The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
권호 표지
DOI QR코드

DOI QR Code

Learning Effect in Coalition Loyalty Program: An Empirical Study using Long-term Panel Data of OKCashbag

통합 로열티 프로그램의 학습효과: OK캐쉬백 장기 패널자료를 이용한 실증 연구

  • 최우석 (성공회대학교 경영학부) ;
  • 장승권 (성공회대학교 경영학부) ;
  • 이희진 (연세대학교 국제학대학원)
  • Received : 2012.09.27
  • Accepted : 2013.01.20
  • Published : 2013.03.31
Download PDF
⟨ Previous Next ⟩

Abstract

Using long-term panel data of OKCashbag, this study analyzes whether learning effect influencing in effectiveness of coalition loyalty program exists. We found that there is learning effect in the behavior of loyalty program customers, and discovered that learning effect appears more greatly in using (redeeming) behavior than accumulating behavior. The authors also found a long-lasting structural changes in the pattern of point redemption after a major marketing activities associated with the act of using points. The results of this research can contribute to suggest direction to the future researches to examine differences of learning effect according to demographic (gender, age, region, ect.) and transactional (frequency or scale in point accumulation and redemption etc.) characteristics.

Keywords

References

  1. 손태원, 조직행동과 창의성, 범문사, 2004.
  2. 이현규, "전자상거래의 고객지향적 비즈니스 모델 구축에 관한 연구 - 고객가치와 서비스 품질, 기업의성과를 중심으로", 정보시스템연구, 제14권, 제1호, 2005, pp.125-147.
  3. 이현규, 박영식, "고객가치 극대화를 위한 전자상거래 구매의사결정 요인에 관한 연구", 정보시스템연구, 제15권, 제1호, 2006, pp.121-144.
  4. 이학종, 조직행동론: 이론과 사례연구, 세경사, 1997.
  5. 정지윤, 이희진, 장승권, 최우석, "통합 로열티프로그램의 성공요인: 오케이캐쉬백 사례", 한국전자거래학회지, 제6권, 제2 호, 2011, pp.91-109.
  6. 주재훈, 김진완, "고객가치, 공급사슬통합 그리고 기업성과 간의 관계에 대한 연구", 정보시스템연구, 제21권, 제2호, 2012, pp.27-44.
  7. Bellizzi, J.A. and T. Bristol, "An assessment of supermarket loyalty cards in one major US market", Journal of Consumer Marketing, Vol.21, No.2, 2004, pp.144-154. https://doi.org/10.1108/07363760410525704
  8. Bridson, K., J. Evans, and M. Hickman, "Assessing the relationship between loyalty program attributes, store satisfaction and store loyalty", Journal of retailing and consumer services, Vol.15, No.5, 2008, pp.364-374. https://doi.org/10.1016/j.jretconser.2007.08.004
  9. Capizzi, M.T. and R. Ferguson, "Loyalty trends for the twenty-first century", Journal of Consumer Marketing, Vol.22, No.2, 2005, pp.72-80. https://doi.org/10.1108/07363760510589235
  10. Clark, R. and P. Clark, The Loyalty Guide, Wise Research Limited, Vol.2, 2006.
  11. Dowling, G.R. and M. Uncles, "Do customer loyalty programs really work?", Sloan Management Review, Vol.38, Issue4, 1997, pp.71-82.
  12. Fama, E.F., L. Fisher, M.C. Jensen, and R. Roll, "The adjustment of stock prices to new information", International Economic Review, Vol.10, No.1, 1969, pp.1-24. https://doi.org/10.2307/2525569
  13. Frisou, F. and H. Yildiz, "Consumer learning as a determinant of a multi-partner loyalty program's effectiveness", Journal of Retailing and Consumer Services, Vol.18, No.1, 2011, pp.81-91. https://doi.org/10.1016/j.jretconser.2010.10.002
  14. Heerde, H.J.V. and T.H.A. Bijmolt, "Decomposing the Promotional Revenue Bump for Loyalty Program Members Versus Nonmembers", Journal of Marketing Research, Vol.42, No.4, 2005, pp.443-457. https://doi.org/10.1509/jmkr.2005.42.4.443
  15. Hoffman, J.L. and E.M. Lowitt, "A better way to design loyalty programs", Strategy and Leadership, Vol.36, No.4, 2008, pp.44-47. https://doi.org/10.1108/10878570810888777
  16. Karolefski, J., It's in the card, Supermarket News (Brand Marketing Supplement), 1998.
  17. Keh, H.T. and Y.H. Lee, "Do reward programs build loyalty for services? : The moderating effect of satisfaction on type and timing of rewards", Journal of Retailing, Vol.82, No.2, 2006, pp.127-136. https://doi.org/10.1016/j.jretai.2006.02.004
  18. Kim, B.D., M. Shi, and K. Srinivasan, "Reward Programs and Tacit Collusion", Marketing Science, Vol.20, No.2, 2001, pp.99-120. https://doi.org/10.1287/mksc.20.2.99.10191
  19. Kivetz, R., "Promotion Reactance: The Role of Effort-Reward Congruity", Journal of Consumer Research, Vol.31, No.4, 2005, pp.725-736. https://doi.org/10.1086/426606
  20. Kivetz, R. and I. Simonson, "Earning the Right to Indulge: Effort as a Determinant of Customer Preferences Toward Frequency Program Rewards", Journal of Marketing Research, Vol.39, No.2, 2002, pp.155-170. https://doi.org/10.1509/jmkr.39.2.155.19084
  21. Kivetz, R. and I. Simonson, "The Idiosyncratic Fit Heuristic: Effort Advantage as a Determinant of Consumer Response to Loyalty Programs", Journal of Marketing Research, Vol.40, No.4, 2003, pp.454-467. https://doi.org/10.1509/jmkr.40.4.454.19383
  22. Kopalle, P.K. and S.A. Neslin, "The Economic Viability of Frequent Reward Programs in a Strategic Competitive Environment", Review of Marketing Science, Vol.1, No.1, 2003, pp.1-9.
  23. Lacey, R. and J.Z. Sneath, "Customer loyalty programs: are they fair to consumers?", Journal of Consumer Marketing, Vol.23, No.7, 2006, pp.458-464. https://doi.org/10.1108/07363760610713000
  24. Lal, R. and D.E. Bell, "The Impact of Frequent Shopper Programs in Grocery Retailing", Quantitative Marketing and Economics, Vol.1, No.2, 2003, pp.179-202. https://doi.org/10.1023/A:1024682529912
  25. Leenheer, J., H.J.V. Heerde, T.H.A. Bijmolt, and A. Smidts, "Do loyalty programs really enhance behavioral loyalty? An empirical analysis accounting for self-selecting members", International Journal of Research in Marketing, Vol.24, Issue1, 2007, pp.31-47. https://doi.org/10.1016/j.ijresmar.2006.10.005
  26. Leenheer, J. and T.H.A. Bijmolt, "Which Retailers Adopt a Loyalty Program? An Empirical Study", Journal of Retailing and Consumer Services, Vol.15, No.6, 2008, pp.429-442. https://doi.org/10.1016/j.jretconser.2007.11.005
  27. Lewis, M., "The influence of loyalty programs and short-term promotions on customer retention", Journal of Marketing Research, Vol.41, No.3, 2004, pp.281-292. https://doi.org/10.1509/jmkr.41.3.281.35986
  28. Liu, Y., "The long-term impact of loyalty programs on consumer purchase behavior and loyalty", Journal of Marketing, Vol.71, No.4, 2007, pp.19-35. https://doi.org/10.1509/jmkg.71.4.19
  29. Liu, Y. and R. Yang, "Competing Loyalty Programs: Impact of Market Saturation, Market Share, and Category Expandability", Journal of Marketing, Vol.73, No.1, 2009, pp.93-108. https://doi.org/10.1509/jmkg.73.1.93
  30. Magi, A. W., "Share of Wallet in Retailing: The Effects of Customer Satisfaction, Loyalty Cards and Shopper Characteristics", Journal of Retailing, Vol.79, No.2, 2003, pp.97-106. https://doi.org/10.1016/S0022-4359(03)00008-3
  31. Mauri, C., "Card loyalty, A new emerging issue in grocery retailing", Journal of Retailing and Consumer Services, Vol.10, No.1, 2003, pp.13-25. https://doi.org/10.1016/S0969-6989(02)00036-X
  32. Nako, S. M., "Frequent Flyer Programs and Business Travellers: An Empirical Investigation", Logistics and Transportation Review, Vol.28, No.4, 1992, pp.395-414.
  33. Nunes, J. and X. Dreze, "Your loyalty program is betraying you", Harvard Business Review, Vol.84, No.4, 2006, pp.124-131.
  34. O'Brien, L. and C. Jones, "Do Rewards Really Create Loyalty?", Harvard Business Review, Vol.73, No.3, 1995, pp.75-82.
  35. Osselaer, S.M.J.V., J.W. Alba, and P. Manchanda, "Irrelevant Information and Mediated Intertemporal Choice", Journal of Consumer Psychology, Vol.14, No.2, 2004, pp.257-270. https://doi.org/10.1207/s15327663jcp1403_7
  36. Rayer, S., Customer Loyalty Schemes: Effective Implementation and Management, Financial Times Retail and Consumer Publishing, London, 1996.
  37. Robbins, S.P. and T.A. Judge, Organizational Behavior, 13ed, Pearson Education International, 2009.
  38. Roehm, M.L., E.B. Pullins, and H.A. Roehm, "Designing loyalty-building programs for packaged goods brands", Journal of Marketing Research, Vol.39, No.2, 2002, pp.202-213. https://doi.org/10.1509/jmkr.39.2.202.19085
  39. Sharp, B. and A. Sharp, "Loyalty programs and their impact on repeat-purchase loyalty patterns", International Journal of Research in Marketing, Vol.14, No.5, 1997, pp.473-486. https://doi.org/10.1016/S0167-8116(97)00022-0
  40. SK Marketing & Company, Internal Company Data, 2008.
  41. Smith, A., L. Sparks, S. Hart, and N. Tzokas, "Delivering customer loyalty schemes in retailing: exploring the employee dimension", International Journal of Retail and Distribution Management, Vol.32, No.4, 2004, pp.190-204. https://doi.org/10.1108/09590550410528962
  42. Wallace, D. W., J. L. Giese, and J. L. Johnson, "Customer retailer loyalty in the context of multiple channel strategies", Journal of Retailing, Vol.80, No.4, 2004, pp.249-263. https://doi.org/10.1016/j.jretai.2004.10.002
  43. Wood, A., "The value of customer and prospect databases as a corporate asset", International Journal of Retail and Distribution Management, Vol.31, No.12, 2003, pp.638-643. https://doi.org/10.1108/09590550310507768
  44. Wright, C. and L. Sparks, "Loyalty saturation in retailing: exploring the end of retail loyalty cards?", International Journal of Retail and Distribution Management, Vol.27, No.10, 1999, pp.429-440. https://doi.org/10.1108/09590559910297947
  45. Yi, Y.J. and H.S. Jeon, "Effects of Loyalty Programs on Value Perception, Program Loyalty, and Brand Loyalty", Journal of the Academy of Marketing Science, Vol.31, No.3, 2003, pp.229-240. https://doi.org/10.1177/0092070303031003002
  46. Zhang, Z.J., A. Krishna, and S.K. Dhar, "The Optimal Choice of Promotional Vehicles: Front-Loaded or Rear-Loaded Incentives?", Management Science, Vol.46, No.3, 2000, pp.348-362. https://doi.org/10.1287/mnsc.46.3.348.12062