How To Make Your Customers More Loyalty?

The competition between brands has transferred to how to manage the customers effectively when the marketing paradigm has shifted from transaction marketing to relationship marketing. Consequently, the customer loyalty programs are becoming the important weapons to maintain the long customer-brand relationships, which are carried out in many industries such as retailing, airline business, finances, tourism and so on. But when the customer loyalty programs are popular among the enterprises, the effect of which is just seemingly beautiful.Under this condition, the author of this paper made a comparison research for the customer loyalty programs of the credit card for the main banks of China, and the essential difference of those banks is the point rules of customer loyalty programs. Furthermore, the difference contains the indicators of validity period and accrual rule. Because of the pressing needs of the enterprises, the author made the research of the effect the point rules of the customer loyalty programs on the customer brand loyalty, and the conclusions are essential significant for brands to gain the customer loyalty.The variables of this paper are as follows. The validity periods of point rules contains four years period and never expired, and the accrual rules are including one point per one RMB and one point per ten RMB, and the customer brand affect involves true affect and due affect, and the brand loyalty consists of emotional loyalty and behavioural loyalty. Finally, four questionnaire papers are designed by the between-group design and the customer investigation is carried out. After the reliability and validity analysis, the paper adopted the ANOVA and regression analysis as well as structural equation model research approaches to probe the effect which the point rules on brand loyalty.The empirical research found the following conclusions:(1) compared to the validity period, the customer has higher perceived value, true affect and due affect, emotional loyalty and behavioural loyalty when there exists no validity for points. (2) When there is validity period for points rule, the customer brand affect is inclined to due affect and the brand loyalty inclined to behavioural loyalty. However, when the point is permanent validity, there is no significant difference between true affect and due affect while the brand loyalty is still apt to behavioural loyalty. (3) The effect which the validity periods of point rules on the customer perceived value is moderated by the accrual rule, and the customer perceived value is the partial intervening variable for the effect which the validity periods of point rules on the customer brand affect. (4) The customer brand affect is positively affecting the brand loyalty, while the customer perceived value has no significant positively affection on the customer brand affect and brand loyalty.From the verified conclusions, the author proposed four marketing suggestions. (1) The validity periods of point rules shall perpetual effective, and if the validity period is really needed, the accumulated points shall be computed to next stage and not be compulsory cleared. (2) The accrual rules shall make customers perceive high acquisition value and low cost. (3) Rewards shall balance practical and hedonic value gifts. (4) using the true affect and due affect to acquire emotional loyalty and behavioural loyalty.