本研究开发了忠诚计划联盟下忠诚计划关联性的测量量表，在借鉴了国内外
顾客忠诚方面的相关研究成果后，构建了消费者视角下的计划关联性对顾客忠诚
影响的概念模型，通过实证研究探讨具体的作用路径。
本研究通过文献研究、焦点小组访谈、深度访谈、专家访谈等方式，探究了
忠诚计划联盟下计划关联性的原始测量项目，并进一步将测量项目总结为相应的
构成维度。形成测量维度之后，发放问卷并对问卷数据进行回收处理，最终形成
了忠诚计划关联性的测量量表，研究发现忠诚计划关联性共分为兑换便捷、产品
互补、使用感受三个维度。
在以往研究的基础上，本研究构建了忠诚计划联盟的计划关联性对顾客忠诚
影响的研究框架，借助 SPSS 软件和 AMOS 软件进行数据分析，通过结构方程
模型的方法，验证了忠诚计划关联性中的产品互补和顾客使用感受都对行为忠诚
和情感忠诚都有显著影响。
本文在以上研究结果的基础上，最后从忠诚计划关联性的应用方面、忠诚计
划联盟的合作方面、顾客忠诚的提升方面为企业进行忠诚计划联盟战略提供一些
切实可行的建议，以期为企业提供实践指导。
关键词：忠诚计划关联性；顾客忠诚；忠诚计划联盟
Abstract
Customer loyalty program has become a common way to carry out the customer
relationship management of enterprises, widely used in all walks of life, and loyalty
program alliance as one operating mode has gradually received attention in academic
circles. Loyalty program alliance as one of the important forms, is composed of a
plurality of enterprise cooperation with the use of an integral planning mode,
customer participation integral loyalty programs available, can be used in the
enterprises within the union . At the same time, loyalty program alliance, can be
among the same industry, can also be a cross industry. The past research only research
from the overall loyalty program point of view, but lack the loyalty program within
the alliance enterprises affected, and the fact that affect the same loyalty program
alliance to join the enterprise is different, the relationships of business loyalty plan
how to measure, what is the impact of customer loyalty, and these are worthy of study.
So this research from the angle of loyalty program Union, has a strong theoretical and
practical significance on the relevance of loyalty program form and influence on
customer loyalty.
This study developed a loyalty program coalition loyalty program relevance
scale, and with reference to relevant research results at home and abroad in terms of
customer loyalty. This study constructed model of the influence of loyalty program
relevance from a consumer perspective to customers, through empirical research to
explore the role of specific path.
Firstly, through literature review, focus group interviews, expert interviews, we
explore the original measurement project loyalty program relevance loyalty program
alliance, and further study the measurement project summary for the dimensions of
the corresponding. After the formation of dimension measurement, questionnaire and
the questionnaire data recovery processing, eventually form the table to measure
relevance of loyalty program. The study found that the loyalty program relevance is
divided into exchange convenience, products complementary , use feeling of three
dimensions.
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