Managing Customer's Usage Behavior in a Multi-vendor Loyalty Program

• 발행기관: 한국유통과학회
• 저자명: Kay-Ryung Koo Won-Seok Woo
• 간행물 정보: 『유통과학연구(JDS)』제13권 제5호, 5~14쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2015.05.30

영문 초록

Purpose – Loyalty programs enable retailers to maintain longer and better customer relationships. In successful services, customers actively use and value these programs. As the proximity to the goal (goal gradient) might signal active participation, this study empirically examines customer’s goal gradient behavior in a multi-vendor loyalty program. We also consider the effect of customer's accrual diversity on goal gradients, which is a differentiating feature in a multi-vendor loyalty program, and is further examined. Research Design, Data, and Methodology – The data consists of6,646 OK Cashbag members’ individual transaction records from 2006 to 2009. The goal gradient hypothesis was tested as an increase in both the speed and the amount of accumulated award points. Result – The findings suggest that the goal gradient is also observed in a multi-vendor loyalty program, occurring more strongly among members with high accrual diversity. Conclusions – The results indicate that customers with high accrual diversity attend strongly to goal gradients in multi-vendor loyalty programs; hence, it is important for such program managers to better inform members about affiliated partners.

목차

1. Introduction

2. What is a multi-vendor loyalty program?

3. Theoretical background and hypothesis development

4. Empirical analysis

5. General discussion

References

키워드

Multi-Vendor Loyalty Program Goal Gradient Behavior Accrual Diversity Korean Market Marketing Strategy