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The Effects of Mileage Expiration Message on Customer's Loyalty
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적립금 소멸 안내 메시지가 고객애호도에 미치는 영향

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Type
Academic journal
Author
Journal
한국마케팅관리학회 마케팅관리연구 마케팅관리연구 제23권 제4호 KCI Accredited Journals
Published
2018.1
Pages
137 - 159 (23page)

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The Effects of Mileage Expiration Message on Customer's Loyalty
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Research history (2)

2018

The Effects of Mileage Expiration Message on Customer''s Usage Intention
박현지 경영학과 2018.01 Thesis
The Effects of Mileage Expiration Message on Customer’s Loyalty
박현지 ,  최유리 ,  Young Jin Joo 마케팅관리연구 2018.01 Academic journal
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Abstract· Keywords

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Loyalty programs are widely used to increase customers’ repeat purchases and reward their continued patronage. Mileage is one of the most commonly offered loyalty program. Rewards such as mileage can build a customer’s loyalty and companies appreciate how valuable that loyalty can be. Although the understanding of mileage programs is important, little is known about how to apply. This research aims to find out better forms of mileage expiration messages with a customer’s mileage usage intention and message feeling to maximize customer’s loyalty. To verify the effect of mileage expiration message, we conducted an experiment in a 2×2×2 Design: 2 (message framing: positive vs. negative) × 2 (time pressure: high vs. low) × 2 (amount of accrued mileage: large vs. small) between subjects. Survey methodology is employed to test the hypotheses and there are eight types of survey questionnaires. Each subject was randomly assigned to one of the eight conditions. In this research, we found that customer’s mileage usage intention and message feeling play a critical role in enhancing customer loyalty. Second, with regard to three factors concerning a customer’s mileage usage intention and positive feeling, mileage expiration message with negative framing and high time pressure increases a customer’s mileage usage intention but decreases positive feeling, while mileage expiration message with a large size of accrued mileage increases both a customer’s mileage usage intention and positive feeling. Third, it is recommended to use mileage expiration message that increases customer loyalty. These findings suggest marketing managers to consider different types of mileage expiration messages and their effects.
#Mileage expiration message #Customer loyalty #Mileage usage intention #Message feeling

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References (36)

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고형석 / 2009 / 상용고객 우대제도와 소비자보호에 관한 연구 / 서울대학교 법학 50(1):379~417 google schola 고형석 / 2011 / 포인트의 소멸시효에 관한 연구 / 재산법연구 28(1):93~130 dbpia 권익현 / 2005 / 지각된 위험이 메시지 프레이밍 효과에 미치는 영향에 관한연구 / 마케팅연구 20(3):29~45 dbpia 김대철 / 2007 / 패밀리레스토랑의 마일리지 프로그램이 브랜드 충성도에 미치는 영향 / 외식경영연구 10(2):119~137 google schola 라선아 / 2015 / 고객만족, 고객충성도, 관계마케팅, 고객관계관리 관련 문헌에 관한 종합적 고찰 / 마케팅연구 30(1):53~104 dbpia

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