• Title/Summary/Keyword: 충성도 프로그램

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A Study of Cultural Event Satisfaction on Quality of Life: - Focused on the Moderating Effect of Involvement - (문화이벤트 참여태도에 따른 문화이벤트 만족도 및 충성도 - 관여도 조절효과를 중심으로 -)

  • Kim, Eun Jin;Lee, Hee Jung;Yoon, Yoo Shik
    • Korea Science and Art Forum
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    • v.21
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    • pp.117-129
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    • 2015
  • The purpose of this study was to examine attitude of cultural events that affect participation satisfaction and loyalty of cultural events. Although cultural events are increasingly important with its positive impact on event participants, the existing literature on cultural event is sparse. This study, thus, investigates moderating effects of cultural events' involvement in a relationship between attitude of cultural event and participations' satisfaction and loyalty to understand the thoughts and attitude of participants. The survey was undertaken of participants to cultural events in Seoul, resulting in 513 valid responses. Through statistical analyses of factor analysis, multiple regression and hierarchical regression, four different factors of cultural event attitude were identified and those factors affect participation satisfaction and loyalty of cultural events. The results of this study provided support that there were moderated effects of cultural event involvement in the relationships between cultural event attitude and satisfaction and loyalty. More theoretical and practical implication were discussed in the conclusion.

Effects of Reward Programs on Brand Loyalty in Online Shopping Contexts (인터넷쇼핑 상황에서 보상프로그램이 브랜드충성도에 미치는 영향에 관한 연구)

  • Kim, Ji-Hern;Kang, Hyunmo;Munkhbazar, M.
    • Asia Marketing Journal
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    • v.14 no.2
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    • pp.39-63
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    • 2012
  • Previous studies of reward programs have generally focused on designing the best programs for consumers and suggested that consumers' perception of the value of reward programs can vary according to the type of reward program (e.g., hedonic vs. utilitarian and direct vs. indirect) and its timing (e.g., immediate vs. delayed). These studies have typically assumed that consumers' preference for reward programs has a positive effect on brand loyalty. However, Dowling and Uncles (1997) pointed out that this preference does not necessarily foster brand loyalty. In this regard, the present study verifies this assumption by examining the effects of consumers' perception of the value of reward programs on their brand loyalty. Although reward programs are widely used by online shopping malls, most studies have examined the conditions under which consumers are most likely to value loyalty programs in the context of offline shopping. In the context of online shopping, however, consumers' preferences may have little effect on their brand loyalty because they have more opportunities for comparing diverse reward programs offered by many online shopping malls. That is, in online shopping, finding attractive reward programs may require little effort on the part of consumers, who are likely to switch to other online shopping malls. Accordingly, this study empirically examines whether consumers' perception of the value of reward programs influences their brand loyalty in the context of online shopping. Meanwhile, consumers seek utilitarian and/or hedonic value from their online shopping activity(Jones et al., 2006; Barbin et al., 1994). They visit online shopping malls to buy something necessary (utilitarian value) and/or enjoy the process of shopping itself (hedonic value). In this sense, reward programs may reinforce utilitarian as well as hedonic value, and their effect may vary according to the type of reward (utilitarian vs. hedonic). According to Chaudhuri and Holbrook (2001), consumers' perception of the value of a brand can influence their brand loyalty through brand trust and affect. Utilitarian value influences brand loyalty through brand trust, whereas hedonic value influences it through brand affect. This indicates that the effect of this perception on brand trust or affect may be moderated by the type of reward program. Specifically, this perception may have a greater effect on brand trust for utilitarian reward programs than for hedonic ones, whereas the opposite may be true for brand affect. Given the above discussion, the present study is conducted with three objectives in order to provide practical implications for online shopping malls to strategically use reward program for establishing profitable relationship with customers. First, the present study examines whether reward programs can be an effective marketing tool for increasing brand loyalty in the context of online shopping. Second, it investigates the paths through which consumers' perception of the value of reward programs influences their brand loyalty. Third, it analyzes the effects of this perception on brand trust and affect by considering the type of reward program as a moderator. This study suggests and empirically analyzes a new research model for examining how consumers' perception of the value of reward programs influences their brand loyalty in the context of online shopping. The model postulates the following 10 hypotheses about the structural relationships between five constructs: (H1) Consumers' perception of the value of reward programs has a positive effect on their program loyalty; (H2) Program loyalty has a positive effect on brand loyalty; (H3) Consumers' perception of the value of reward programs has a positive effect on their brand trust; (H4) Consumers' perception of the value of reward programs has a positive effect on their brand affect; (H5) Brand trust has a positive effect on program loyalty; (H6) Brand affect has a positive effect on program loyalty; (H7) Brand trust has a positive effect on brand loyalty; (H8) Brand affect has a positive effect on brand loyalty; (H9) Consumers' perception of the value of reward programs is more likely to influence their brand trust for utilitarian reward programs than for hedonic ones; and (H10) Consumers' perception of the value of reward programs is more likely to influence their brand affect for hedonic reward programs than for utilitarian ones. To test the hypotheses, we considered a sample of 220 undergraduate students in Korea (male:113). We randomly assigned these participants to one of two groups based on the type of reward program (utilitarian: transportation card, hedonic: movie ticket). We instructed the participants to imagine that they were offered these reward programs while visiting an online shopping mall. We then asked them to answer some questions about their perception of the value of the reward programs, program loyalty, brand loyalty, brand trust, and brand affect, in that order. We also asked some questions about their demographic backgrounds and then debriefed them. We employed the structural equation modeling (SEM) method with AMOS 18.0. The results provide support for some hypotheses (H1, H3, H4, H7, H8, and H9) while providing no support for others (H2, H5, H6, H10) (see Figure 1). Noteworthy is that the path proposed by previous studies, "value perception → program loyalty → brand loyalty," was not significant in the context of online shopping, whereas this study's proposed path, "value perception → brand trust/brand affect → brand loyalty," was significant. In addition, the results indicate that the type of reward program moderated the relationship between consumers' value perception and brand trust but not the relationship between their value perception and brand affect. These results have some important implications. First, this study is one of the first to examine how consumers' perception of the value of reward programs influences their brand loyalty in the context of online shopping. In particular, the results indicate that the proposed path, "value perception → brand trust/brand affect → brand loyalty," can better explain the effects of reward programs on brand loyalty than existing paths. Furthermore, these results suggest that online shopping malls should place greater emphasis on the type of reward program when devising reward programs. To foster brand loyalty, they should reinforce the type of shopping value that consumers emphasize by providing them with appropriate reward programs. If consumers prefer utilitarian value to hedonic value, then online shopping malls should offer utilitarian reward programs and vice versa.

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The Impact of viewing motives of parenting reality TV program on satisfaction and reviewing (육아 리얼리티 프로그램 시청동기가 만족과 재시청에 미치는 영향에 관한 연구 : <아빠! 어디가?>(MBC), <슈퍼맨이 돌아왔다>(KBS2)를 중심으로)

  • Kim, Dong-Woo;Lee, Ji-Hyun;Lee, Yeong-Ju
    • Proceedings of the Korean Society of Broadcast Engineers Conference
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    • 2014.06a
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    • pp.215-218
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    • 2014
  • 본 연구는 <아빠!, 어디가>(MBC), <슈퍼맨이 돌아왔다>(KBS2) 두 육아 리얼리티 프로그램의 시청동기를 '흥미로움', '출연아동들의 매력', '외로움 해소', '일상정서표현' 등 4가지로 밝혀내고, 이러한 시청동기와 시청시간간의 관계를 살펴보았다. 그 결과 '흥미로움', '출연아동들의 매력', '외로움 해소' 3가지 요인과 육아 프로그램 시청시간에 따라 차이는 유의미한 차이를 보였으며, 시청시간이 증가할수록 평균값은 높게 나타났다. 그리고 흥미로움과 일상정서표현 요인은 시청만족에 유의미한 결과를, 프로그램 시청시간과 흥미로움, 출연아동들의 매력, 일상정서표현의 요인은 재시청에 유의미한 영향을 미치는 것으로 나타났다. 본 연구 결과를 바탕으로 육아 리얼리티 프로그램의 만족감과 충성도를 높일 수 있도록 프로그램을 기획하고 프로그램 자원을 활용할 수 있을 것이라 기대한다.

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Public Library Service Positioning Strategy (공공도서관 서비스 포지셔닝 전략)

  • Lee, Seongsin
    • Journal of Korean Library and Information Science Society
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    • v.44 no.1
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    • pp.279-303
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    • 2013
  • The purpose of this study is to suggest public library service positioning strategies for the segmented markets according to public library service users' loyalty. To achieve the study purpose, this study conducted interview with public library users. Qualitative method was utilized to analyze the data. The following public library service positioning strategies for the both segmented groups were suggested: 1) expanding of bookmobile service and utilization of shuttle bus, 2) regular and systematic user study, 3) diversification of public library service promotion methods, 4) user survey, 5) internal marketing, 6) increasing environmental quality of public library services, and 7) provision of reading programs for preschoolers, students, and their parents.

Comparative Analysis on the Service Quality and Satisfaction of the Cultural and Educational Programs in the Public Libraries and the Culture & Art Centers Using Structural Equation Model (구조방정식을 이용한 공공도서관과 문예회관의 문화교육프로그램의 품질과 만족도에 관한 비교분석)

  • Oh, Dong-Geun;Yeo, Ji-Suk;Choi, Sung-Yeol
    • Journal of Korean Library and Information Science Society
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    • v.41 no.3
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    • pp.291-307
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    • 2010
  • This study investigates the participants' perception and satisfaction score for culture and education programs operating in public libraries and culture & art centers in Daegu Metropolitan City. Attendees of the public libraries' programs have higher overall satisfaction, customer loyalty on the contents of the program and lecturers than those of the culture & art centers' programs. Attendees of the culture & art centers' programs rated staff supports and services, facilities and educational equipments higher than those in the public libraries' programs. This study calculates the LCSI score in public libraries(78.02) and culture & art centers(77.22).

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The Effect of Brand Personalized Marketing on Advertising Avoidance and Brand Loyalty of the MZ Generation (브랜드의 개인화된 마케팅이 MZ세대의 광고 회피와 브랜드 충성도에 미치는 영향)

  • Ik-Su Kim;Byung-Hwan Hyun
    • Industry Promotion Research
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    • v.8 no.4
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    • pp.1-15
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    • 2023
  • This study was conducted from May 10th to 30th, 2023 to confirm the relationship between advertisement irritation, privacy concerns, personalized marketing, and social influence of brand customized advertisements on advertisement avoidance and brand loyalty targeting the MZ generation. The following results were verified using the SPSS 28.0 and Smart PLS 4.0 programs for a valid survey of 400 people targeting the MZ generation nationwide on a daily basis. First, advertisement irritation had a positive (+) effect on advertisement avoidance but had no effect on brand loyalty, and personalized marketing had a positive (+) effect on advertisement avoidance but had no effect on brand loyalty. Second, concerns about personal information had a positive (+) effect on avoidance of advertisements and brand loyalty. Third, social influence had a positive (+) effect on advertisement avoidance and brand loyalty. Fourth, advertisement avoidance played a significant mediating role between advertisement irritation and brand avoidance, but did not play a significant mediating role between personalized marketing and social influence. Based on these results, this study is meaningful in that it can be used as basic data for research on advertising avoidance and brand loyalty and for establishing strategies necessary for brand marketing activities.

Influence of Spectators' Life Style on the Loyalty and Appeal of Professional Soccer (프로축구관중의 라이프스타일이 충성도 및 관람유인요인에 미치는 영향)

  • Kim, Hong-Seol;Byeon, Yeong-Geun
    • The Journal of the Korea Contents Association
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    • v.8 no.10
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    • pp.278-286
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    • 2008
  • This study's purpose is to offer to basic data in each professional soccer team's spectator marketing strategy through researching the influence of spectators' life style on the appeal of professional soccer. This study's survey is target 500 spectators who were present at the professional soccer championship game in 2007 at Seongnam Stadium. Data analysis was done on 484 spectators's questionnaires using SPSS V. 12.0. To analyze materials the frequency, correlations, and regression analysis were used as statistic analysis techniques. The conclusion based on above study method and the result of material analysis are here below. First, the influence of spectator's life-style on the loyalty(action loyalty, attitude loyalty)of professional soccer. Second, the influence of spectator's life style on the appeal(field factor, game circumstance factor, spectating expense factor, promotion factor, entertainment factor, player factor)of professional soccer.

Influence of Relationship Quality by Servicescape of Korean Restaurants on Loyalty - Focusing on Busan city area - (한식당 서비스스케이프에 의한 관계품질이 충성도에 미치는 영향 - 부산지역 중심으로 -)

  • Baek, Jong-On
    • Culinary science and hospitality research
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    • v.19 no.5
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    • pp.87-99
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    • 2013
  • This research was intended to investigate the influence of relationship quality by servicescape of Korean restaurants on loyalty targeting Busan city area. For this, a research model was designed and hypotheses were drawn through literature investigation. 300 copies of the questionnaire for a survey were distributed from 6th to 24th of May, 2013, and then 288 copies were adopted for the empirical analysis. As for data processing, the data were analyzed by using SPSS win version 18.0 statistics package program and were verified through frequency analysis, reliability analysis, factor analysis, and regression analysis. The result of this empirical study was summarized as follows. First, as a result of verifying the influence of servicescape factors on relationship quality, cleanliness, comfortableness, and accessibility among the servicescape factors had significant effects on commitment among the quality factors. Second, the result from verifying how the servicescape factors affected trust showed that attractiveness, comfortableness, and accessibility had significant effects on trust. Third, commitment and trust among the relationship quality factors were found to have significant effects on loyalty.

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A Study on the Effects of KORAIL's CSR on Customers' Reliability and Loyalty (철도공사의 사회적 책임이 고객신뢰와 충성도에 미치는 영향에 관한 연구)

  • Yang, Jae-Hoon
    • Journal of the Korean Society for Railway
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    • v.17 no.6
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    • pp.423-432
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    • 2014
  • The purchasing behavior of consumers is related to service quality and corporate social responsibility (CSR). Therefore, CSR is recognized as an important factor in company strategies. This study determines the relationship between the CSR activities of KORAIL and the reuse intention and recommendation intention of the consumer. CSR is composed of economic, legal, philanthropic, ethical, and environmental responsibilities. In the results of the structural equation modeling analyses, legal responsibility and economic reliability affect the reliability of KORAIL and this reliability affects the customers' reliability and loyalty. This paper proposes a compliance program, wagon safety information, customized tour packages, and communication strategy that will increase customer's reliability and loyalty.

The effect of beauty information characteristics in SNS environment on consumer attitudes and loyalty of high school students (SNS 환경에서의 뷰티정보특성이 고등학생 소비자 태도와 충성도에 미치는 영향)

  • Na, Yun-Young;Kim, Il-Shin;You, Hyeon-Gyeong
    • Journal of Digital Convergence
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    • v.19 no.12
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    • pp.115-124
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    • 2021
  • The purpose of this study was to investigate the relationship between the characteristics of beauty information in the SNS environment and consumer attitudes and loyalty of high school students. The subjects of this study were high school students residing in Gwangju, and a total of 375 copies were used for the final analysis. The collected data were analyzed using SPSS V.21.0 program. Summarizing the study results, interactivity and usefulness were key factors in the relationship between beauty information characteristics and high school students' attitude and loyalty in the SNS environment, and information provision, playfulness, and vitality were derived as major factors. Based on the above result rule, it is expected that it will be used as a data for presenting the direction for collecting the correct information in the SNS use of teenage consumers and establishing marketing strategies for beauty companies.