Research on basic forms and distribution of relationship benefits in customer loyalty programs: Based on relational bonds

Abstract

As an important means of relationship marketing strategy, customer loyalty programs have been implemented by many enterprises. The paper attempts to figure out the existence state of relationship benefits and their distribution based on relational bonds, we try to build the classification and hierarchical structure model of relationship benefits. First, we explore five basic forms of relationship benefits through in-depth interviews. Second, we established the framework of customers' total perception on relationship benefits-relational bonds-relationship benefits, and proposed the hypothesis. We used SEM to analyze the data collected in the empirical research. The data verified the hypothesis, and we made further discussion on conclusions and pointed out the managerial implications.