Research on Influence Path of Loyalty Program: Based on the Perspective of Perceived Value

摘要

With the increasing competition among modern enterprises, customer loyalty has become the core competitiveness and profit source of enterprises. This study introduces the concepts of Equity Theory and Switching Costs into loyalty program, adopts the survey method based on the question items targeted at loyalty program and explains the specific connotation and measurement dimension of perceived equity and switching costs in the loyalty program through the analysis of structure equation model, and constructs the two path mechanisms of "customer perceptionsatisfaction-loyalty" and "customer perceptionswitching costs-loyalty", so as to make supplements for the research of loyalty program and thus bring forward management advice for