Journal of Korean Society of Industrial and Systems Engineering (산업경영시스템학회지)

Society of Korea Industrial and System Engineering (한국산업경영시스템학회)
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Analysis of Reward and Royalty Programs Affecting Customer Satisfaction and Recommendations in the Purchase Process in Luxury Goods

명품 구매과정에서 고객만족과 추천의향에 영향을 미치는 보상 및 로열티 프로그램의 분석 - 고급 수입차 매장을 중심으로 -

  • 최수영 (한양대학교 경영대학 경영학과, 코오롱 오토모티브(볼보) 영업본부) ;
  • 박근영 ((주)윕스 기술가치평가센터) ;
  • 한현수 (한양대학교 경영대학 경영학과)
  • Received : 2018.10.22
  • Accepted : 2018.12.11
  • Published : 2018.12.31
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Abstract

This study analyzed what premium features significantly affect customer satisfaction and their recommendation, and what factors significantly affect product attributes. In the process, first, the loyalty program and the customer compensation program were studied to determine the impact of the customer satisfaction and recommendation. The study analyzed that quality and design of product properties had significant effects on all factors, but the brand was not significantly affected. Second, while superiority, differentiation and scarcity of luxury items are significant to customer satisfaction but superiority is only significant in relation to recommendation intention. Third, the preceding study shows that the customer compensation program has a significant impact on sales growth, but the study found that it was not for imported luxury car customers. Fourth, if the royalties program is low in awareness, it has been analyzed that the scarcity and customer satisfaction relationships among luxury goods have been adjusted. On the contrary, if there is a high level of awareness, it is analyzed that there is a control effect customer satisfaction and differentiation among luxury brands. In the conclusion, in order to satisfy customers at the import luxury car market, the differentiation of luxury goods by standard index must be strengthened and the brand must be strengthened among the attributes of the product. In addition, by raising awareness of the royalties program, the relationship between differentiation and customer satisfaction can be enhanced.

Keywords

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