기업의 고객 보상프로그램이 브랜드충성도에 미치는 영향에 관한 연구: 한국 소비자의 고객 보상프로그램에 대한 지각된 가치를 중심으로

Abstract

This study analyzed how the perceived values of reward program affect customer satisf action t oward the reward p rogram a nd b rand a ttitude, a nd c onsequently influence customer loyalty toward brand. It turned out that the perceived values of the reward program had a indirect effect on brand loyalty via customer satisfaction toward the reward program,indicating customer satisfaction toward the reward program played an important role as a mediating variable in consumers’ information process from perceived values of reward program to brand loyalty. In other words, the customer satisfaction toward reward program was an important determinant of brand loyalty since it mediated the causal relationship between perceived values and brand loyalty. If customers are satisf ied with the reward program, which results from customer's perceived values of reward program, their loyalty toward the brand will be maintained and strengthened.