명품 구매과정에서 고객만족과 추천의향에 영향을 미치는 보상 및 로열티 프로그램의 분석 - 고급 수입차 매장을 중심으로 -

• 영문명: Analysis of Reward and Royalty Programs Affecting Customer Satisfaction and Recommendations in the Purchase Process in Luxury Goods
• 발행기관: 한국산업경영시스템학회
• 저자명: 최수영(Soo Young Choi) 박근영(Keun Young Park) 한현수(Hyun-Soo Han)
• 간행물 정보: 『산업경영시스템학회지』제41권 제4호, 146~159쪽, 전체 14쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2018.12.30

영문 초록

This study analyzed what premium features significantly affect customer satisfaction and their recommendation, and what factors significantly affect product attributes. In the process, first, the loyalty program and the customer compensation program were studied to determine the impact of the customer satisfaction and recommendation. The study analyzed that quality and design of product properties had significant effects on all factors, but the brand was not significantly affected. Second, while superiority, differentiation and scarcity of luxury items are significant to customer satisfaction but superiority is only significant in relation to recommendation intention. Third, the preceding study shows that the customer compensation program has a significant impact on sales growth, but the study found that it was not for imported luxury car customers. Fourth, if the royalties program is low in awareness, it has been analyzed that the scarcity and customer satisfaction relationships among luxury goods have been adjusted. On the contrary, if there is a high level of awareness, it is analyzed that there is a control effect customer satisfaction and differentiation among luxury brands. In the conclusion, in order to satisfy customers at the import luxury car market, the differentiation of luxury goods by standard index must be strengthened and the brand must be strengthened among the attributes of the product. In addition, by raising awareness of the royalties program, the relationship between differentiation and customer satisfaction can be enhanced.

목차

1. 서 론

2. 이론적 배경

3. 연구모형 및 가설설정

4. 자료 수집 및 분석도구

5. 실증 분석

6. 연구의 결과 및 시사점

키워드

Customer Compensation Program Loyalty Program Customer Satisfaction Customer Recommendation