The Impact of the Perceived Value of the Loyalty Programs Partnerships and Its Influencing Factors on Customer Loyalty: The Moderating Effect of Price Sensitivity

Abstract

Abstract:

Based on loyalty program partnership of the domestic airline industry, this paper defines the perceived value of loyalty program partnership and proposes a model of the relationship of point's accumulation methods, member preferential treatment, the perceived value of loyalty program partnership and customer loyalty. According to the experimental method, it studies the moderating effects of price sensitivity on the relationship between the point's accumulation methods, the member preferential treatment and the perceived value of loyalty program partnership. The results show that, firstly, the point's accumulation methods and member preferential treatment have significantly positive effect on the perceived value of loyalty program partnership and further on customer loyalty. Secondly, the highly price-sensitive customers are impacted by point's accumulation methods positively, but price sensitivity does not moderate the effect of member preferential treatment on the perceived value of the loyalty program partnerships.

Key words: the perceived value of loyalty program partnership, point's accumulation methods, member preferential treatment, price sensitivity, customer loyalty

Cao Li, Li Chunqing, Gao Yang, Ma Junping. The Impact of the Perceived Value of the Loyalty Programs Partnerships and Its Influencing Factors on Customer Loyalty: The Moderating Effect of Price Sensitivity[J]. , 2016, 28(2): 103-115.

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