• Title/Summary/Keyword: 촉진둔감형 고객

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A Study on the Moderating Effect of Customer Type in Reward Programs and Customer Satisfaction Relations (보상프로그램과 고객만족간의 관계에 있어 고객유형의 조절효과에 관한 연구(제2보))

  • Kang, Yong-Soo
    • Management & Information Systems Review
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    • v.30 no.3
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    • pp.133-151
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    • 2011
  • This study investigates the moderating effect of customer type(deal prone/promotion insensitives) on the relationship between perceived values on the reward program of tele-communication firms and customer satisfaction. To test moderating effect, Difference test for distinct parameters in Amos 18.0 program was used. Results show that there is no the moderating effect of customer variable. But both kind of perceived values(utilitarian value and hedonic value) have a significant effect on customer satisfaction. For all customer, utilitarian reward has influenced on the customer satisfaction more than hedonic reward. And for utilitarian reward, promotion insensitives customer has influenced on the customer satisfaction more than deal prone customer.

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