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The Effect of Status, Truth of Messages, Involvement on Loyalty When Customer Experience Demotion in Retail Loyalty Program

소매점의 로열티 프로그램에서 고객의 등급하락 시 고객의 등급, 메시지의 진실성, 관여도가 충성도에 미치는 영향

  • Shin, Jong-Kuk (Dept. of Business Administration, Pusan National University) ;
  • Park, Min-Sook (Dept. of Distribution Management, Catholic University of Pusan)
  • 신종국 (부산대학교 경영학과) ;
  • 박민숙 (부산가톨릭대학교 유통경영학과)
  • Received : 2013.12.30
  • Accepted : 2014.03.20
  • Published : 2014.03.28

Abstract

It empirically studied the effects of customer status, truth of messages, and involvement on loyalty when customer experience demotion in loyalty program. A scenario based 2(customer demotion: highest status customer/middle status customer) ${\times}$ 2(truth of messages: high/low) ${\times}$ 2(involvement: high/low) between-subjects factorial design experiments are conducted for the hypotheses. According to the result of ANCOVA, highest status customer's loyalty and middle status customer's loyalty decrease when they experience demotion. But middle status customer's loyalty less decreases than the highest status customer. Loyalty of the group who feel high truth of message less decreases than those of other groups. And loyalty of the low-involvement group's loyalty less decreases than those of other groups. Moreover it test three way interactions among customer status, truth of messages, and involvement. The result indicates that loyalty of the group who feel high truth of message and low-involvement less decreases than those of other groups.

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