A Study of the Impact of Membership System on the Customer Loyalty
- 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/).
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 -