Earticle

Businesses need loyalty programs to attract and retain clients. Mobile usage, rapid technology progress, and dynamic social landscapes make it necessary to continuously monitor customer behavior to assure loyalty program success. We examined transaction data from SPC, a prominent Korean F & B company, to determine how different factors affect customers' point redemption decisions. A binary logit model and customer-level panel regression were used to examine customer spending and point usage patterns before and after the COVID-19 outbreak, focusing on different usage levels. After the epidemic, low- and high-usage users cut spending, transactions, and points. Low-usage clients used points for purchases more often, redeemed more points, and utilized more points per transaction. These findings contribute to loyalty program research and offer managerial implications for mobile loyalty program optimization.

본 연구는 기존 연구에서 실시한 서비스회복 과정에서의 고객참여수준의 유형화(기업회복, 공동회복, 고객회복)를 토대로 고객의 자기효능감, 역할명확성, 서비스회복 과정에 대한 만족 및 향후 서비스 공동생산의도의 차이를 웹 이용동기(목표지향적 동기, 경험지향적 동기)에 따라 검증하고자 한다. 이에 따라 3×2의 집단간 실험설계를 통해 실험을 실시하였다. 분석결과, 가설에서 제안한 바와 같이 목표지향적 동기가 높은 경우에는 공동회복, 고객회복, 기업회복의 순으로, 경험지향적 동기가 높은 경우에는 공동회복, 기업회복, 고객회복의 순으로 고객의 자기효능감과 역할명확성이 높았다. 또한 회복과정의 만족도에 대해 목표지향적 동기는 공동회복, 경험지향 동기는 기업회복에서 가장 높게 나타났고, 향후 서비스 공동생산의도에 있어서는 목표지향성과 경험지향성 모두 공동회복에서 가장 높은 결과를 보이고 있다. 고객이 참여할 수밖에 없는 온라인 서비스 회복과정에서 고객의 이용동기에 따른 세분화된 성과차이를 검증함으로써 보다 심층적이고 구체적인 결과를 도출하고 있다.

This study tried to analyze differences in customers' self-efficacy, role clarity, satisfaction about service recovery, and future service co-production intention according to Web usage motivation(goal-directed motivation and experiential motivation). It is based on the existing typology of customer participation level in the case of service recovery process(firm recovery, joint recovery, customer recovery). The authors conducted an experiment of 3×2 between-subjects factorial design. The results revealed that customers' self-efficacy and role clarity were higher in joint recovery, customer recovery, and firm recovery in the order named in goal-directed customers. Meantime, they were higher in joint recovery, firm recovery, and customer recovery in the order named in experiential customers. And satisfaction level was highest in the case of joint recovery in goal-directed customers while it was highest in the case of firm recovery in experiential customers. Future service co-production intention was highest in joint recovery in both goal-directed customers and experiential customers. This study suggested more profound and concrete results by verifying differences in service recovery outcomes according to usage motivation in Web where customer participation is indispensable.