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《Journal of Nanjing University of Finance and Economics》 2009-05
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The Relationship between Loyalty Reward Program and Repurchase Intention

PENG Gangping1,2,MA Junping2,LI Jianling2,LI Chunqing2(1.Guodian Nanjing Automation Co.Ltd.,Nanjing 211100,China;2.School of Economics and Management,Xi'an Technological University,Xi'an 710032,China)  
A Customer's repurchase is the crisis and necessity of any company's success,and repurchase intention is one of critical variable of measuring repurchasing behavior.With the method of questionnaire investigation and the statistical analysis,this paper analyzed the impact of the factors of repurchase intention: loyalty reward program,perceived value,service experience.The results indicate that perceived value is the most important effect factor of repurchase intention,then,is service quality,loyalty reward program and product profit,but the effect of product varieties is not significant.
【Fund】: 国家自然科学基金(70872087)资助
【CateGory Index】: F274
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