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随着市场竞争日益激烈,企业广泛实施顾客忠诚计划,希望通过赠送回馈吸引更多顾客。不少企业会给回馈附加价格提示,但价格提示能否提高忠诚计划的吸引力,前人尚无系统探讨。本文提出,回馈的价格提示存在双重效应:情感利益驱逐效应和外部参考价格效应,前者对感知价值起负面作用,后者对感知价值起先增加后降低的作用。由于价格提示突出价格和金钱,提高了顾客对经济利益的关注,引导顾客进入市场交易模式,会抑制对回馈中情感利益的感知。如果价格提示无法通过外部参考价格效应有效地提升感知经济利益,弥补感知情感利益的减损,就会降低忠诚计划的吸引力。本文通过实验初步展示和检验了价格提示的双重效应。
With the increasingly fierce market competition, enterprises implement the customer loyalty program extensively, hoping to attract more customers through giving feedback. Many companies will give feedback price hints, but price hints can increase the attractiveness of loyalty programs, there is no systematic discussion of the previous. This paper proposes that there is a double effect in the feedback of the price hints: the deportation of emotional benefits and the effect of external reference prices. The former has a negative effect on perceived value and the latter initially increases and then decreases the perceived value. As the price hints highlight the price and money, the customer’s interest in the economy is enhanced and the customer is guided into the market trading mode, which will restrain the perception of emotional benefits in the feedback. If the price hints can not effectively enhance the perceived economic benefits and offset the impairment of perceived emotional benefits through the external reference price effect, the loyalty of the loyalty programs will be reduced. This paper initially demonstrated and tested the double effect of price hints through experiments.