An Empirical Study On Mechanism Of Customer Reward Programs To Customer Loyalty In Network Retail

Competition on the Internet business is growing in China, then, enterprises adoptvarious marketing means to maintain their competitive position. In the traditional senseproduct oriented of marketing idea was left out in the cold, however, it Is replaced bycustomer oriented. Customer reward programs finally obtain the long-term economicbenefits through the cultivation of customer loyalty. Because customer reward programsplay as well, the enterprise makes it as an important marketing mean. A lot of scholars haveconduced academic research on customer reward programs including the elements, theinfluencing factors. Now the mechanism of customer network retail reward programs oncustomer loyalty is becoming a research trend. With the integration of customers rewardprograms and customer loyalty theories, I conduct an in-depth analysis and research on theprogresses. The following contents all are my main research work and contributions:Firstly, defining related necessary concepts. In the context business to customernetwork of retail industry, customer reward programs making customer loyalty mechanismbased on the shopping websites which people are very familiar with. By analyzing thecontent of the literature, the concept of business to customer network of retail industry andcustomer reward programs are defined, while the definition of customer loyalty and otherrelated concepts are completed.Secondly, according to the U&G theory, I put forward a consumers perspective viewthat in order to meet the demands, customer depend on customer reward program thenbecome loyalty. Building hierarchical value chain using MEC theory combining with theladdering skill, mainly including A, B and V, it is found12value factors that is consumermotivation. In addition, the mechanism as a system integrated by12elements influencingon system operation. By using the structural interpretation model fuzzy elements will besorted, finally I can build a complete mechanism model.Finally, the empirical is to obtain qualitative data, process quantitative data, build themodels. It is verified that the mechanism of customer reward programs on customer loyalty is a complete system of chain final results from the consumer point of view. Customerreward programs operation are closely related with consumer demand motivation andpersonal value. When consumers use customer reward programs or browsing shopping sitesresulting, their cognition or emotion or intention or behaviors is uncertainty or instability.Consumers in pursuit of personal values are not easy to change, so enterprises canunderstand customers return mechanism, to optimize their customer reward programs toachieve the desired effects combined with the important path.