• 대한지역사회영양학회지
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• 제13권5호
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• pp.693-700
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• 2008

The purposes this study were to a) analyze the revisiting ratio of resting customers after issuing online coupons, b) compare the characteristics of coupon redemption customers with non-redemption customers. For this study, the customers of M restaurant who did not revisit during the last 8 months were classified as 'resting customers', totaling 4,052 customers. The online coupons, valid for 9 months, were sent via e-mail to those customers. After that, the data collected from those who redeemed the coupon in September 2006 was utilized. As a result of sending the coupon to 4,052 resting customers, 1,288 customers redeemed the coupon during the study period, showing relatively high redemption ratio (31.6%). The average check of customers with the online coupon was decreased by 22% compared with customers without the coupon, but the party size remained almost the same, 2.6 customers, and also the redemption ratio was increasing as the expiration date of the coupon was approaching. The redemption ratio of female (35.3%) was much higher than male (19.2%), representing higher redemption possibility of the female customers by issuing the coupon. The redemption ratio of the twenties (69.1%) was obviously higher than other age groups. Also, the non-redemption ratio of other groups except the twenties was higher than the redemption ratio. The redemption ratio of low-educated was higher, under college degree (58.6%), college degree (35.4%), and over college degree (16.6%). Following the result of the average visiting frequency of redemption customers during last the 8 months was 4.2, the frequency of non-redemption customers was 9.8. The total average visiting of non-redemption customer was 10.5, and that of redemption customers was 8.6. Customers who visited the restaurant less frequently in the past have higher possibility to revisit after receiving the coupon.

• 한국경영과학회지
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• 제38권1호
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• pp.183-199
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• 2013

This study investigates customers' different behavior in accumulating and redeeming points and focuses on the moderating effect of usage level. We measure the hedonic accumulation and redemption ratio and usage level using loyalty program transaction data and link them to the survey data of loyalty and satisfaction. By doing so, we examine the effects of hedonic accumulation and redemption ratio on a consumer's loyalty intention and his or her satisfaction and the moderating effect of usage level. The result shows that there is a significant positive effect of hedonic accumulation and redemption ratio on customer loyalty and the mediating role of satisfaction on customer loyalty in both stages. And accumulation and redemption most importantly, we find an interaction effect of usage level on outlet type in point redemption stage while no effect in accumulation stage. That is if customers accumulate and redeem points at a hedonic outlets in both stages, it will give him a feeling of satisfaction and finally it will enhance the loyalty toward the focal loyalty program. And light buyers' loyalty increase more than those of heavy buyers when they redeem points in hedonic outlet. Our findings will help marketing managers of loyalty program to apply the effective segmentation strategy to the reward program which affects the customer's satisfaction and loyalty.

• 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.

• Asia Marketing Journal
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• 제18권4호
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• pp.77-98
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• 2017

This research explores two key facets of behavior (reward point accrual and redemption) that consist of a loyalty program. It focuses on assessing the impact of accrual effort level on three types of redemption behavior: speed, unit size, and hedonic preference at the individual level by using large scale transaction data from a multi-vendor loyalty program providing flexible environment for point accrual and redemption. Findings from this research demonstrate that customers tend 1) to speed up point redemption, 2) to enlarge the size of redeemed points, and 3) to prefer utilitarian rewards as the level of effort at the accrual stage of reward point increases.

• 동아시아식생활학회지
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• 제16권4호
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• pp.481-487
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• 2006

Coupons that restaurants are competitively issuing have considerable effects on company profits, depending on the performance of redemption rate. The purpose of the study is to identify the coupon type that consumers most prefer, among coupon types the most frequently issued restaurants, and to investigate consumers' coupon redemption rate and revisit intention based on brand familiarity. In this study, freshmen and sophomores in the 2-year colleges and the universities located in Seoul and Kyoungi province were sampled by convenience sampling, and surveyed about 3 coupon types (free meal coupon, discount rate coupon, discount price coupon) with 150 copies of questionnaire for each type, totally 450 copies randomly distributed. As a result, relationship between coupon redemption intention and revisit intention based on brand familiarity was that, the higher brand familiarity was, the higher coupon redemption intention and revisit intention were, regardless of coupon types. This study lies in that it approached to discount method, one of the coupon types, by further subdividing into discount rate and discount price, and that redemption intention and revisit intention were studied by taking account of coupon familiarity.

• 부동산연구
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• 제28권1호
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• pp.65-77
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• 2018

이 연구는 금융시장 빅데이터인 개인신용정보와 주택시장 빅데이터인 주택실거래데이터를 연계하여 LTV 뿐만 아니라 CoLTV 지표를 추정하여 임대차주의 상환위험을 분석하였다. 분석결과, LTV로만 상환위험을 파악하는 경우, 전세임대차주보다 월세임대차주의 상환위험이 더 컸으나, CoLTV를 이용하면 전세임대차주의 상환위험이 더 크게 나타났다. 이를 통해서 주택담보대출이 있는 전세의 임대차주의 상환위험이 높아, 임차인의 보증금에 손실이 발생할 가능성이 있으며 이를 위해 CoLTV지표를 통한 위험관리, 전세금반환보증과 같은 보증제도를 활성화할 필요가 있음을 밝혔다. 또한 임대계약의 특성과 차주의 개인 특성에 따라 임대차주의 상환위험에 미치는 영향이 다르게 나타남에 따라 임대차주의 개별적 특성을 충분히 고려해야 위험을 관리해야 함을 밝혔다. 이 연구는 개념적으로 논의되던 CoLTV를 금융빅데이터인 개인신용정보와 주택빅데이터인 주택실거래 정보를 결합하여 산출하였으며, 이를 통하여 임대차주들의 계약 및 개인적 특성별로 상환위험을 분석하고 시사점을 제시했다는 점에서 의의가 있다.

• Asia pacific journal of information systems
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• 제33권3호
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• pp.812-830
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• 2023

We propose a mobile coupon strategy designed to increase the effect of push notifications on redemption. The proposed strategy recommends that firms deliver mobile coupons with distant expiration dates and remind them through push notifications framed negatively once these expiration dates become imminent, rather than frequently sending coupons with near expiration dates. We test the effectiveness of the proposed strategy using data collected through a randomized field experiment. The findings indicate that push notifications enhance coupon redemption rates for coupons that are held longer by customers than those that are recently received. Additionally, we found that sending negatively framed push notification messages to remind customers of imminent coupon expiration dates further resulted in higher coupon redemption rates. The findings can be employed to offer useful guidance on how to effectively design mobile coupons for achieving higher redemption rates.

• Asia Marketing Journal
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• 제15권4호
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• pp.51-60
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• 2014

Previous research on loyalty program has verified the factors that influence redemption behavior and the understanding of the mechanism of redemption behavior with academic and practical implications. However, these research has not proven boundary conditions in which the phenomena can be strengthened or weakened- that is, the moderating effect remains unclear. The inclusion of moderating variables can provide a more extensive understanding of the mechanism of this behavior from academic and managerial perspectives alike. Therefore, this current research proposes regulatory focus as a moderating variable, which has received scarce attention in the study of loyalty program behavior, especially individual characteristic variables that, in turn, affect the consumers' purchasing behavior in various ways. Previous research on consumer decision making investigates the differential role of regulatory focus as a series of stages. Regulatory focus theory posits that people depend on the two types of regulatory focus when pursuing goals: promotion focus vs. prevention focus. The former induces tendencies to recognize a goal as a hope and ideal, as something that satisfies the need for accomplishment, and to be sensitive to the presence of a positive outcome of the match and to match the pursuit of goals. On the other hand, the latter tends to regard a goal as the responsibility or obligation to achieve the goal, has a tendency to avoid failure to meet a target, and is sensitive to the presence of the negative consequences that do not reach the target. The following propositions are suggested: 1) The effect of higher accumulation effort level on delaying point redemption speed will be relatively more pronounced for customers with prevention focus. 2) The effect of higher accumulation effort level on large redemption unit size will be relatively more pronounced for customers with prevention focus. 3) The effect of higher accumulation effort level on hedonic redemption ratio will be relatively more pronounced for customers with promotion focus. Therefore, this research provides a moderating variable that has the potential to be used as a reference for market segmentation and affects the relationship between point accumulation effort and three sides of point redemption behavior. On this basis, the direction for the future research on this issue is recommended. Future research could verify these propositions conducting a survey of customers' propensity of regulatory focus in conjunction with the history of the loyalty program of data. This would provide a more realistic effect on the usage behavior of loyalty program consumers by providing useful implications for both marketing practitioners and researchers.

• 한국경영과학회지
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• 제36권4호
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• pp.17-27
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• 2011

The coupon issued by Korail (Korail's coupon) is characterized by the properties such as a discount rate, an issuing region, a selling region, and a practically discounted rate. The purpose of this study is to investigate their impacts on the redemption time using Log-Normal distribution, and to derive managerial implications for improving Korail's discount program. The result showed that the redemption time was shorter or longer depending a discount rate, an issuing region, a selling region, and a practically discounted rate.

• 서비스연구
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• 제8권1호
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• pp.103-122
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• 2018

본 연구의 목적은 금융마케팅 서비스에서 투자자들이 미흡하게 느끼는 ELS 상품이 실제로 획득할 수 있는 수익률이 얼마나 되는지를 분석하여 ELS에 대한 투자효과를 규명함으로써 ELS 투자방향을 제시하는데 있다. 연구방법은 스텝다운형 ELS를 대상으로 2001년 1월부터 2017년 8월까지 200개월 동안 만기 3년의 조기상환조건 달성확률, 만기상환조건 달성확률, 조기상환추정수익률, 만기상환추정수익률을 산출하였다. 분석결과는 조기상환조건 100% 달성확률은 74.5%이었으며, 조기상환조건 95%는 달성확률이 83.0%, 90%는 89.5%, 85%는 92.5%, 80%는 96.5%, 75%는 97.5% 이었다. 가장 낮은 75% 경우에 만기까지 보유할 확률은 2.5%인 것으로 분석되어 조기상환조건이 달성될 확률이 높았다. 만기도래했을 때 주가상승률이 만기상환조건 65% 이내에 있을 확률은 98.5%이었으며, 만기상환조건 60%, 58%, 57%, 55%, 50%, 45%는 달성확률이 100% 이었다. 만기상환조건 65%는 원금손실 리스크가 1.5%정도 있는 것으로 분석되어서 만기에 약정된 수익률을 달성할 확률이 높았다. ELS 투자의 유의방안으로는 만기상환조건의 비율이 낮은 상품을 선택하고, 조기상환조건 비율이 높은 상품을 선택해야 하며, 주가지수가 박스권 형성이 예상 될 때 투자하는 것이 유리하다.