외식산업에서 고객 보상물 유형과 보상시기가 구전에 미치는 영향

• 영문명: The effect of Customer Reward Types and Reward Timing on Word-Of-Mouth in the Restaurant Industry
• 발행기관: 한국외식경영학회
• 저자명: 우상철(Woo Sang Cheol) 이형룡(Lee Hyung Ryong) 이원옥(Lee Won Ok)
• 간행물 정보: 『외식경영연구』11권 3호, 147~169쪽, 전체 23쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2008.09.30

영문 초록

The purpose of this research is to propose the most effective customer reward program in the restaurant industry with examining the interaction effects of three variables; type (monetary vs. non-monetary) and timing (immediate vs. accumulate) of rewards in two restaurant types (casual dinning restaurant vs. fast-food restaurant). In order to test this research framework, a 2 x 2 x 2 completely randomized, factorial design was used. The type of rewards, timing of reward and service organization are designed as between-subjects variables. The findings of this study are that monetary rewards would build higher word-of-mouth than non-monetary rewards and there is an interaction effect between reward type and reward timing on word-of -mouth. This paper provide valuable insights to help managers design their reward programs. It is vital for firms to offer customers the correct type of reward programs than to waste resources on an ineffective reward.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 설계

Ⅳ. 실증분석

Ⅴ. 결론 및 제언

참고문헌

키워드

customer reward program reward type reward timing word-of-mouth