• Asia Marketing Journal
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• 제20권4호
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• pp.21-47
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• 2019

This study empirically examines the synergy effect of a corporate-level loyalty program on customer equity (CE) known as the lifetime value of current and future customers (Blattberg et al. 2009). A corporate-level loyalty program refers to a company-wide integration loyalty program at the corporate-level in which subsidiaries (multi-divisions) participate as program members. It does not merely examine whether there is an integration effect of a corporate-level loyalty program from the CE perspective, but it provides practical implications for a firm's strategic focus by identifying which value creation channels (i.e., acquisition, retention, and cross-selling), brand characteristics (i.e., size of the customer base before integration, diversity of products, and sales channel type), and consumer characteristics (i.e., customer relationship stage, transaction amount before integration, transaction period, and number of purchased brands) are affected the most by the synergy effect.

• 한국콘텐츠학회논문지
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• 제9권12호
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• pp.235-244
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• 2009

본 연구에서 온라인 게임 사용자를 대상으로 온라인 게임 중요속성의 4가지 하위 차원인 오락성, 도전성, 상호작용성, 그리고 현실성이 고객만족에 미치는 영향과 만족도가 충성도에 미치는 영향을 분석하였다. 또한 충성도에 영향을 주는 변수로 주목받고 있는 전환장벽이 고객만족과 고객충성도의 관계에 있어서 매개효과가 있는지 분석하였다. 분석결과 온라인 게임 중요속성을 구성하는 차원 중 오락성, 도전성, 상호작용성이 고객만족에 영향을 미치고, 고객만족이 고객충성도에 유의한 영향을 미치는 것으로 나타났다. 또한 온라인 게임 전환에 따른 비용은 고객충성도에 정(正)의 영향을 미치고, 다른 경쟁게임의 대안의 매력도는 고객충성도에 부(負)의 영향을 미치는 것을 확인하였다.

• 한국경영과학회지
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• 제39권3호
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• pp.63-82
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• 2014

The main objective of this research is to investigate whether the RFM (recency-frequency-monetary value) information of a customer's redemption behavior of loyalty points can improve the prediction of future value of the customer. The conventional measurement of customer value has been primarily based on purchase transactions behavior although a customer's future behavior can be also influenced by other interactions between the customer and the firm such as redemption of rewards in a loyalty program. We theorize why a customer's redemption behavior can influence her future purchases and thereby the customer's total value based on operant learning theory, goal gradient hypothesis, and lock-in effect. Using a dataset from a major book store in Korea spanning three years between 2008 and 2010, we analyze both purchase transactions and redemption records of over 10,000 customers. The results show that the redemption-based RFM information does improve the prediction accuracy of the customer's future purchases. Based on this result, we also propose an improved estimate of customer lifetime value (CLV) by combining purchase transactions and loyalty points redemption data. Managerial implications will be also discussed for firms managing loyalty programs to maximize the total value customers.

• 유통과학연구
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• 제14권8호
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• pp.67-75
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• 2016

Purpose - This paper aims to measure the overall satisfaction of online grocery shopping and identify the quality components of online grocery delivery service. Furthermore, we examine the relationship between service quality, customer loyalty, customer satisfaction and intention of repurchase. Research design, data, and methodology - To test hypotheses, data was collected using questionnaires from online grocery shopping customers living in Korean local regions (Daejeon, Cheonan, Sejong). Quantitative research is applied using confirmative factor analysis and multiple linear regressions. Results - On the whole, customers are satisfied with the online grocery shopping. We found that convenience and reliability of grocery delivery service have a positive effect on the customer loyalty and customer satisfaction. Furthermore, we found that customer satisfaction has a mediating effect between convenience, reliability and customer loyalty. However, responsiveness of grocery delivery service does not have a positive effect on the customer loyalty and customer satisfaction. Conclusions - Since the quality of groceries are very sensitive to time and difficult to standardize, we need to analyze the quality components of delivery service unlike other commodities and find relationships with customer satisfaction, customer loyalty and repurchase intention. The results of research will contribute to providing satisfactory service and capturing loyal customers in retail industry.

• 벤처창업연구
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• 제10권6호
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• pp.37-46
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• 2015

본 연구는 환경적 관점에서 제품 품질, 소비 행위, 고객만족, 그리고 고객충성도 간의 관련성과 영향을 탐색하였다. 실증분석을 위하여 18개 문항으로 구성된 설문지를 이용하여 자료를 수집하였다. 210명의 응답자 중에서 친환경제품을 이용해본 경험이 있는 167개의 자료를 회귀분석과 위계적 회귀분석을 이용하여 SPSS로 자료분석을 실시하였다. 분석결과는 그린제품 품질은 고객만족과 고객충성도에 유의적인 영향을 미치며, 그린소비 행위의 가격요인은 고객만족과 고객충성도 간의 영향을 조절시키는 것으로 나타났다. 실증분석의 결과는 그린제품 품질은 고객만족과 고객충성도에 기여함을 의미한다. 또한 그린소비 행위의 가격요인은 고객만족과 고객충성도 간의 영향을 증가시키는 것으로 나타났다.

• 한국품질경영학회:학술대회논문집
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• 한국품질경영학회 2006년도 춘계학술대회
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• pp.120-125
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• 2006

This study attempts to investigate a general service sector model which aims to describe the extent to which customer repurchase intention is influenced by customer satisfaction, customer loyalty, switching cost. 195 consumers in service sector were used into data analysis. The data were analyzed by factor analysis and Structural Equation Model using SPSS and AMOS program. The results show that nearly all of the hypothesized relationships construct are supported. First, the direct effects of customer satisfaction on customer loyalty and switching cost were com firmed. The service company not only strengthens customer loyalty, but also strategically makes the most use of switching cost to satisfy customer satisfaction and create sustainable company advantages. Second, the interactive relationships among switching cost and customer loyalty were very significant. The proper management of these mediating variables plays key roles in connecting customer satisfaction with repurchase intention. Third, the effects of customer loyalty and brand preference on repurchase intention were supported but switching cost rejected in the path analysis. Implications of the results for path analysis are discussed and future research directions are offered.

• 한국의류학회지
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• 제32권8호
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• pp.1299-1308
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• 2008

Customers’ loyalty to an online store may be worth up to ten times as much as its average customer. To develop a loyal customer base, most online stores try their best to continually satisfy their customers and to generate long-run relationships with them. This study investigates the effects of product attributes on customer satisfaction, trust, and loyalty in the context of online shopping for apparels. A self-administered questionnaire with multi-item scale was developed based on literatures. A total of 356 usable questionnaires were obtained from respondents and were analyzed using by LISREL 8.54 Program. The results showed that attributes of apparel products (e.g., products variety, price, and information) have indirectly influenced customer loyalty, which are moderated by customers’ satisfaction and trust. Additionally, customer satisfaction plays an important role to develop customer loyalty of online apparel stores. The findings suggest that, to satisfy their customers, online apparel stores should focus on product variety, and reasonable/economic prices of their apparel products, while they should provide the information about contents/care of apparels in building trusting relationships with their customers. In light of the major findings, this study sets forth strategic implications for customer loyalty in online settings of apparel store.

• 동아시아경상학회지
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• 제7권3호
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• pp.75-81
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• 2019

Purpose - In this study, it investigates the relationship among brand asset, customer satisfaction, brand trust, and brand loyalty related to golf products. Research design and methodology - The study was conducted with 500 customers from five indoor and outdoor golf training centers located in Seoul, South Korea. The method of tabulation was developed using a nonprobability convenience sampling and the questionnaire was administered through self-administration. The survey was conducted on-site between July 2018 and August 2018 by four trained researchers, including the researchers. Five indoor golf training centers in Seoul were randomly selected, and a total of 500 samples were collected by radio at each training site. Of the 500 questionnaires collected, 449 were utilized once incomplete questionnaires were removed from the sample. Results - This study was as follows. First, brand asset was a significant predictor of customer satisfaction. Second, customer satisfaction was a significant predictor of brand asset. Third, customer satisfaction was a significant predictor of brand loyalty. Fourth, brand trust was a significant predictor of brand loyalty. Fifth, brand asset was a significant predictor of brand trust. Finally, brand trust was a significant predictor of brand loyalty. Conclusions - First, the results showed that brand assets had a significant impact on customer satisfaction. Second, customer satisfaction was shown to have a significant effect on brand trust. Third, customer satisfaction had a significant effect on brand loyalty.

• 유통과학연구
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• 제15권4호
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• pp.41-57
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• 2017

Purpose - With the growth of the duty free shop field and an increase in the executive interest in it, it becomes necessary to examine if PBZ (1988) SERVQUAL could be applied to duty free shop service reflecting on this increased interest and the importance of marketing strategy alternative managing multinational customers. Therefore, the present research focused on the comparison of Korean and Chinese consumers. We examined how service quality would affect relationship quality and customer loyalty. Research design, data, and methodology - Surveys were distributed to 235 Korean and 220 Chinese consumers who have visited a Korean duty free shop. We analyzed frequency analysis, mean difference analysis, and reliability analysis, exploratory factor analysis, confirmatory factor analysis, structural equation model analysis, and multi-group analysis. Results - First, perceived tangibles, responsiveness, empathy, assurance, price benefits, product diversity, and IT convenience of duty free shop service all appeared to be positive effect on customer satisfaction; at the same time, only tangibles, responsiveness, empathy, assurance, and price benefits positively affected customer trust. Secondly, customer satisfaction and trust that are the components of the relationship quality appeared to be positive effect on customer loyalty. Thirdly, customers' satisfaction was found to play a full mediating role effect among all of the service quality factors with customer loyalty; however, customer trust was found to have the mediating effects only with tangibles, empathy, assurance, and price benefits. Fourthly, we found a difference between how service quality influences relationship quality and how service quality influences customer loyalty as a function of different nationality. As a result, it appeared that price benefits and IT convenience affected customer satisfaction more among Koreans than among Chinese. Finally, it appeared that customer satisfaction and trust affected customer loyalty more among Chinese than among Koreans. Conclusions - The results of this study contribute to the theoretical knowledge, but also provide strategic alternatives to enhance differentiation, international competence of enterprises led by duty free shop and service quality improvement and customer loyalty of enterprises are drawn as a foundation for constructing international customer relationship in future global era.

• 통상정보연구
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• 제10권2호
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• pp.433-453
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• 2008

Customer satisfaction and loyalty are becoming an increasing salient topic in many firms and in academic research. This study places significance in establishing corporate marketing strategy via analyzing and understanding purchasing by Korean and Chinese customer, especially those for service store, who serve as the core in marketing activities. To objectives of this study are to investigate which antecedent variables have significant effects on consumer perceived satisfaction or loyalty and to examine whether these factors have differences between Korean and Chinese customer. To test the hypotheses, such antecedent variables as the product quality, service quality, store reputation, store image. All variables are significant factors in both Korean and Chinese customer. Under the current increasingly rapid competitive market, product/service quality, store reputation/image can provide customer satisfaction and loyalty, can generate continual customer expansion of current customer through the reuse intention and can contribute to the expansion of new customers.