其他摘要：As everyone knows, reward programs will bring customer transaction behaviors change. In retail industries, they can measure their incomes by observing customer transaction behaviors. But in the bank industries, things are deference. They can not measure their profits by the same method. This article will stand in the angle of the banks, and focus on the impact of reward actions on customer lifetime value of commercial bank. We establish the hierarchical linear model to Analysis this impacts. The results show, both reward ex- change frequency and reward exchange quantities are not significantly. But on light users’ customer lifetime values, reward balance has significant positive effect. And the impact is not significant for high users’ cus- tomer lifetime values. The study may give references to bank industries’ customer relation management.
