||In order to achieve the goal of increasing market share, business managers could develop loyalty programs that convert one-time consumers into long-term relational customers (Kotler & Keller, 2012). Besides, customer loyalty affects the company's long-term profitability because loyal customers would participate in company friendly behavior, help companies increase sales and market share, reduce marketing costs, and increase product price (Zeithaml, Berry, & Parasuraman, 1996).|
Perceived benefits can explain consumers' participation in a company's loyalty management program because perceived benefits can increase satisfaction, inspire consumer loyalty, and then strengthens relationships with companies (Bolton, Lemon, & Verhoef, 2004). Moorman, Zaltman, and Deshpande (1992) believe that there are long-term dynamic relationships between consumers and the companies, but the researches on perceived benefits for satisfaction and loyalty remain in cross-sectional studies (Zeithaml, 1988；Dodds, Monroe and Grewal, 1991；Parasuraman and Greal, 2000; Babin and Attway, 2000). Therefore, the inability to understand whether consumers' satisfaction with the brand is consistent for a long time is the focus of this research. Although researches have explored consumer relationships using the life cycle (including growth, maturation, and decline) (Jap & Anderson, 2007).
Kuo, Chen, & Cheng (2016) have found that whether or not the first visit affect the quality of service, those only base on the different experiences of consumers’ visiting and have ignored the consideration between the continuity of time and the dynamics relationships with consumers. This research uses a longitudinal view of perceived benefits and satisfaction dimensions to collect data from two different points of time. The conclusion is that the five dimensions of perceived benefits (saving, exploratory, entertaining, identity and socialness) in the long-term relationship, only socialness dimension is longest and lasting. This responds to the need to strengthen the relationship between customers and the companies. The companies should use more resources to maintain the customer's belongingness to companies’ brand and value. With belongingness, customers can continue a certain degree of satisfaction and that also drives consumers' continuous consumption behaviors.
The message in this research conveyed to corporate managers is that consumers do not demand much. Creating values that meet consumer expectations and giving them the belongings are the keys to satisfying consumers.