한국조리학회지 (Culinary science and hospitality research)
- 제13권4호
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- Pages.80-91
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- 2007
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- 2466-0752(pISSN)
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- 2466-1023(eISSN)
외식 업체의 고객 보상 프로그램에 대한 고객의 가치 지각이 고객 충성도에 미치는 효과에 관한 연구
A Study on the Effect of Customer's Awareness of the Food Service Industry's Customer Reward Program Value on Customer Loyalty
- Son, Young-Jin (Dept. of Foodservice Culinary, University of Kyonggi) ;
- Lee, Kwang-Ock (Dept. of Foodservice Culinary, University of Kyonggi) ;
- Yoo, Hee-Jeong (Dept. of Foodservice Culinary, University of Kyonggi)
- 발행 : 2007.12.30
초록
The purpose of the study is to investigate how customer reward programs that are provided strategically to develop customer favors are assessed by customers, if they affect customer loyalty and what effect using membership card(how many possess and use it) takes. The findings from the study can be summarized as follows. Firstly, customer loyalty showed high when shared value and convenient value are felt for preference and referring effect and when shared value and allied value were felt for revisit. Secondly, when the number of cards in possession was a lot, high customer loyalty existed. Thirdly, when the number of cards in use was a lot, the customer loyalty was high. The customer's awareness of values, e.g. economic, shared, use, convenience and allied values, put a very meaningful positive effect on loyalty, i.e. preference, referring effect and revisit. The more the number of food service provider's' membership cards in use and in possession was, the higher customer loyalty was. This implies that continued development of business partners and quality control are critical for various benefits and shared value of the customer reward pro-grams and service upgrade.