标题:
基于客户体验的航空业积分联盟品牌形象研究The Brand Image of Customer Loyalty Programs
Partnerships in Aircraft Industry Based on
Customer Experience
作者:
李纯青, 张静, 曹丽, 李松玲
关键字:
积分联盟, 客户体验, 品牌形象Customer Loyalty Programs Partnerships; Customer Experience; Brand Image
期刊名称:
《Modern Marketing》, Vol.4 No.1, 2014-01-24
摘要:
本文在积分联盟、客户体验、品牌形象等相关文献回顾的基础上，以航空业为研究背景，分析客户体验对积分联盟品牌形象的积极影响，提出客户体验是影响和驱动积分联盟品牌形象提升的主要因素之一。通过为客户提供良好的服务体验，满足客户需求，树立积分联盟多元化、专业化的品牌形象，进而通过品牌形象的提升促使客户参与积分联盟。在积分联盟品牌形象提升过程中，存在积分联盟在客户心目中的定位不明确、客户对积分联盟提供的服务认知度低等问题，本文提出以下对策进行解决：将积分联盟的服务区别于行业内同质化服务、对积分联盟进行全面性宣传以及积极引导客户偏好，从而提升积分联盟在客户心目中的品牌形象。The paper analyzed the positive effects of customer experience on brand image based on the literature review which covers customer loyalty programs partnerships, customer experience and brand image in aircraft industry. We propose that the customer experience is one of the main factors that affect and drive brand image promotion. Customer loyalty programs partnerships meet customer demand through providing customer with good service experience, in order to foster diversification and professional brand image of customer loyalty programs partnerships and promote customers to join customer loyalty programs partnerships through the brand image promotion. In the process of brand image promotion, the brand positioning of customer loyalty programs partnerships is not clear in customer mind, and customers have low awareness of service provided by customer loyalty programs partnerships. To resolve these problems, we propose the fol- lowing measures: customer loyalty programs partnerships should be distinguished from the homogenization service in the industry, comprehensive advertisement should be given and customer preference should be guided. Thereby, the brand image of customer loyalty programs partnerships in customer mind would be enhanced.