고객-브랜드 관계의 질과 사용자 지위가보상물 선호도에 미치는 영향: 호텔 식음료 보상 프로그램을 중심으로

• 발행기관: 한국외식경영학회
• 저자명: 고재윤(Jae Youn Ko) 이정은(Jung Eun Lee) 문철주(Cheol Ju Moon)
• 간행물 정보: 『외식경영연구』13권 1호, 107~128쪽, 전체 22쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2010.02.28

영문 초록

The loyalty program in the hotel F&B industry has become a key marketing tool to build customer loyalty and to increase customer assets. However, little research has examined the factor that determine how F&B reward program is evaluated by customers. Thus, the purpose of this study is to investigate the effects of three variables; rewards type (direct vs. indirect), user status (loyal customer vs. potential customer) and level of consumer-brand relationship quality (high vs. low). In order to test this research, a 2X2X2 between-subject experiment design was used. The finding of this study demonstrated 1) loyal customer who owns the membership of the program have a relative preference for an indirect reward over a direct reward compare to potential customer 2) consumers with high BRQ have a relative preference for a direct reward over an indirect reward compare to customer with low BRQ 3) high level of BRQ shift preference in favor of a direct reward over an indirect reward when consumers are rewarded as loyal customer. On the basis of the results, valuable insights were provided to help hotel F&B managers design effective and customer-oriented reward program.

키워드

Reward Program User Status Consumer-Brand Relationship Quality Type of Reward