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A Study on Customer Share Development Behavior in Relationship Marketing Paradigm |
MA Bao-long LI Fei LI Chun-qing |
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Abstract Customer relationships have been increasingly studied in the academic marketing literature. However, little research attention is paid to the customer share development based on reward programs' implementation. This paper develops a process model to explain how customer switching costs, service experiences and value perception of a loyalty program influence the development of customer share. Results show that customers make repurchase decisions on the basis of their switching costs, and adjust their decisions by their service experiences. However, their experiences are relatively complex. In our study, reward programs have a positive effect on customer share development and provide an opportunity to build longer relationships with customers. The implications of the study to enterprise are discussed in the end.
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Received: 24 July 2009
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Corresponding Authors:
MA Bao-long
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