고객 지향적 보상물 디자인에 관한 연구: 보상물의 다양성과 선택의 제한성의 상호작용을 중심으로

A rapid industrial transformation characterized by ubiquitous and convergence between industries is confronted corporations. Also acute competition between corporations engaged inentirely different field of industry exists within current environment. For corporations to continually secure dominant position over the competitors under the present environment of unlimited competition, providing value to core customers is a must. Therefore, customer value is being considered highly important by most of the corporations and endeavors to form all marketing activities to be systematically focused on increment of customer value are being made. According to this, Reward Program is defined as ‘Sales promotion strategy that provide additional benefit to customers for their purchase of product or service’. Also, term ‘rewards’ is generally used to define additional benefit serviced to consumers. According to Shugan(2005), Reward Program will function as customer liability by enlarging expenses of the corporation if the program fails to fulfill the prime objective of managing customer relationship which is to maintain and enforce customer loyalty and increase customer assets. Therefore Reward Program planned and operated inappropriately will not be an effective marketing promotion activity but a tremendous financial burden for the corporation. So then, how should customer-oriented Reward Program be planned out? This research will be done to solve such problem. In the concrete, this study aims to investigate the main and interaction effects of the level of variety of rewards and the existence of restrictions of choosing rewards on customer loyalty. These two variables-the level of variety of rewards and the existence of restrictions of choosing rewards-are suggested by O’Brien and Jones(1995) as the main factors determining the effects of customer reward programs. The results of this study show that when the level of variety of rewards is high and there is not restrictions of choosing rewards, customer loyalty about rewards program is high. On the other hand, when there is not restrictions of choosing rewards, customers prefer the rewards with the low level of variety than the high level of it. And then, the study also addresses that when there is restrictions of choosing rewards, customers prefer the rewards with the high level of variety than the low level of it. This results imply that the two theories such as the promotional reactance theory and the efforts-rewards congruity theory could be served as the underlying background for designing the customer-oriented rewards. The empirical findings argue that customers could give rise to a negative emotional experience (called promotion reactance) to the reward program when the benefits are too much than they expected. At the end, the theoretical and practical contributions and limitations are discussed, and also the future research opportunity is suggested.