期刊刊名：明道學術論壇 　 卷期：7卷4期

篇名出版日期：2011年12月1日

作者：蔡旖凡,張允熙,陳銘嘉,Yi-Fan Tsai,Yun-Hsi Chang,Ming-Chia Chen

語言：English

關鍵字：Loyalty program, Customer loyalty, Customer loyalty card,忠誠計劃,顧客忠誠度,會員卡

被點閱次數：3次

閱讀時間：96sec

摘要：
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.

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