• Title, Summary, Keyword: Loyalty

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A Study on the Effects of Inter-firm Coalition Loyalty Programs : Focusing on Customer Acquisition vs. Retention Effects (기업 간 통합 로열티 프로그램의 효과에 관한 연구 : 고객 획득 VS. 유지 상황에서의 차등적 효과를 중심으로)

  • Lee, Jin-Won;Song, Tae-Ho;Kim, Ji-Yoon
    • Journal of the Korean Operations Research and Management Science Society
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    • v.37 no.2
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    • pp.89-111
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    • 2012
  • Coalition loyalty programs, loyalty cash-back programs that enable their members to accrue and redeem points at a wide-range of affiliated outlets, are emerging. In a coalition loyalty program, unlike in a single-brand loyalty program, points accrued from one outlet can be redeemed in other outlets which even may be of other brands than the very one where the points were from. However, in spite of such systematic characteristic of coalition loyalty programs, there is only little research on the effect of the program. The present study is aimed at examining the difference between the effects of a coalition and a single-brand loyalty program in terms of acquisition and retention of customers and tries to provide strategic implications for a firm to run a loyalty program. We classify purchase conditions into two types-acquisition vs. retention. Then we compare the effects of a coalition and a single-brand loyalty program on the purchase intention, under both the acquisition and the retention conditions. The result shows that the effect of the coalition loyalty program is stronger than that of the single-brand loyalty program under the acquisition condition. On the other hands, the single-brand loyalty program is more effective than the coalition loyalty program under the retention condition, at least for the minor brand.

The Effect of Clothing Involvement and Loyalty Orientation on the Information Search Behavior (의복관여도와 충성성향이 정보탐색 활동에 미치는 영향)

  • Lim, Kyung-Bock
    • Journal of the Korean Society of Clothing and Textiles
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    • v.31 no.9_10
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    • pp.1396-1407
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    • 2007
  • The purpose of this study was to identify the effect of clothing involvement, store and brand loyalty orientation on the information search behavior. The study subjects comprised 298 females living in Seoul and Kyung-gi area. The data were analyzed with factor analysis, regression, cluster analysis, ANOVA and correlation analysis. Clothing involvement and information search behavior consisted of various factors. Clothing involvement, store and brand loyalty influenced information search behavior. Fashion and clothing involvement was the most important factor which influenced all loyalty and information search behavior(i.e. brand and store loyalty, personal and nonpersonal information search behavior). According to store and brand loyalty factors, female consumers classified into three groups : low loyalty, brand loyalty and store loyalty group. Three groups showed different clothing involvement, information search, clothing purchasing behavior and demographic variables. Therefore, loyalty orientation is the important factor which can describe the consumer behavior more effectively.

The Effect of Reward Channel and Reward Time of Customer Loyalty Programs for On-offline Channels -Focusing on Department Stores and Online Shopping Stores- (온-오프라인 채널에서 운영하는 고객보상프로그램의 보상채널과 보상시점에 따른 효과 분석 -백화점과 온라인 종합몰을 중심으로-)

  • Park, Minjung
    • Journal of the Korean Society of Clothing and Textiles
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    • v.37 no.4
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    • pp.467-481
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    • 2013
  • The study examined the main effect of the reward channel and reward time of customer loyalty programs for on-offline shopping channels; in addition, it investigated the interaction effect of the reward channels and merchandise as well as the interaction effect of the reward time and merchandise. An online apparel shopping web experiment was conducted with a 2 (reward channel: online channel reward vs. offline channel reward) ${\times}2$ (reward time: immediate vs. delayed) ${\times}2$ (merchandise: online channel product vs. offline channel products) between-subject factorial design. An online shopping channel was considered the core-shopping channel and a department store was considered the cross-shopping channel. Loyalty program value, core-channel loyalty and cross-channel loyalty were measured as dependent variables. A total of 845 shoppers (who had experiences in shopping in both channels) participated in the experiment. The results of the study revealed (1) the main effect of the reward channel on loyalty program value, core-channel loyalty and cross-channel loyalty [online>offline channel rewards], (2) the main effect of reward time on loyalty program value, core-channel loyalty and cross-channel loyalty [immediate>delayed reward], and (3) the interaction effect of the reward channel and merchandise on loyalty program value, core-channel loyalty, and cross-channel loyalty. (4) Finally the study found that loyalty program value affected cross-channel loyalty indirectly through core-channel loyalty. This study suggested diverse theoretical and managerial implications for multi-channel retailers.

Composite Loyalty Orientation of Store and Brand Choice of Department Store Fashion Consumers (백화점 의류구매자의 점포와 상표에 대한 복합적 충성성향)

  • Moon, Hee-Kang;Rhee, Eun-Young
    • Journal of the Korean Society of Clothing and Textiles
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    • v.30 no.8
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    • pp.1263-1274
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    • 2006
  • Consumers' store loyalty and brand loyalty are closely related in apparel product purchase decision making process. The purpose of this study was to identify consumers' composite loyalty orientation considering both store loyalty and brand loyalty. As for the method of the research, in-depth face-to-face interviews were carried out. 20 interviewees were asked to describe apparel product purchase decision making process related to store choice and brand choice. Store loyalty and brand loyalty were combined to identify composite loyalty orientation. In this process, 6 types of loyalty orientation were identified; single-store type loyal/convenient brand loyal, single-store type loyal/low brand involved, multi-store type loyal/affected brand loyal, multi-store type loyal/economic multi-brand loyal, multi-store type loyal/value-seeking multi-brand loyal, multi-store type loyal/brand non loyal. The characteristics of each loyalty orientation were compared.

The Effects of College Students' Perceived Value of and Satisfaction with Loyalty Programs on Customer Loyalty in Fashion Firms (패션업체 로열티 프로그램에 대한 대학생의 지각된 가치와 만족이 충성도에 미치는 영향)

  • Ju, Seong-Rae;Chung, Myung-Sun
    • The Research Journal of the Costume Culture
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    • v.20 no.3
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    • pp.378-391
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    • 2012
  • Loyalty programs are used by many fashion firms as marketing tools for reducing customer switching and increasing customer loyalty in keen market competition conditions. The purpose of this study is to explore and propose an effective implementation of a loyalty program for a targeted fashion firm's customers by grasping their perceived value of and satisfaction with the loyalty program. Questionnaires were administered to 329 college students in Gwangju. For data analysis, factor analysis, Chronbach's ${\alpha}$, correlation analysis, and a Structural Equation Model using the LISREL 8.30 program were applied. The results were as follows. First, the degree of perceived value of the loyalty program was classified according to cash value, convenience of use, aspirational value, and suitability of use. The aspirational value and cash value significantly affected the students' satisfaction with the loyalty program, but the convenience of use and suitability of use were not significant. Second, higher satisfaction with the loyalty program was related to higher overall customer satisfaction but did not affect customer trust and loyalty. Finally, higher overall satisfaction was related to customer trust but did not affect customer loyalty, and higher trust affected customer loyalty.

A Study of Dimensions and Related Variables on Clothing Brand Loyalty (의복 상표충성도의 차원과 관련변인에 관한 연구 -속옷을 중심으로-)

  • 정미실
    • Journal of the Korean Society of Clothing and Textiles
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    • v.21 no.1
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    • pp.237-247
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    • 1997
  • The purpose of this study was 1) to explain integrated clothing brand loyalty by investigating the dimensions, 2) to investigate relationships between brand loyalty and clothing importance, aesthetic aspects of clothing, modesty, status symbol of clothing and authoritarian personality, 3) to identify the effects of demographic variables on clothing brand loyalty. The subjects were 104 female living in Kyong-Ju, Korea. The data were collected using self -administered questionnaires and analyzed by factor analysis, frequency, correlation, step- wise multiple regression and ANOVA. The results showed that 1) four dimensions of clothing brand loyalty were identified through the factor analysis: continued brand loyalty, habitual brand loyalty, symbolic brand loyalty and committed brand loyalty, 2) the status symbol of clothing, aesthetic aspects of clothing, and authoritarian personality were positively related to brand loyalty. Among these, the status symbol of clothing was the most significant variable, 3) brand loyalty was not varied by demographic variables.

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An Exploratory Investigation Of Player Loyalty To Online Games (온라인게임 충성도에 미치는 영향요인에 관한 연구)

  • 조남재;백승익;류경문
    • Journal of the Korean Operations Research and Management Science Society
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    • v.26 no.2
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    • pp.85-97
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    • 2001
  • Online games have become the focus of entertainment and multimedia industries as the developments in computer technologies are accelerated and the use of the Internet diffuses broadly. In spite of such growth of online games, academic discussions regarding online games are relatively limited. This research examines several factors that affect player loyalty to online games. In this research, the loyalty is classified into two categories, the behavioral loyalty measured by the intensity, volume, and frequency of use, and the cognitive loyalty measured by the degree of immersion in online games. In this research, an integrated model to explain and predict player loyalty to online games in proposed. Two studies are conducted to test to research model. Throughout analyzing 334 respondents, the first study finds that the impulsive personality of individual players significantly affects both behavioral loyalty and cognitive loyalty. Additionally, it finds that, whereas the behavioral loyalty is influenced by the convenience of online game playing, the cognitive loyalty is influenced by the motive of game playing and the playfulness of games. The second study finds that the behavioral loyalty differs across demographic differences of players (age and occupation), preferred online games of players, and online game playing locations, but the cognitive loyalty differs across only age differences of players. This research has opened a forum for social awareness about the online game culture, provided information to guide online game producers to prepare customer-oriented online games, and created a foundation for academic research on online game industry.

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The Relationship among Perceived Benefits of Hotel F&B Loyalty Program, Relationship Quality and Loyalty (호텔 식음료 로열티 프로그램의 혜택, 관계의 질 및 애호도간의 관계에 관한 연구)

  • Ha, Dong-Hyun;Kim, Seong-Min
    • Journal of the Korean Society of Food Culture
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    • v.22 no.2
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    • pp.283-288
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    • 2007
  • The purpose of this study was to investigate how users' perceived benefits of hotel F&B loyalty program affected their relationship quality(trust and satisfaction) and loyalty on hotel products and services(hotel food & beverage products/services) and how their relationship quality(trust and satisfaction) influenced their loyalty. The model was tested in the settings of five-star hotels using a sample of current members of food & beverage membership program. Empirical results confirmed that not only perceived benefits of hotel F&B loyalty program affects users' perceived relationship quality(trust and satisfaction) and loyalty on hotel products and services(hotel food & beverage products/services) but that their perceived relationship quality influences loyalty on hotel products and services(hotel food & beverage products/services). According to the results, complimentary dining coupon and food discount strongly affected relationship quality(trust and satisfaction) and loyalty on hotel products and services(hotel food & beverage products/services). Strategically, it is recommended to appeal those benefits to current and potential members to maximize the loyalty. Also, it should be considered as major factors to re-package hotel F&B loyalty program.

The Effect of Airline Service Quality on Value, Commitment and Loyalty

  • Kang, Kyungwan;Chung, Kihan;Shin, Jaeik
    • Journal of the Korean Data Analysis Society
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    • v.20 no.5
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    • pp.2249-2261
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    • 2018
  • This study examines the relationships between service quality, value, commitment, and loyalty in airline industry. Based on the analysis of data collected from 236 airline passengers, the study found the following results: first, airline service quality positively influences on value and loyalty. Second, value has direct effects on loyalty and commitment. Third, value is a mediator of the relationship between airline service quality and commitment. Fourth, commitment has a direct effect on loyalty and is a mediator of the relationship between value and loyalty. This study highlights the role of value and commitment in the relationship of service quality and loyalty. Above all, it is necessary to improve service quality priority to any others in order to foster loyalty in airline industry. As value and commitment are predictor of loyalty, it needs to create enduring relationship between airlines and passengers through emotional bonds.

Store Attributes as Determinants of Store Loyalty - Moderating Effect of Rural versus Urban Apparel Shoppers -

  • Lee, Jung-Eun;Cho, Jung-Rim;Stoel, Leslie
    • The Research Journal of the Costume Culture
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    • v.20 no.1
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    • pp.99-110
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    • 2012
  • The purpose of this study was to explore differences in determinants of loyalty, including years of loyalty and use of word-of-Mouth (WOM), across rural and urban apparel shoppers. The secondary data used for this study was collected by BIG research in their Consumer Intentions and Actions Study. Hierarchical multiple regression analysis was conducted, and the results showed that four store attributes (fashionability, promotion, shopping environment, and retail basics) were positively related to store loyalty. Findings of the study also revealed that the effect of fashionability and retail basics on store loyalty differed significantly across rural and urban consumers while promotion and shopping environment were not different predictors of store loyalty between rural and urban apparel shoppers. Specifically, store attributes of fashionability were stronger antecedents of loyalty for women's clothing shoppers in urban areas than rural shoppers. The retail basics had a greater influence on store loyalty among women's apparel customers in rural areas than customers in urban areas.