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麦肯锡2002年的调研发现,在加入日用品忠诚计划的消费者中,只有48%的人比加入前增加了消费支出,而休闲服饰的消费者中,只有18%的人增加了消费。企业此时面对的问题是:对忠诚计划的大量投入是否真正改变了消费者的行为?企业的回报是否物有所值?
A 2002 McKinsey survey found that only 48% of consumers who joined the loyalty program added more spending than they did before, while only 18% of casual consumers increased spending. The question the company is facing at this time is: Does a substantial investment in loyalty programs really change consumer behavior? Is the company's value for money?