로열티 프로그램이 고객-브랜드 관계의 질과 긍정적 구전과 재구매 의도에 미치는 영향에 관한 연구

Recently, the loyalty program in the hotel industry is getting popular and the wide proliferation of the loyalty program heavily impacts on not only the customer's decision making process but company's marketing strategy and the direction for the future. The loyalty program is closely related to CRM(Customer Relationship Management) to increase sales revenue by raising repeat purchasing intention and to build a closer relationship between the brand and the current customers. Usually loyalty programs are structured marketing efforts that reward, and which therefore encourage loyal buying behaviour, especially the one which is potentially beneficial to the company. Loyalty program can be seen as a tool to increase a single-brand loyalty, decrease price sensitivity, and dampen the desire to consider alternative brands. In addition, loyalty programs encourage word-of-mouth support which influences potential customers to become loyal to the company or the specific product/service. In conducting survey, the seven deluxe categorized hotels in Seoul were selected, 350 questionnaires were distributed, and 298 surveys have been collected. The samples applied to the customer who has the member qualification of the loyalty program for each hotel, for either a hotel restaurant or a guest room. The structural equation model(SEM) used to analyze the collected data. The result shows that the loyalty program determinant factors of the hotel industry is statistically influential to the quality of customer-brand relationship. Each determinant of the variable of loyalty program such as a share value, a physical benefit, convenience, familiarity and psychological benefit individually affected the quality of the customer-brand relationship. This result implies that refined quality of service with personalized attention and special recognition is critical to make the customers re-visit and create a sense of unity between the customer and company.