The Journal of Society for e-Business Studies (한국전자거래학회지)

Society for e-Business Studies (한국전자거래학회)
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Success Factors for IT-based Coalition Loyalty Programs: The Case of OKCashbag

통합 로열티프로그램의 성공요인: 오케이캐쉬백 사례

  • Received : 2011.04.22
  • Accepted : 2011.05.14
  • Published : 2011.05.31
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Abstract

Loyalty programs are everywhere these days, and among them, coalition programs, where a hub company makes a network of participating companies and users can collect and use points in a large number of participating shops, are in increase. There is little research on the coalition loyalty program. Using the case of OKCashbag, the first and biggest coalition loyalty program in Korea, this study examines whether success factors of single operator program are relevant to coalition programs. This paper contributes first by turning attention to an unexplored area of coalition loyalty programs. By offering an opportunity to reflect on success factors of both single operator and coalition programs, it will help practitioners in loyalty programs to develop innovative loyalty programs using increasingly sophisticated data collection capabilities of IT.

오늘날 로열티프로그램은 매우 보편적으로 사용되고 있다. 그 중에서도 통합 로열티프로그램이 증가하고 있다. 통합 로열티프로그램은 하나의 허브(hub) 회사가 참여회사들의 네트워크를 만들어 사용자들이 수많은 참여회사에서 점수를 모으고 사용할 수 있게 하는 프로그램이다. 이 논문은 한국에서 최초로 만들어지고, 가장 큰 통합 프로그램인 오케이케쉬백의 성공요인을 조사한다. 이 연구는 프로그램 수의 증가, 사용자 수의 증가 및 소비자 행동에 미치는 영향력에도 불구하고 충분한 연구가 이루어지지 않은 통합 로열티프로그램에 대한 지속적인 연구 필요성을 제기하는 데 첫 번째 의의가 있다. 단일 로열티프로그램과 통합 로열티프로그램의 성공요인을 고찰함으로써, 본 연구는 점점 더 정교해지는 정보기술 및 데이터 수집/분석 기법을 통해 혁신적인 로열티프로그램을 개발하는 데 기여할 수 있다.

Keywords

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