Proceedings of the 5th Annual International Conference on Management, Economics and Social Development (ICMESD 2019)

A Study of the Impact of Membership System on the Customer Loyalty

Authors
Chong Hou, Ya-Xuan Chen
Corresponding Author
Ya-Xuan Chen
Available Online July 2019.
DOI
10.2991/icmesd-19.2019.7How to use a DOI?
Keywords
Membership, Customer loyalty, Conversion cost, Customer benefits, Satisfaction.
Abstract

In recent two decades, membership system (available since 1968),one of the most efficient sale promotion approaches, has been favored by an increasing number of Chinese customers and companies. To estimate the factors that affect the customer loyalty degree of a retail store with membership strategy, a survey via questionnaires (n=397) was conducted in March, 2019 among customers in Sam’s Club(Hangzhou Xixi Branch) on their awareness of and attitudes towards Membership. The application of Buchanan’s Club economic theory (1965) and the STATA statistical analysis aim to further reveal that the conversion cost, membership benefits and customers’ satisfaction have great positive influence on customer loyalty which directly influence the bottom line of the retail store. The membership management needs to be considered in future studies of marketing strategies in retailing sector to meet the buyout demand resulted from the consumption upgrade.

Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 5th Annual International Conference on Management, Economics and Social Development (ICMESD 2019)
Series
Advances in Economics, Business and Management Research
Publication Date
July 2019
ISBN
10.2991/icmesd-19.2019.7
ISSN
2352-5428
DOI
10.2991/icmesd-19.2019.7How to use a DOI?
Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Chong Hou
AU  - Ya-Xuan Chen
PY  - 2019/07
DA  - 2019/07
TI  - A Study of the Impact of Membership System on the Customer Loyalty
BT  - Proceedings of the 5th Annual International Conference on Management, Economics and Social Development (ICMESD 2019)
PB  - Atlantis Press
SP  - 46
EP  - 53
SN  - 2352-5428
UR  - https://doi.org/10.2991/icmesd-19.2019.7
DO  - 10.2991/icmesd-19.2019.7
ID  - Hou2019/07
ER  -