보상유형과 보상시기가 선호도에 미치는 영향에 관한 연구: 유통채널 형태의 조절효과를 중심으로

초록

Competition in the private sector intensifies and many firms developed offline customer reward programs to enhance strategic advantage. Recently, online businesses follow this trend and increasingly introduce online reward program to engage more effectively with customers, however, these are considered to be limited as they are undifferentiated from the offline customer reward program. Consumers’ purchasing behavior is distinctively different in online and offline channels and the customer reward program may need to reflect such difference. The purpose of this study is to evaluate the effects of reward type and reward timing on consumers’ preference both in online and offline channel setting. We conducted a consumer survey to examine the effects of the following three aspects of the customer reward program on customers’ preference. We attempt to determine whether 1) the interaction between retail channel type and reward type ; 2) the interaction between retail channel type and reward timing; and 3) the interaction among channel type, reward type and reward timing, have any significant impact on customers’ preference. In our survey questionnaire, eight scenarios were designed based on these three factors and the collected date was analyzed with three-way ANOVA. Estimations of the survey data suggest that the effects of reward type and reward timing on customers’ preference came out different depending on different retail channels. Thus, findings suggest that differentiated customer reward program may need to be developed for online and offline retail channels to effectively engage with customers.

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