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題名：A Study on Exploring the Performance of Customer Loyalty Programs
書刊名：明道學術論壇
作者：蔡旖凡／張允熙／陳銘嘉
作者(外文)：Tsai, Yi-fan／Chang, Yun-hsi／Chen, Ming-chia
出版日期：2011
卷期：7:4
頁次：頁3-28
主題關鍵詞：忠誠計劃；顧客忠誠度；會員卡；Loyalty program；Customer loyalty；Customer loyalty card
原始連結：連回原系統網址new window
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顧客忠誠度一直是服務業行銷的重要議題。很多公司從發行會員卡中獲利。但是有些公司卻因此而增加成本。會員卡制度不應該改變行銷的基本結構。如此可保持原有的效果且成為行銷的利器，但一方面會增加行銷成本。雖然會員卡制為今日的零售業帶來極大的效益，但是可能會因為被簡化成「集點卡」而形成假的顧客忠誠。這種結果造成了零售業惡性競爭而產生更多的成本支出。相同的，當會員卡被簡化為一種收集資料的機制，把注意力集中在索取更多顧客的詳細資料使實施忠誠方案的目標變模糊。本研究擬針對餐旅業之行銷部經理人，進行深度訪談與問卷調查，以釐訂與忠誠度相關的重要因素，結合文獻探討的觀點，分析會員卡制度在實行上的有效性。研究結果將指出顧客的忠誠度維護如果僅提供會員卡制是不夠的，正面的口耳相傳、顧客有『物超所值』的感覺以及長期經營顧客關係…等關鍵因素的配合下，才能產生真正的忠誠顧客。
Customer loyalty has been an important issue in the service marketing. Many companies were benefited from developing loyalty programs. However, some companies have increased in cost. Loyalty program should not change the basic structure. While the loyalty program (eg. Customer loyalty card) brings great benefits for retail industry, it has become simplified as ”Bonus card” and caused spurious loyalty. That is, the goal of loyalty programs will become ambiguous as an information- gathering mechanism focusing on gaining more detailed information to retain customers. Therefore, the related literature was collected and the method of in-depth interview was used in this study to examine the effectiveness of loyalty programs in different Scottish hotels, five marketing managers were participated to determine important factors of loyalty. The results indicated that customer loyalty card is not enough to maintain customer loyalty, the combination key factors such as positive word of mouth, customers have the feeling ”value for money” and long-term customer relationship management are vital in producing true customer loyalty.
期刊論文
1.Reichheld, F. F.(1994)。Loyalty and the Renaissance of Marketing。Marketing Management，2(4)，10-21。  new window
2.Rosenberg, L. J.、Czepiel, J. A.(1984)。A marketing approach for customer retention。Journal of Consumer Marketing，1(2)，45-51。  new window
3.Filo, Kevin、Funk, Daniel C.、Alexandris, Kostas(2008)。Exploring the role of brand trust in the relationship between brand associations and brand loyalty in sport and fitness。International journal of sport management and marketing，3(1/2)，39-57。  new window
4.Sharp, B.、Sharp, A.(1997)。Loyalty Programs and Their Impact on Repeat-Purchase Loyalty Patterns。International Journal of Research in Marketing，14，473-486。  new window
5.Davis-Sramek, Beth、Mentzer, John T.、Stank, Theodore P.(2008)。Creating Consumer Durable Retailer Customer Loyalty through Order Fulfillment Service Operations。Journal of Operations Management，26(6)，781-797。  new window
6.O'Brien, L.、Jones, C.(1995)。Do Rewards Really Create Loyalty?。Harvard Business Review，73(3)，75-82。  new window
7.Bond, H.(1995)。Frequent guest programmes build brand loyalty。Hotel and Motel Management，210(3)，23-36。  new window
8.Dowling, G.、Uncles, M.(1997)。Do customer loyalty programmes really work?。Sloan Management Review，38(4)，71-83。  new window
9.Simon, John、Smith, Kylie、West, Tim(2010)。Price incentives and consumer payment behavior。Journal of Banking & Finance，34(8)，1759-1772。  new window
10.Hamilton, R.、Howcroft, B.(1995)。A practical approach to maximizing customer retention in the Credit Card Industry。Journal of Marketing Management，11，151-165。  new window
11.Lewis, H. G.(1997)。Does your ‘‘ loyalty ” program inspire any loyalty?。Direct Marketing，59(6)，46-48。  new window
12.Karabeyekian, V.、Gilbert, D. C.(1995)。The frequent flyer mess - a comparison of programmes in the USA and Europe。Journal of Vacation Marketing，1(3)，248-256。  new window
13.Mowlana, H.、Smith, G.(1993)。Tourism in a global context: the case of frequent flyer programmes。Journal of Travel Research，Winter，7-20。  new window
14.Ostrowski, P. L.、O'Brien, T. V.、Gordon, G. L.(1993)。Service quality and customer satisfaction in the commercial airline industry。Journal of Travel Research，32(1)，16-24。  new window
15.Mazur, L.(1995)。Brands。Marketing Business，April，16。  new window
16.Palmer, A.、McMahon-Beattie, U.、Beggs, R.(2000)。A structural analysis of hotel sector loyalty programmes。International Journal of Contemporary Hospitality Management，12，54-60。  new window
17.Passingham, J.(1998)。Grocery retailing and the loyalty card。Journal of the Market Re search Society，40(1)，55-64。  new window
18.Gee, Robert、Coates, Graham、Nicholson, Mike(2008)。Under standing and profitably managing customer loyalty。Marketing Intelligence & Planning，26(4)，359-374。  new window
19.Rosenberg, L. J.、Czepiel, J. A.(1983)。A marketing approach to customer retention。Journal of Customer Marketing，1(2)，45-51。  new window
20.Yin, R. K.(1994)。Do you or your customers need a loyalty programme?。Journal of Targeting Measurement and Analysis of Marketing，2(4)，335-350。  new window
21.Terblanche, N. S.、Boshoff, C.(2006)。The relationship between a satisfactory in-store shopping experience and retailer loyalty。South Africa Journal of Business Management，37(2)，33-43。  new window
22.Pfeifer, P.(2005)。The optimal ratio of acquisition and retention costs。Journal of Targeting, Measurement and Analysis for Marketing，13(2)，179-188。  new window
23.O'Malley, L.(1998)。Can Loyalty Schemes Really Build Loyalty?。Marketing Intelligence and Planning，16(1)，47-55。  new window
24.Richard, Frederick F.、Sasser, W. Eral Jr.(1990)。Zero Defection: Quality Comes to Services。Harvard Business Review，68(5)，105-111。  new window
25.Andreassen, Tor Wallin、Lindestad, Bodil(1998)。Customer loyalty and complex services: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise。International Journal of Service Industry Management，9(1)，7-23。  new window
26.Dick, Alan S.、Basu, Kunal K.(1994)。Customer Loyalty: Toward an Integrated Conceptual Framework。Journal of the Academy of Marketing Science，22(2)，99-113。  new window
27.Fornell, Claes(1992)。A national customer satisfaction barometer: The Swedish experience。Journal of Marketing，56(1)，6-21。  new window
28.Gronroos, Christian(1994)。From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing。Management Decision，32(2)，4-20。  new window
29.Schoorman, F. David、Mayer, Roger C.、Davis, James H.(2007)。An Integrative Model of Organizational Trust: Past, Present, and Future。Academy of Management Review，32(2)，344-354。  new window
30.Cronin, J. Joseph Jr.、Taylor, Steven A.(1992)。Measuring Service Quality: A Reexamination and Extension。Journal of Marketing，56(3)，55-68。  new window
31.Sweeney, J.、Swait, J.(2008)。The effects of brand credibility on customer loyalty。Journal of Retailing and Consumer Services，15(3)，179-193。  new window
會議論文
1.Samuelson, B.、Sandvik, K.(1997)。The concept of customer loyalty。Proceedings, EMAC Conference。University of Warwick。1122-1140。  new window
圖書
1.Burgess, R. G.(1982)。Field research. A Source Book and Field Manual。London：George Allen & Unwin。  new window
2.East, R.(1996)。Gonsurna Behaviour: Advances and Applications in Marketing。Pren-tice-Hall, Hemel Hempstead。  new window
3.HCIMA(2010)。The hospitality yearbook, An HCIMA publication: Reed Business Information。  new window
4.Lumsdon, L.(1997)。Tourism Marketing。London：International Thomson Business Press。  new window
5.Aaker, David A.(1991)。Managing Brand Equity。The Free Press。  new window
圖書論文
1.Gilbert, D.(1996)。Airlines。Relationship Marketing: Theory and Practice。London：Paul Chapman Publishing Ltd。  new window
2.Sandvik, K.、Duhan, D.(1996)。The effects of performance quality, customer satisfaction and brand reputation on customer loyalty。EMAC proceedings。  new window
 
 
 
 
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