The Empirical Study Of The Influence On Customer Loyalty Of The Bonus Points Program In Hospitality Industry Based On Perceived Value

The hospitality industry started to flourish in China since nineteen nineties. It is the most important of loyalty for hotels for the reasons that the product and service who served were highly similar to each other and the competition in this industry was getting fiercer. The loyal customers were very important for companies according to the80-20rule introduced by Pareto to some extent at the end of nineteen century. The loyalty program was put to use widely once it was introduced in the service industry, especially in the hospitality industry which was one of the mainstay industry of service. The bonus points program was the most used model of loyalty program for its advantage of being applied and understood easily. However, it has been controversial for a very long time whether the program could bring up customer loyalty or not in theoretic and practical fields.The bonus points program was regarded as special product and service served by hotels as a form of loyalty program in this article, and the program loyalty was took as the mediating variable, to analysis how the causes of loyalty program affect the customer loyalty eventually. The model in this article was based on perceived value and took the program loyalty as mediating variable built after theoretical study, and had the Structural Equation Model analysis with AMOS7.0.The content was mainly about:1. Confirming the influence factors of program loyalty in hospitality after theoretical research and had the program loyalty be the mediating variable;2. Building the model after theoretical research and collecting data to analysis this model empirically, coming to the conclusion with the result of the empirical study.The conclusions of this article were:1. The perceived value satisfaction of the program affected customer loyalty positively with the program loyalty being the mediating variable;2. The program satisfaction growing out from perceived value affected customer loyalty directly;3. The switching cost of the program had no evident effect on customer loyalty both directly or indirectly. Some suggestions were brought to the hotels in practical field at the end of the article based on the conclusions.