연세대학교 경영연구소

Donghoon Kim, ,,.  Do VIP Programs Always Work Well? The Moderating Role of Loyalty  Psychology & Marketing  26  : 590~609

발표년도: 2009  |  분야: 마케팅/국제경영

Thispaperaddressessomeimportantissuesinvolvingtheeffectivedeploymentofever-increasingVIPprogrambudgets.RecentresearchresultsontheeffectsofVIPprogramshavebeensomewhatmixed.Somestudieshavefoundapositiveinfluenceonconsumerbehavior,whileothersreportnosignificantimpact.Thepurposeofthisresearchistoprovideapossibleexplanationforsuchcontradictoryevidenceintheliterature.TheresultsofthisstudyrevealthatcustomerresponsestoVIPprogramsdependontheirloyaltytraits.Specifically,twoloyaltydimensions-behavioralloyaltyandattitudinalloyalty-interactwitheachotherinmoderatingtheimpactofVIPprogramsoncustomerresponse.AVIPprogrammayproducepositiveresultsevenforcustomerswhoarelowinbehavioralloyalty,withlowspendinglevels,iftheirattitudinalloyaltyishigh.Conversely,suchaprogrammaynotproducesignificantresultsevenforhigh-spendingcustomersiftheirattitudinalloyaltyisnothighenough.Thus,analysisthatoverlooksthemoderatingroleofloyaltydimensionsmayhaveledtoerroneousconclusions.Finally,atthemanageriallevel,thispaperpointsoutthepotentialproblemsofrelyingsolelyonbehavioralloyaltymeasures,suchaspurchaseamount,inidentifyingVIPcustomers.(C)2009WileyPeriodicals,Inc.

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  이전글 Kim, Seong Moon.  한국 주식시장에서 비선형계획법을 이용한 마코위츠의 포트폴리오 선정 모형의 투자 성과에 관한 연구  경영과학

  다음글 Kim, Seong Moon.  The toll plaza optimization problem: Design, operations, and strategies  Transportation Research Part E-Logistics And Transportation Review