Author(s)

Haoran Xu

Corresponding Author

Haoran Xu

ABSTRACT

This paper mainly makes research of the impact of customer loyalty programs and logistic time on different types of e-commerce customers. This paper intends to demonstrate the efficiency of JD.COM customer loyalty program and a potential method for different users, such as a wholesaler or a lower retailer to improve the logistic service quality they acquired. This paper adapts data analysis, such as hypothesis testing and regression. For different user levels, the efficiency of the customer loyalty program is varied. The membership will improve the loyalty explicitly for certain user types but the others show little sensitiveness to the priority logistic service. Customers of different user levels appear different sensitiveness to the delivery time. Most users exhibit that their customer loyalty is always affected by the delivery time of logistic service. As an exception, it can prove that lower retailers and wholesalers attach little interest to the difference between commitment order time and actual logistics time. The customer who is very sensitive to the delivery time could establish a new ID to acquire the preference service and priority of delivery arrangements. From the platform's side, the JD platform could mitigate the logistics difference between user levels to develop customer loyalty.

KEYWORDS

Customer loyalty program, User level, Repurchase amount, PLUS membership