소비자의 포인트 적립 및 소진행동에 대한 재조명 :사용수준(Usage Level)의 조절 효과를 중심으로Customer’s Point Accumulation and Redemption Behavior Revisited : Focusing on the Moderating Effects of Usage Level
- Other Titles
- Customer’s Point Accumulation and Redemption Behavior Revisited : Focusing on the Moderating Effects of Usage Level
- Authors
- 김지윤
- Issue Date
- 2013
- Publisher
- 한국경영과학회
- Keywords
- Loyalty Program; Accumulation Behavior; Redemption Behavior; Usage Level; Type of Outlet; Hedonic Accumulation Ratio; Hedonic Redemption Ratio; Satisfaction; Loyalty
- Citation
- 한국경영과학회지, v.38, no.1, pp.183 - 199
- Indexed
- KCI
- Journal Title
- 한국경영과학회지
- Volume
- 38
- Number
- 1
- Start Page
- 183
- End Page
- 199
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/105123
- DOI
- 10.7737/JKORMS.2013.38.1.183
- ISSN
- 1225-1119
- Abstract
- This study investigates customers’ different behavior in accumulating and redeeming points and focuses on the moderating effect of usage level. We measure the hedonic accumulation and redemption ratio and usage level using loyalty program transaction data and link them to the survey data of loyalty and satisfaction. By doing so, we examine the effects of hedonic accumulation and redemption ratio on a consumer’s loyalty intention and his or her satisfaction and the moderating effect of usage level.
The result shows that there is a significant positive effect of hedonic accumulation and redemption ratio on customer loyalty and the mediating role of satisfaction on customer loyalty in both stages. And accumulation and redemption most importantly, we find an interaction effect of usage level on outlet type in point redemption stage while no effect in accumulation stage. That is if customers accumulate and redeem points at a hedonic outlets in both stages, it will give him a feeling of satisfaction and finally it will enhance the loyalty toward the focal loyalty program. And light buyers’ loyalty increase more than those of heavy buyers when they redeem points in hedonic outlet.
Our findings will help marketing managers of loyalty program to apply the effective segmentation strategy to the reward program which affects the customer’s satisfaction and loyalty.
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