市場競爭愈來越激烈，加上網際網路的發達，顧客的消費選擇比過去只有傳統通路多很多，區域範圍更擴及到了全球。為了提昇顧客忠誠度，許多企業推出了各種忠誠度方案，但大部份的忠誠度方案多限於單一店點或連銷商家進行，或者由少數商家聯合舉辦的短期促銷活動。Tadd(2001)提到無數的忠誠度卡在流通，恐造成「忠誠超負荷」(loyalty overload)，導致顧客的混淆及冷漠，而没有創造或貢獻顧客忠誠度給商家(Turner及Wilson, 2006)。聯合忠誠度方案在台灣推行已逾五年，本研究之目的即為探討消費者對聯合集點卡及特約商之滿意度與忠誠度之關聯性，以瞭解此類方案對商家在維持顧客忠誠度上是否有助益。 本研究以「快樂購聯合集點卡」(HAPPY GO卡)卡友為研究對象，採用結構性問卷及便利抽樣法進行調查研究，共回收270位有效受測者問卷資料。針對受測者基本資料與用卡情形採用卡方分析法進行交叉分析；以主成份分析法經由百分位數轉換萃取出四個研究構面之主成份分數後，以皮爾森相關分析法針對四個構面之關聯性進行假說驗證；同時也採用變異數分析法，將四個構面與個人基本資料及用卡情形，進行差異性分析；最後針對消費者對聯合集點卡及特約商之態度分別進行集群分析，並與個人基本資料及用卡情形，進行交叉分析。 根據資料分析結果獲得之結論為：消費者對聯合集點卡之滿意度高，其忠誠度也會高；消費者對特約商之滿意度高，其忠誠度也會高；消費者對聯合集點卡滿意度及忠誠度高時，對特約商的滿意度與忠誠度也會高；消費者對特約商滿意度及忠誠度高時，對聯合集點卡的滿意度與忠誠度也會高。依據以上結論本研究提出5項行銷策略建議。 With fierce competition in marketing and widespread network, customers now have more purchasing channels than ever before. Many enterprises have developed programs to increase customer loyalty. Most programs were designed for a single store, or chain, with others planned as a short term promotion program for a few stores. Tadd (2001) has stated that businesses worry that unlimited loyalty cards in circulation may lead to overload and cause customer’s confusion and indifference. This situation would not create or build up customers’ loyalty to the store (Turner & Wilson, 2006). Coalition loyalty programs have been operated in Taiwan for over five years. In order to understand if participated merchants benefit from coalition loyalty programs, this study will investigate the relationships between customer’s satisfaction and loyalty toward participated merchants. The study adopted a structural questionnaire approach with convenient sampling as an instrument to survey the targeted respondents, “Happy Go Card” holders. Questionnaires were dispatched through both e-mail and the Google Doc Survey Tool. There were 270 valid questionnaires returned and then analyzed by using Chi-square Analysis to explain the relationships between personal information and the card usage behavior. Further, Principal Component Analysis was applied to determine the scores of the four research constructions. For the verification of hypotheses, the Pearson’s Correlation Coefficient Analysis was used to analyze the relationships among the four constructions. The One-way ANOVA Analysis was used to approve the differences among the four constructions, personal information and car usage behavior. Finally Cluster Analysis and Chi-square Analysis were applied to divide the respondents’ attitude toward the coalition loyalty program and merchant into three clusters and explain the relationships between each cluster, personal information and card usage behavior. According to the result of data analysis, we found a positive relationship between customers’ satisfaction and loyalty for coalition loyalty program cards as well as for the merchants. The higher satisfaction and loyalty toward the program are, the higher Satisfaction and loyalty toward the merchants are. The satisfaction and loyalty for coalition loyalty program cards also hinges on customers’ attitude toward the merchants. Based on these conclusions, five marketing strategies are suggested.
