acceleration and the customer loyalty don’t have the significantly difference in the different lelvel.Secondly,in the aspect of retaining the tier level,the program loyalty mediated the relation between the purchasing acceleration and the brand loyalty.So the results clarify the reasons for the change of the attitude and behavior of the cusutomer when they want to retain their tier level,improve and enrich the research of the loyalty program. |
