分析忠诚卡计划对客户行为的影响:来自阿尔巴尼亚市场的见解
Ervin Myftaraj1, Brunela Trebicka2
1Department of Marketing, Universiteti Aleksander Moisiu Durres, Durrës, Durrës County, Albania.
F1000Research
|November 29, 2023
概括
忠诚卡计划在阿尔巴尼亚显著提高了客户的忠诚度. 折扣和积分等关键好处增加了满意度,并鼓励重复业务,推动零售成功.
科学领域:
- 零售管理 零售管理
- 消费者行为分析 消费者行为分析
- 营销策略 营销策略
背景情况:
- 忠诚卡计划在零售业很普遍,为客户提供激励措施.
- 了解它们对消费者行为的影响对企业至关重要.
研究的目的:
- 分析忠诚卡计划对客户行为的影响.
- 评估阿尔巴尼亚的忠诚度计划和客户忠诚度之间的关系.
主要方法:
- 在不同的阿尔巴尼亚零售客户中进行了一项调查 (2023年3月至5月).
- 收集关于意识,满意度,忠诚度和福利的数据.
- 分析了电子调查的答案,以测试假设.
主要成果:
- 观察到对忠诚卡计划的高度认识.
- 对折扣和积分的满意度与更高的客户忠诚度相关.
- 频繁使用忠诚度卡与增加的忠诚度有关.
- 定制福利,特别是折扣和积分,显著影响了满意度.
结论:
- 推广忠诚度计划可以提高客户的认识.
- 建议根据反优化收益.
- 鼓励使用卡片和个性化福利促进了忠诚度.
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