联合型忠诚计划的多边忠诚关系模式及其驱动机理：价值创造与价值获取的整合视角

Coalition loyalty program is an innovative customer relationship management tool relative to the traditional standalone loyalty program. The model of multiple loyalty relationships is its defining characteristic and has been widely applied to the innovation of loyalty management, e-commerce, entrepreneurship, and social marketing. However, current literature hasn't clarified the mechanism of coalition loyalty programs from this useful perspective. This project intends to adopt an integrative perspective from all program participants and propose that multiple loyalty relationships model is the goal of operating a coalition loyalty program. It further defines the characteristics and measures of the multiple loyalty relationships model, explores the transition between loyalty relationships；based on the integration of value creation and value appropriation processes, this project examines the effects of loyalty program infrastructure (from the sponsor’s perspective) and value appropriation process (from the participating group and customer’s perspective) on the formation of multiple loyalty relationships. Based on literature review, this project will combine comparative case research, focus groups, cross-sectional survey, scenario experiment, and longitudinal survey to empirically examine the questions above. This project will provide suggestions to companies in terms of benefiting from sponsoring or joining a coalition loyalty program.

联合型忠诚计划是相对于传统的独立型忠诚计划而提出的一种创新型客户关系管理工具，其核心特征是多边忠诚关系模式。这种模式已广泛应用于忠诚管理、电子商务、创业和社会营销的创新之中，并得到了学术界的重视。然而，现有研究甚少从多边忠诚关系的视角考察联合型忠诚计划的作用机制。本项目从各参与方的整合视角，提出构建多边忠诚关系是联合型忠诚计划的运行目标，界定多边忠诚关系的基本特征与测度方式，明确多边忠诚关系之间的相互作用机制；基于价值创造与价值获取的整合视角，探索忠诚计划架构模式（发起者）与价值获取策略与行为（参与者企业和顾客）对多边忠诚关系模式的驱动机制；从而深化对联合型忠诚计划多边忠诚关系模式及其驱动机理的认识。基于相关文献分析，本项目综合采用案例比较研究、焦点小组访谈、横向调查法、情景实验法和纵向追踪调查法对上内容进行实证探索。研究结论将有助于企业采用相应策略从发起或参与联合型忠诚计划中获利。

本项目从各参与方的整合视角，提出了构建多边忠诚关系是联合型忠诚计划的运行目标，界定了多边忠诚关系的基本特征与测度方式，明确了多边忠诚关系之间的相互作用机制；基于价值创造与价值获取的整合视角，探索了忠诚计划架构模式（发起者）与价值获取策略与行为（参与者企业和顾客）对多边忠诚关系模式的驱动机制；从而深化了对联合型忠诚计划多边忠诚关系模式及其驱动机理的认识。本项目迄今已完成公开发表论文2篇、已接受待发表论文4篇、工作论文2篇。依托本项目，已培养硕士研究生2人，在读研究生3人。本项目以较好地完成了项目计划书中拟定的各项研究目标与研究任务。