• 한국경영과학회지
• /
• 제39권3호
• /
• pp.63-82
• /
• 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.

• 한국의상디자인학회지
• /
• 제19권3호
• /
• pp.89-97
• /
• 2017

The purpose of this study is to analyze the difference and influence of educational institutions and majors on education service quality, learning satisfaction, and educational institution loyalty, and to provide information on an Academic Credit Bank System appropriate for the two types of education institutions and learners. Looking at the difference in education service quality, learning satisfaction and educational institution loyalty, Lifelong Education Organizations of Universities showed positive awareness compared to Job Technical colleges. Especially, differences in awareness regarding quality of education facilities were largest, followed by educational institution loyalty and learning satisfaction. Looking at the difference in awareness according to educational institution and majors, learners at Lifelong Education Organizations of Universities had positive awareness compared to Job Technical colleges in terms of quality of facilities, learning satisfaction and educational institution loyalty. No difference was found according to major. Looking at the effect of awareness of education service quality on learning satisfaction and educational institution loyalty, factors of education service quality affected learning satisfaction in the order of education>administration>facilities for Lifelong Education Organizations of Universities, and the effect on educational institution loyalty was found in the order of administration> education with no effect shown by facilities. For learners at Job Technical colleges, factors of education service quality affected learning satisfaction in the order of administration>education>facilities. Influence on loyalty to educational institution was found in the order of administration>facilities>education.

• International Journal of Human Ecology
• /
• 제6권1호
• /
• pp.41-59
• /
• 2005

In this paper, the e-grocery sector of the U.S. is used as an illustrative example of how to assess consumers' demands for customer relationship management and to investigate whether these demands coincide with effective Customer Relationship Management (CRM) strategies suggested by academic researchers and provided by practitioners. Surveys evaluating the perceived importance of CRM items were administered accordingly. The findings show that, overall, consumers' did not differ considerably to the experts. The results of descriptive analyses showed that academicians had a more closely in-lined view with consumers than did practitioners. Although not statistically significant, practitioners perceived loyalty programs to be more important than did consumers or academicians. This might suggest that loyalty programs are primarily serving as a way of data mining, and are thus failing to provide benefits to consumers. Overall, items related to technology deployment were perceived to be more important by practitioners than consumers or academicians.

• 한국의류학회지
• /
• 제27권9_10호
• /
• pp.1060-1071
• /
• 2003

This study was intended to identify customer's response to CRM of fashion business.488 questionnaires were distributed to male and female respondents aged 16 to 55, and then analyzed by descriptive statistics, oneway-ANOVA, chi-square test, and factor analysis. As a result of customer information management, respondents evaluated taste, interest and demographic informations as most valuable. But they did not value personal and credit information. For CRM concept, 4 factors were determined: continuous care and suggestion, particular service to important customer, customer management program development, and customer convenience consideration. For CRM activity, 3 factors were determined: customization, information offering, and programmed service strategies. Respondents were having positive attitude toward CRM concept and activity of fashion business. Among customer loyalty programs, they affected by immediate and direct programs most. The preference of customer contact methods was differentiated by sex and age groups. Males and teenagers preferred e-mail, and females preferred catalog and telephone connection.

• 실천공학교육논문지
• /
• 제11권2호
• /
• pp.305-311
• /
• 2019

많은 대학에서 학생 보상 프로그램의 일환으로 마일리지 제도를 시행하고 있다. 마일리지 제도는 교내외 비교과 프로그램에 참여한 학생들에게 마일리지를 지급하고, 획득한 마일리지에 따라 성적과 관계없이 장학금을 차등 지급하는 것이다. 본 연구는 대학 마일리지 제도에 대한 학생들의 가치지각이 충성도에 미치는 영향을 확인하고, 마일리지 혜택을 받은 집단과 그렇지 않은 집단 간 차이가 있는지 비교하고자 한다. 이를 위해 대학 마일리지에 대한 가치지각을 경제적 유용성, 심리적 유용성, 이용혜택의 다양성, 편리성, 적절성으로 구분하여 충성도 간 영향력을 실증적으로 확인하였다. 연구결과 심리적 유용성, 이용혜택의 다양성, 적절성이 충성도에 긍정적인 영향을 미치는 반면, 경제적 유용성, 편리성은 유의한 영향을 미치지 않는 것으로 확인되었다. 또한 경제적 유용성이 충성도에 미치는 영향은 마일리지 혜택을 받은 집단이 받지 않은 집단보다 높게 나타났고, 적절성이 충성도에 미치는 영향은 마일리지 혜택을 받지 않은 집단이 받은 집단보다 높게 나타났다.

• 한국콘텐츠학회논문지
• /
• 제14권9호
• /
• pp.484-493
• /
• 2014

본 연구는 뷔페레스토랑의 브랜드 자산과 고객만족, 충성도와의 관계를 연구하고자 한다. 따라서 다음과 같은 연구 과제를 두었다. 첫째, 뷔페레스토랑 고객이 지각하고 있는 레스토랑의 브랜드 자산을 측정한다. 둘째, 측정된 변수인 브랜드 자산, 고객만족, 충성도를 요인분석 한다. 셋째, 브랜드 자산이 고객만족, 충성도에 미치는 영향을 연구한다. 넷째, 고객만족이 충성도에 미치는 영향을 연구한다. 본 연구를 위한 모집단은 경기 남부 지역 뷔페레스토랑을 이용하고 있는 고객들을 대상으로 하였고, 레스토랑에서 일대일 면접형식으로 진행하였으며, 250부를 배포하여 최종적으로 221부를 SPSS 18.0과 AMOS 18.0을 활용, 분석 자료로 사용하였다. 연구결과는 첫째, 뷔페레스토랑의 브랜드 자산은 고객만족에 부분적으로 정(+)의 영향을 미쳤다. 둘째, 뷔페레스토랑의 브랜드 자산은 충성도에 어떠한 영향도 끼치지 않았다. 셋째, 뷔페레스토랑의 고객만족은 충성도에 정(+)의 영향을 미쳤다.

• 아태비즈니스연구
• /
• 제8권2호
• /
• pp.75-94
• /
• 2017

This study aims to develop a conceptual framework linking antecedents and consequences of online platform experience in the context of hospitality businesses. In doing so, an introduction to online platform experience in the hospitality industry was made, and environmental stimuli, that is, enablers of online platform experience were identified: information, entertainment and relation. Additionally, the theoretical review attempted to explain how customers are likely to be engaged in, and to be loyal to, the hospitality organizations' provisions in the context of online platforms. When presenting the theoretical model, a Stimulus-Organism-Response paradigm was employed to propose the hypotheses predicting positive online platform experience, which seems to derive from internally provoked cognition and affection within individuals, leading to behavioral consequences. This model is expected to be applicable to the online context, where hospitality businesses tend to adopt the concept of gamification and to implement associated loyalty programs. Finally, theoretical and practical implications, along with potential avenues of future research, were discussed.

• 품질경영학회지
• /
• 제52권1호
• /
• pp.57-75
• /
• 2024

Purpose: The purpose of this study is to recognize the importance of a cooperative relationship in which parents of early childhood education institutions share responsibility and authority, and to suggest ways to establish efficient management strategies. Methods: The survey was conducted through online responses using Google surveys and SNS. The collected data was collected using SPSS 22.0 and Smart PLS 4.0 statistical programs. Results: Among the 13 hypotheses, only expertise in educational service quality was confirmed to have no effect on customer trust. The verification results of 11 mediation effects confirmed that customer satisfaction does not mediate the relationship between non-verbal communication and customer loyalty, and that customer trust does not mediate the relationship between expertise and verbal communication on customer loyalty. Conclusion: We presented basic data for establishing a marketing strategy that can improve the quality of services of infant and toddler education institutions and increase management performance.

• 품질경영학회지
• /
• 제52권2호
• /
• pp.303-322
• /
• 2024

Purpose: The purpose of this study is to examine the structural paths of relationship quality in the relationship between customer relationship management strategies perceived by parents of service users and customer loyalty, and to provide basic data for improving institutional operations to enhance service quality. Methods: The collected data were analyzed using the SPSS 22.0 and Smart PLS 4.0 statistical analysis programs to check and verify the data. Results: The results of the study showed that all of the relationships between customer relationship management strategies and the sub-dimensions of relationship quality, except for professionalism and customer orientation, have a positive impact on customer satisfaction. Additionally, the mediation effect of customer trust was rejected in the verification process. Finally, it was found that customer orientation and professionalism have a sequential mediating effect on the relationship between customer satisfaction and customer trust in the relationship between customer loyalty and customer relationship management strategies. Conclusion: Through the research results, it can be concluded that early childhood education institutions should consistently and continuously respond to ensure that service users, parents, have confidence in the services provided, which is an important strategic point.

• 한국콘텐츠학회논문지
• /
• 제17권8호
• /
• pp.338-350
• /
• 2017

강릉의 기존 해돋이 축제와 단오축제에서 벗어나 새롭게 시작하고 있는 커피축제가 2016년 부로 8회 차를 맞고 있다. 따라서 본 연구의 목적은 강릉지역의 커피축제를 대한민국 대표축제로 발전하기 위해 전통적인 예향의 도시에서 벗어나 젊고 밝은 이미지를 부각시킬 수 있는 시스템을 마련하기 위해 커피축제참가자의 서비스품질, 지각된 가치, 만족, 충성도의 영향관계를 구조방정식 모형을 통해 조사하였다. 본 연구는 2016 강릉커피축제행사에 온 623명의 관광객을 중심으로 설문조사를 통해 수행되었다. 본 연구의 결과를 요약하면 다음과 같다. 첫째, 서비스 품질요인은 축제프로그램과 이미지, 축제장소와 음식, 축제안내와 진행의 3개의 요인으로 구분되었다. 신뢰도 분석은 3개 요인 모두 0.8이상 높은 신뢰성을 나타났다. 둘째, 축제의 서비스품질은 지각된 가치, 만족도, 충성도에 일부항목을 제외하고는 전반적으로 유의한 영향을 미치는 것으로 나타났다. 셋째, 지각된 가치는 만족도와 충성도에 각각 영향을 미치는가에 대해 만족도에만 유의한 영향을 미치는 것으로 나타났다. 넷째, 축제의 만족도는 충성도에 유의한 영향을 미치는 것으로 나타났다. 이상의 연구결과로부터 시사점을 제시하면 강릉커피축제의 다양한 프로그램을 통한 커피문화거리를 조성하고, 커피도시로서의 가능성을 부각시킬 수 있는 킬러콘텐츠를 확보해야 한다. 또한 관광객으로 하여금 보고, 만지고, 느끼는 체험요소가 필요하다.