Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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A Study on Loyalty Program for Building Customer Loyalty of Fashion Firm

패션업체 고객 충성도 구축을 위한 로열티 프로그램

  • Ju, Seong-Rae (Dept. of Costume Design, Dongshin University/Human Ecology Research Institute, Chonnam National University) ;
  • Yoo, Myung-Iee (dept. of Costume Design, Dongshin University)
  • 주성래 (동신대학교 의상디자인학과/전남대학교 생활과학연구소) ;
  • 유명의 (동신대학교 의상디자인학과)
  • Published : 2009.02.28
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Abstract

The purposes of this study were to provide the apparel companies with a effective marketing strategy by identifying the present condition of loyalty programs and designing the type of reward and the timing of reward, and to investigate the effects of loyalty programs on customers' satisfaction and loyalty. The experimental study was conducted to examine the relationship between loyalty programs and performances. The experiment, which adopted a scenario methodology, was a 2(type of rewards)${\times}$2(timing of rewards) between subjects factorial design. The sample was based on 362 college students. The data analysis was completed on the basis of SPSS 12.0 package, using descriptive analysis, frequency, factor analysis, Cronbach's a, ANOVA, and regression analysis. The following results were found in this research. First the respondent's recognition of reward(benefit, reserve fund, experience) was not relatively high. Second, the interaction effect of type of rewards and timing of rewards on the loyalty programs' satisfaction(p<.01) and customer loyalty(p<.001) was significant, but that on customer satisfaction was not significant. Finally, loyalty programs' satisfaction positively affected customer satisfaction and loyalty. The implications of the research and directions for future researchers were discussed.

Keywords

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Cited by

  1. The Effect of Reward Channel and Reward Time of Customer Loyalty Programs for On-offline Channels -Focusing on Department Stores and Online Shopping Stores- vol.37, pp.4, 2013, https://doi.org/10.5850/JKSCT.2013.37.4.467
  2. The Effects of College Students' Perceived Value of and Satisfaction with Loyalty Programs on Customer Loyalty in Fashion Firms vol.20, pp.3, 2012, https://doi.org/10.7741/rjcc.2012.20.3.378