본문 바로가기
KERD
논문KCI 등재

Current Trends and Future Research Implications and Directions of Customer Loyalty Programs

한상린|이성훈|Lee, Bang Hyung
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2012.11|상품학연구 (Journal of Product Research)|제30권 제6호|pp. 11-22|DOI 10.36345/kacst.2012.30.6.002

2

조회

0

다운로드

0

인용

0

참고문헌

키워드

customer loyaltyeffectiveness of customer loyalty programfuture research of loyalty program
주제분류경영학

초록

Customer loyalty programs have influenced a huge impact on firms' customer relationship management strategies. Therefore, it is important for marketing managers to understand how loyalty programs increase customer loyalty and affect firms' profitability. In contrast to the importance of loyalty programs to firms and consumers, there is a lack of understanding and academic research on the effectiveness of loyalty programs. In addition, the research results about the effectiveness and profitability of the programs have suggested conflicting outcomes. To contribute to the resolution of these issues, this paper examines the concepts and related implications of loyalty programs, reviews and analyzes the previous studies to find areas related to future research, and proposes future research implications and directions for loyalty programs. Proposed future research directions are categorized in two main areas: achieving the reliability and validity of the research and expanding the research areas of loyalty programs.

Abstract

Customer loyalty programs have influenced a huge impact on firms' customer relationship management strategies. Therefore, it is important for marketing managers to understand how loyalty programs increase customer loyalty and affect firms' profitability. In contrast to the importance of loyalty programs to firms and consumers, there is a lack of understanding and academic research on the effectiveness of loyalty programs. In addition, the research results about the effectiveness and profitability of the programs have suggested conflicting outcomes. To contribute to the resolution of these issues, this paper examines the concepts and related implications of loyalty programs, reviews and analyzes the previous studies to find areas related to future research, and proposes future research implications and directions for loyalty programs. Proposed future research directions are categorized in two main areas: achieving the reliability and validity of the research and expanding the research areas of loyalty programs.

참고문헌 (57)

  1. Barnes, J. G, "Close to the Customer: But Is It Really a Relationship?", Journal of Marketing Management, 10(7), pp.561~570 (1994)
  2. Bennett, Rebekah, "Experience as a Moderator of Involvement and Satisfaction on Brand Loyalty in a Business-to-Business Setting", Industrial Marketing Management, 34(1), pp.97~107 (2005)
  3. Berman, Barry, "Developing an Effective Customer Loyalty Program", California Management Review, 49, pp.123~148 (2006)
  4. Bolton, Ruth N., "Implications of Loyalty Program Membership and Service Experiences for Customer Retention and Value", Journal of the Academy of Marketing Science, 28, pp.95~108 (2000)
  5. Calder, Bobby J., "The Concept of External Validity", Journal Consumer Research, 9(12), pp.240~244 (1982)
  6. Campbell, Donald T, "Convergent and Discriminant Validation by the Multitrait-Multimethod Matrix", Psychological Bulletin, 56(2), pp.81~105 (1959)
  7. Cook, T. C, "Quasi-experimentation: Design and Analysis Issues for Field Settings" (1979), Rand McNally
  8. Daams, Peter, "The Impact of Loyalty Programmes in a B-to-B Context: Results of an Experimental Design", Journal of Targeting, Measurement and Analysis for Marketing, 16(9), pp.274~284 (2008)
  9. DeWulf, Kristof, "Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration", Journal of Marketing, 65(10), pp.33~50 (2001)
  10. Dowling, Grahame R, "Customer Relationship Management: In B2C Markets, Often Less Is More", California Management Review, 44, pp.87~104 (2002)
  11. Dowling, Grahame R, "Do Customer Loyalty Programs Really Work?", Sloan Management Review, 38(4), pp.71~82 (1997)
  12. Dreze, Xavier, "Using Combined-Currency Prices to Lower Consumers' Perceived Cost", Journal of Marketing Research, 41(2), pp.59~72 (2004)
  13. Dreze, Xavier, "Feeling Superior: The Impact of Loyalty Program Structure on Consumers' Perceptions of Status", Journal of Consumer Research, 35(4), pp.890~905 (2009)
  14. Dreze, Xavier, "Recurring Goals and Learning: The Impact of Successful Reward Attainment on Purchase Behavior", Journal of Marketing Research, 48(4), pp.268~281 (2011)
  15. Ferguson, Rick, "The Big Sort: The 2009 Colloquy Loyalty Marketing Census", COLLOQUYtalk, 1~20 (2009)
  16. Gounaris, S. P, "Trust and Commitment Influences on Customer Retention: Insights from Business-to-Business Services", Journal of Business Research, 58(2), pp.126~140 (2005)
  17. 김동훈, "Do VIP Programs Always Work Well? The Moderating Role of Loyalty", Psychology & Marketing, 26(7), pp.590~609, JOHN WILEY SONS INC
  18. Kim, Byung-Do, "Reward Programs and Tacit Collusion", Marketing Science, 20, pp.99~120 (2001)
  19. Kivetz, Ran, "Promotion Reactance: The Role of Effort-Reward Congruity", Journal of Consumer Research, 31(4), pp.725~736 (2005)
  20. Kivetz, Ran, "Earning the Right to Indulge: Effort as a Determinant of Customer Preferences Toward Frequency Program Rewards", Journal of Marketing Research, 39(5), pp.155~170 (2002)
  21. Kivetz, Ran, "The Idiosyncratic Fit Heuristic: Effort Advantage as a determinant of Consumer Response to Loyalty Programs", Journal of Marketing Research, 40(11), pp.454~467 (2003)
  22. Kivetz, Ran, "The Goal-Gradient Hypothesis Resurrected: Purchase Acceleration, Illusionary Goal Progress, and Customer Retention", Journal of Marketing Research, 43(2), pp.39~58 (2006)
  23. Kopalle, Praveen K, "The Economic Viability of Frequent Reward Programs in a Strategic Competitive Environment", Review of Marketing Science, 1, pp.1~39 (2003)
  24. Lal, Rajiv, "The Impact of Frequent Shopper Programs in Grocery Retailing", Quantitative Marketing and Economics, 1(2), pp.179~202 (2003)
  25. Leenheer, Jorna, "Which Retailers Adopt a Loyalty Program? An Empirical Study", Journal of Retailing and Consumer Services, 15(6), pp.429~442 (2008)
  26. Leenheer, Jorna, "Do Loyalty Programs Really Enhance Behavioral Loyalty? An Empirical Analysis Accounting for Self-Selecting Members", International Journal of Research in Marketing, 24(1), pp.31~47 (2007)
  27. Lemon, Katherine N, "Dynamic Customer Relationship Management: Incorporating Future Considerations into the Service Retention Decision", Journal of Marketing, 66(1), pp.1~14 (2002)
  28. Lewis, Michael, "The Influence of Loyalty Programs and Short-Term Promotions on Customer Retention", Journal of Marketing Research, 41(8), pp.281~292 (2004)
  29. Liu, Yuping, "The Long-Term Impact of Loyalty Programs on Consumer Purchase Behavior and Loyalty", Journal of Marketing, 71(10), pp.19~35 (2007)
  30. Liu, Yuping, "Competing Loyalty Programs: Impact of Market Saturation, Market Share, and Category Expandability", Journal of Marketing, 73(1), pp.93~108 (2009)
  31. Magi, Anne W, "Share of Wallet in Retailing: The Effects of Customer Satisfaction, Loyalty Cards and Shopper Characteristics", Journal of Retailing, 79(2), pp.97~106 (2003)
  32. Meyer-Waarden, Lars, "The Effects of Loyalty Programs on Customer Lifetime Duration and Share of Wallet", Journal of Retailing, 83(2), pp.223~236 (2007)
  33. Meyer-Waarden, Lars, "The Impact of Loyalty Programs on Repeat Purchase Behavior,"", Journal of Marketing Management, 22(2), pp.61~88 (2006)
  34. Moore, Gretchen, "Multi-Brand Loyalty Cards: A Good Idea", Journal of Marketing Management, 21, pp.625~640 (2005)
  35. Nako, Steven M, "Frequent Flyer Programs and Business Travelers: An Empirical Investigation", Logistics and Transportation Review, 28(4), pp.395~414 (1992)
  36. Nunes, Joseph C, "The Endowed Progress Effect: How Artificial Advancement Increases Effort", Journal of Consumer Research, 32(4), pp.504~512 (2006)
  37. Nunes, Joseph C, "Your Loyalty Program Is Betraying You", Harvard Business Review, 84(4), pp.124~131 (2006)
  38. O'Brien, Louise, "Do Rewards Really Create Loyalty?", Harvard Business Review, 73(3), pp.75~82 (1995)
  39. Oliver, Richard L, "Whence Consumer Loyalty?", Journal of Marketing, 63, pp.33~44 (1999)
  40. Rauyruen, P, "Relationship Quality as a Predictor of B-to-B Customer Loyalty", Journal of Business Research, 60, pp.21~31 (2007)
  41. Reinartz, W., "Balancing Acquisition and Retention Resources to Maximize Customer Profitability", Journal of Marketing, 69(1), pp.63~79 (2005)
  42. Roehm, Michelle, "Designing Loyalty-Building Programs for Packaged Goods Brands", Journal of Marketing Research, 39(5), pp.202~213 (2002)
  43. Sharp, Byron, "Loyalty Programs and Their Impact on Repeat-purchase Loyalty Patterns", International Journal of Research in Marketing, 14(5), pp.473~486 (1997)
  44. Shugan, Steven M, "Brand Loyalty Programs: Are They Shams?", Marketing Science, 24(2), pp.185~193 (2005)
  45. Singh, Jaywant, "Measuring Customer Loyalty to Product Variants", International Journal of Market Research, 50(4), pp.513~532 (2008)
  46. Singh, Siddharth S., "Customer Loyalty Programs: Are They Profitable?", Management Science, 54(6), pp.1205~1211 (2008)
  47. Stauss, B., "Customer Frustration in Loyalty Programs", International Journal of Service Industry Management, 16(3), pp.229~252 (2005)
  48. Taylor, Gail Ayala, "The Current and Future Sales Impact of a Retail Frequency Reward Program", Journal of Retailing, 81(4), pp.293~305 (2005)
  49. Uncles, M. D., "Customer Loyalty and Customer Loyalty Programs", Journal of Consumer Marketing, 20(4), pp.294~316 (2003)
  50. Van Heerde, "Decomposing the Promotional Revenue Bump for Loyalty Program Members Versus Nonmembers", Journal of Marketing Research, 42(11), pp.443~457 (2005)
  51. Van Osselaer, "Irrelevant Information and Mediated Temporal Choice", Journal of Consumer Psychology, 14(3), pp.257~270 (2004)
  52. Verhoef, Peter C, "Understanding the Effect of Customer Relationship Management Efforts on Customer Retention and Customer Share Development", Journal of Marketing, 67(10), pp.30~45 (2003)
  53. Wagner, Tillmann, "Does Customer Demotion Jeopardize Loyalty?", Journal of Marketing, 73(5), pp.69~85 (2009)
  54. Wright, M., "Market Statistics for the Dirichlet model: Using the Juster Scale to Replace Panel Data", International Journal of Research in Marketing, 19(1), pp.81~90 (2002)
  55. Yi, Youjae, "Effects of Loyalty Programs on Value Perception, Program Loyalty, and Brand Loyalty", Journal of the Academy of Marketing Science, 31(3), pp.229~240 (2003)
  56. Zhang, Z. John, "The Optimal Choice of Promotional Vehicles: Front-Loaded or Rear-Loaded Incentives?", Management Science, 46(3), pp.348~362 (2000)
  57. "SK Marketing & Company homepage"[URL]

관련 논문AI추천

Consumer evaluation of customer loyalty programs: the role of customization in customer loyalty program involvement하세진, Erica Winters한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2012 · 제22권 제4호Impacts of Reward Accrual Effort on Redemption Behavior in a Multi-Vendor Loyalty Program김상용, 김지윤, 이장혁한국마케팅학회 · 아시아마케팅저널2017 · 제18권 제4호The Synergy Effect of a Corporate-Level Loyalty Program Integration on Customer Equity유시진, Dae-Yun Park한국마케팅학회 · 아시아마케팅저널2019 · 제20권 제4호Managing Customer's Usage Behavior in a Multi-vendor Loyalty Program구교령, 우원석한국유통과학회 · 유통과학연구2015 · 제13권 제5호How desirable is the medium? Effect of point accumulation scheme on consumer lo scheme on consumer loyalty toward reward program박유진한국마케팅학회 · 아시아마케팅저널2023 · 제24권 제4호고객 보상프로그램의 효과성에 관한연구 : 신규 고객유치를 위한 전략적 프레임？김경식, 이석규한국마케팅학회 · 아시아마케팅저널2005 · 제7권 제2호

이 간행물의 다른 논문 (7건)

Will She Like this Product as Much as I Like? The Role of Positive Affect in Predicting Others' Product Preferences김학균, Walsh, Darlenepp. 1-9The Effects of Publicly Disclosing the Corporate Sustainability Management Practices on its Stakeholders' Satisfaction and Trustworthiness to the Corporations김종대, 이중규, 김연복pp. 23-41A Success Story of Korean e-Government Systems Exported To Vietnam이석규, Lee, Kyung hwan, Lee, Senapp. 43-52A Comparative Study of the Relationship among Technology Readiness, Perceived Usefulness, Perceived Ease of Use, and Customer Loyalty with the Type of Smartphone Use곽수환, 조연성pp. 53-69'Of Good Quality but Expensive’: Hanryu and Indonesians’Perception of Korean Products김형준pp. 71-78
원문 보기