回馈的价格模糊性对顾客忠诚意愿的影响分析word格式论文.docxVIP

优秀毕业论文 精品参考文献资料 Understanding the Effect of Reward Price Ambiguity on Customer Loyalty Intentions Xia Wei (Department of Marketing) Directed by Ping Tu Abstract The increasingly competitive market environment and more knowledgeable consumers have been driving companies allocating more resources to build more cooperative and long-lasting relationships with their customers. As an important component of customer relationship management, loyalty programs have become an increasingly popular tool for managers to develop customer loyalty. Despite the prevalent use of loyalty program (LP), the effectiveness and underlying mechanism is not well understood. To this end, the authors introduce the construct of price ambiguity of reward—or the subjective experience of missing price information relevant to a reward—and articulate its important role in understanding LPs. High price ambiguity can prevent subjects from over-weighting or being dominated by the attribute of price. With a salient price cue (e.g. the gift’s price is saliently indicated or highly accessible in consumer’s mind), customers are more likely to evaluate the reward of the LP in an economic perspective; whereas without the price stimuli (e.g. personalized gift unavailable in marketplace), repeated customers tend to perceive the reward as a mean of symbolic communication in relationships (e.g. respect from the firm), raising the appeal of the LP. Thus under some circumstances, the price ambiguous reward is effective in enhancing the attractiveness of the LP to the repeated customers. The authors suggest a boundary condition of this effect: the customer-firm relationship. Two relationship types are examined: exchange relationships in which benefits are given to others to get something back and communal relationships in which benefits are given to show concern for other’s needs. The authors propose that an adherence to or a violation of relationship norms influences the appraisal of the reward and also the custom