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The Effects of Value of Reward Program on Loyalty Strengthening and Transference -Focusing on Reward Program of Performance Art/Exhibition-
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 Title & Authors
The Effects of Value of Reward Program on Loyalty Strengthening and Transference -Focusing on Reward Program of Performance Art/Exhibition-
Se, Hae Yeun; Kim, Hyang Mi;
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 Abstract
This study aims to investigate and measure the effectiveness between the value of the reward program and loyalty of the reward program as well as its influential transference effect of the loyalty of the entity (theater or exhibition) via investigating both its behavioral loyalty and attitudinal loyalty effectiveness. As a result, higher value of reward program increases the level of loyalty of the reward program. Key results were found that the behavioral loyalty positively influences the loyalty of the theatre/exhibition -the operator the loyalty program since the behavior loyalty requires participatory engagement, the reward program becoming a stimulator acting as a valuable component to drive consumer's revisit. However the attitudinal loyalty effectiveness was not as effectives as the behavioral loyalty since consumers tend to perceive a reward program as an informative beneficial tool rather than an emotionally engaging platform.
 Keywords
Performance Art/Exhibition;Reward Program;Customer Value;Loyalty Strengthening/Transference;
 Language
Korean
 Cited by
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