관광기업의 고객우대 프로그램은 과연 고객충성도를 높이는가?

• 영문명: Do loyalty programs really enhance customer loyalty in tourism enterprises: Evidence from a Korean Casino?
• 발행기관: 한국관광학회
• 저자명: 김태훈 박상곤
• 간행물 정보: 『관광학연구』제33권 제5호, 209~230쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2009.10.31

영문 초록

The paper investigates the effects of tourism enterprises' loyalty programs on customer loyalty. In particular, this study focused on the endogeneity problems of loyalty programs form the econometric perspective. A secondary data of customer satisfaction from a Korean casino was obtained. The data was analyzed using econometrics models such as ETS, EBT, ordered logit model. Results revealed that loyalty programs had no or negative one on the behavioral loyalty of customers. Furthermore, loyalty programs did not influence the long term attitudinal loyalty of the casino customers. The findings suggest that only very carefully designed loyalty programs are effective. An additional suggestion was that customer databases should be scientifically analyzed in order to design better loyalty program.

목차

Ⅰ. 서론

Ⅱ. 고객우대 프로그램과 그 효과에 대한 쟁점

Ⅲ. 실증분석

Ⅳ. 결론

참고문헌

키워드

고객우대 프로그램 내생성 행동적 충성도 태도적 충성도 Customer loyalty program,Endogeneity,Behavioral loyalty,Attitudinal loyalty