关系营销中客户回报计划对客户品牌选择行为的影响研究

中国管理科学 ›› 2009, Vol. 17 ›› Issue (5): 140-149.

关系营销中客户回报计划对客户品牌选择行为的影响研究

马宝龙^1,3, 李飞¹, 李金林²

1. 清华大学经济管理学院, 北京 100084;
2. 西安工业大学经济管理学院, 北京 100081;
3. 北京理工大学管理与经济学院, 陕西西安 710032

收稿日期:2008-12-30 修回日期:2009-09-02 出版日期:2009-10-31 发布日期:2009-10-31
作者简介:马宝龙(1978- ),男(汉族),青海省西宁市人,清华大学经济管理学院市场营销系博士后,研究方向:客户关系管理、数据库营销.
基金资助:
国家自然科学基金资助项目(70872087);中国博士后科学基金资助项目(20090450362)

The Effect of Retail Reward Programs on Customer Brand Choice Behavior

MA Bao-long^1,3, LI Fei¹, LI Jin-lin²

1. School of Economics & Management, Tsinghua University, Beijing 100084, China;
2. School of Management & Economics, Beijing Institute of Technology, Beijing 100081, China;
3. School of Economics and Management, Xi'an Technological University, Xi'an 710032, China

Received:2008-12-30 Revised:2009-09-02 Online:2009-10-31 Published:2009-10-31

摘要/Abstract

摘要： 本研究在考虑客户间异质偏好性的基础上,利用一组客户的纵贯交易数据建立消费者离散选择模型研究了回报计划对客户个体层面品牌选择行为的影响,并利用策略实验及潜分层模型对相关问题进行了系统深入的分析。结果表明,回报计划可以有效提升客户的品牌选择购买概率,是一种有效的关系营销策略;策略实验分析得到,竞争的环境下,对零售超市而言其最优决策策略不仅是实施回报计划,而且要努力争取客户成为自己回报计划的会员;此外,通过潜分层模型评估发现客户回报计划仅会对一类特定客户具有明显的刺激作用。最后讨论了结论对企业营销管理实践的意义。

关键词: 客户回报计划, 品牌选择, 离散选择模型

Abstract: In consideration of the customer heterogeneity,we present a customer discrete choice model to analyze the effect of reward programs on customer brand choice behavior;we also validate the model using longitudinal panel data from retail customers. The results show that the discrete choice model is an effective tool to analyze the customer choice behavior. In addition,it is evidenced that reward programs can be viewed as an effective relationship marketing strategy to positively influence customer choice behavior and increase customer choice probability. On the other hand,in a highly competitive market,supermarket busmess should adopt reward programs as an important marketing strategy. At the same time,the business must strive to attract more customers to join its reward program. Moreover,heterogeneous behavior between customer segments is validated by a latent class method. The analysis indicates that reward programs only can impact on a special customer segment significantly. The managerial implications are also discussed.

Key words: customer reward programs, brand choice, discrete choice model

中图分类号:

F274

马宝龙, 李飞, 李金林. 关系营销中客户回报计划对客户品牌选择行为的影响研究[J]. 中国管理科学, 2009, 17(5): 140-149.

MA Bao-long, LI Fei, LI Jin-lin. The Effect of Retail Reward Programs on Customer Brand Choice Behavior[J]. Chinese Journal of Management Science, 2009, 17(5): 140-149.