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The Effects of Value of Reward Program on Loyalty Strengthening and Transference -Focusing on Reward Program of Performance Art/Exhibition-

보상프로그램의 가치가 충성도 강화 및 전이에 미치는 영향 -공연예술/전시장의 고객보상프로그램을 중심으로-

  • Received : 2016.03.09
  • Accepted : 2016.05.30
  • Published : 2016.07.28

Abstract

This study aims to investigate and measure the effectiveness between the value of the reward program and loyalty of the reward program as well as its influential transference effect of the loyalty of the entity (theater or exhibition) via investigating both its behavioral loyalty and attitudinal loyalty effectiveness. As a result, higher value of reward program increases the level of loyalty of the reward program. Key results were found that the behavioral loyalty positively influences the loyalty of the theatre/exhibition -the operator the loyalty program since the behavior loyalty requires participatory engagement, the reward program becoming a stimulator acting as a valuable component to drive consumer's revisit. However the attitudinal loyalty effectiveness was not as effectives as the behavioral loyalty since consumers tend to perceive a reward program as an informative beneficial tool rather than an emotionally engaging platform.

본 연구는 보상프로그램에 대한 가치가 보상프로그램에 대한 충성도에 미치는 영향과, 보상프로그램에 대한 충성도가 이를 운영하는 공연예술/전시장에 대한 충성도에 영향을 미치는지에 대한 충성도 전이 효과와 이들 충성도를 태도적 충성도와 행동적 충성도로 구분하여 충성도의 강화효과를 살펴보았다. 그 결과 보상프로그램에 대한 가치는 보상프로그램에 대한 충성도로 전이되는 것을 확인할 수 있었으며, 보상프로그램 내, 공연예술/전시장 내 태도적 충성도가 행동적 충성도에 영향을 미치는 충성도 강화 효과를 밝혔다. 또한 충성도 전이에 있어서 보상프로그램에 대한 행동적 충성도가 공연예술/전시장의 행동적 충성도에 긍정적인 영향을 미치는 반면, 태도적 충성도는 영향을 미치지 않는 것으로 나타나 충성도 전이효과는 부분적으로 살펴볼 수 있었다.

Keywords

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