Exploring the Difference of Perceived Evaluation of Retailer's Private Brands by Loyalty Program Members and Nonmembers
| Autor: | Chia-Hui Wu, 吳佳蕙 |
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| Rok vydání: | 2007 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 95 In Taiwan, the growing power of retailers has led them to actively market high margin private brands. Thus, the effective implementation of customer loyalty programs would be critical to the success of privately labeled products. This study aims to examine the difference of private brand evaluation perceived by loyalty program members and nonmembers. The study objects are Carrefour, COSMED and TSANN KUEN. The independent variable is the status of membership. The dependent variables are perceived value and perceived risk. Member fee and purchase frequency are treated to be moderating variables. The result indicates that the status of membership significantly affects perceived value of private brands, but the impact of perceived risk is not significant. Among three chain retailers, the membership status of Carrefour shows significant impact on perceived value, but not on perceived risk. In contrast, the membership of COSMED demonstrates its influence on perceived risk, but not on perceived value. The threshold of member fee significantly affects perceived value and perceived risk of private brands. COSMED’s member customers show higher perceived value and lower perceived risk than those of Carrefour and TSANN KUEN. But the latter two have no difference in evaluating private brands. Furthermore, purchase frequency does affect consumers’ perceived evaluation of private brands. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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