디지털융복합연구 (Journal of Digital Convergence)

  • 제12권3호
  • /
  • Pages.89-94
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  • 2014
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  • 2713-6434(pISSN)
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  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
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소매점의 로열티 프로그램에서 고객의 등급하락 시 고객의 등급, 메시지의 진실성, 관여도가 충성도에 미치는 영향

The Effect of Status, Truth of Messages, Involvement on Loyalty When Customer Experience Demotion in Retail Loyalty Program

  • 신종국 (부산대학교 경영학과) ;
  • 박민숙 (부산가톨릭대학교 유통경영학과)
  • Shin, Jong-Kuk (Dept. of Business Administration, Pusan National University) ;
  • Park, Min-Sook (Dept. of Distribution Management, Catholic University of Pusan)
  • 투고 : 2013.12.30
  • 심사 : 2014.03.20
  • 발행 : 2014.03.28
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초록

본 연구는 로열티 프로그램에서 등급 강등 시, 고객의 등급과 메시지의 진실성, 관여도가 충성도에 미치는 영향을 검증하고자 20대 230명을 대상으로 $2{\times}2{\times}2$ 집단간 실험설계를 통한 ANCOVA분석을 실시하였다. 실험결과, 최고등급과 중간등급 모두 등급하락 후 충성도가 감소하였으며 최고등급보다 중간등급의 충성도가 더 작게 감소하였다. 최고등급의 경우 메시지에서 진실성을 느끼는 정도가 높은 집단의 충성도가 더 작게 감소하였으며, 관여도가 낮은 집단의 충성도가 더 작게 감소하였다. 중간등급 또한 진실성을 느끼는 정도가 높은 집단의 충성도가 더 작게 감소하였으며, 관여도가 낮은 집단 충성도가 더 작게 감소하였다. 고객의 등급, 메시지의 진실성, 관여도의 삼원상호작용에서는 메시지에 진실성이 높다고 느끼며 관여도가 낮은 중간등급의 충성도가 가장 작게 감소하였다.

It empirically studied the effects of customer status, truth of messages, and involvement on loyalty when customer experience demotion in loyalty program. A scenario based 2(customer demotion: highest status customer/middle status customer) ${\times}$ 2(truth of messages: high/low) ${\times}$ 2(involvement: high/low) between-subjects factorial design experiments are conducted for the hypotheses. According to the result of ANCOVA, highest status customer's loyalty and middle status customer's loyalty decrease when they experience demotion. But middle status customer's loyalty less decreases than the highest status customer. Loyalty of the group who feel high truth of message less decreases than those of other groups. And loyalty of the low-involvement group's loyalty less decreases than those of other groups. Moreover it test three way interactions among customer status, truth of messages, and involvement. The result indicates that loyalty of the group who feel high truth of message and low-involvement less decreases than those of other groups.

키워드

참고문헌

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피인용 문헌

  1. A Study on the Types of Product Review on Mobile Beauty App, Perceived Information Authenticity, Brand Attitude, Purchase Intention and e-WOM Intention vol.19, pp.2, 2017, https://doi.org/10.5805/SFTI.2017.19.2.180
  2. Spillover Effects of Status Demotion on Customer Reactions to Loyalty Reward Promotions: The Role of Need for Status and Exclusivity pp.1552-6763, 2018, https://doi.org/10.1177/0047287518807576