Earticle

VIP 고객은 기업 입장에서 주요 수익원으로서, 최근 들어 이들을 타겟으로 하는 마케팅 전략의 중요성 이 대두되고 있다. 이에 본 연구는 실제 국내 기업이 보유하고 있는 VIP 고객 데이터를 사용하여, VIP 마케팅에 관한 구체적 전략을 제시하였다. VIP 고객의 경우 재산과 지위 욕구의 정도에 따라 3가지 그 룹(귀족형, 졸부형, 전문직형)으로 구분되어 질 수 있는데, 본 연구는 이러한 분류에 따라 VIP 고객의 각각의 특성에 맞는 마케팅 전략이 필요하다는 것을 제시하였다. 다중회귀분석을 통해 본 연구가 확인 한 결과를 구체적으로 살펴보면, 귀족형 VIP 고객의 경우, 사회적 행사를 진행하는 VIP 서비스가 이들 의 투자 의도를 증가시킬 수 있는 가능성을 나타냈지만, 반면 졸부형 VIP 고객의 경우에는 문화/체험 행사를 진행하는 VIP 서비스가 이들의 투자 의도를 증가시키는 것으로 나타났다. 그러나 전문직형 VIP 고객의 경우에는 이와 같은 VIP 서비스가 이들의 투자 의도에 아무런 영향을 미치지 못한다는 것으로 나타났다. 마지막으로 본 연구는 이러한 연구결과들을 해석하고, VIP 마케팅 연구에 관한 이론적 시사 점과, 이와 관련된 실무적 활용 방안에 대하여 제안하고자 한다.

The importance of VIP consumers as a key source of revenue for businesses has been increasingly recognized in recent times, leading to a focus on marketing strategies targeting this segment. This research utilizes actual VIP consumer data from domestic companies to propose specific strategies for VIP marketing. VIP consumers can be categorized into three groups(patricians, parvenus, professional) based on the degree of wealth and status desires. This research suggests that marketing strategies tailored to the characteristics of each type of VIP consumer are necessary. An in-depth analysis of the results confirmed by multiple regression analysis reveals that for patrician VIP consumers, VIP services hosting social events show potential to increase their investment intentions. On the other hand, for parvenus VIP consumers, VIP services organizing cultural/experiential events were found to positively influence their invest ment intentions. However, it was observed that such VIP services had no significant impact on the investment intention of professional VIP consumers. Finally, this research interprets these findings, provides theoretical implications for VIP marketing research, and proposes practical applications relevant to the industry.

나날이 발전하는 통신과 교통들의 대체재 위협, 그리고 새로운 국제항공시장의 다변화속에서 잠재적 진입자(저비용 항공사)와 기존항공사들 간의 경쟁위협 속에 고객이 원하는 맞춤형 전략과 전략적 차별화전략을 통해 항공시장의 고객을 세분화하고 표적시장을 선정하는 것이 현대 대형 항공사의 선두 과제이다(정인석, 2008).

The purpose of this study is to show an international airway VIP Lounge about service productivity and positioning strategy. VIP Lounge customers in airport of Seoul were distributed and 100 usable questionnaires were attended. The result show that tedy satisfaction a positivoungeluence on all of service productivity. The research shows that, tedir satisfaction to increase tedir service productivity and positioning. To focus on differentiated needs of the customers of VIP Lounge of aviation companies. the study found that new management strategies should be formulated after understanding customers' needs and with high involvement of customers. To become the market leader in 21st century, aviation companies worldwide are focusing on VIP Lounge service. The companies must improve working environment to achieve customer satisfaction. And also create a new environment system in the organization to improve the existing service product by systematic and extensive research. First we needs to make an new VIP Lounge so that every customer can use it. Second, at present aviation companies are not making enough profit so we need to introduce new and improved system. And finally we need to differentiate our service product from small aviation companies that's why need new VIP Lounge.

This study is to explore how hotel employees perceive service commitment, job stress, service fairness in serving VIPs compared to regular customers in tourist hotel. Sampling was taken among employees for deluxe hotels at Yusong in Daejeon. A total of 150 samples were distributed and 128 valid samples were selected for research. After a process of data coding, the questionnaire was analyzed using SPSS 18.0. As a result of factor analysis for VIPs 3 factors were extracted, for service commitment 3 factors were extracted, for job stress 4 factors were extracted and for service fairness 2 factors were extracted. To accomplish the purpose of this study three hypotheses were formulated, and the hypotheses were verified based on the analysis after survey was conducted. The results of study are as follows; First, it was found that VIPs have a positive effect on service commitment of hotel employees. Second, it was found that VIPs doesn’t have a positive effect on job stress of hotel employees. Finally, it was found that VIPs have a positive effect on service fairness of hotel employees. Therefore, this study suggests that hotel employees provide undifferentiated service to their customers.

This study was to identify relationship between service recovery justice and relationship quality in hotel restaurants. From the literature review, service recovery justice and relationship quality were discussed. In order to collect the data, the survey questionnaires were distributed to VIP membership guests of super deluxe hotels in Seoul. A total of 291 useful samples were collected from 6 different super deluxe hotels, and analyzed in SPSS Win Ver. 11.5. The results of data analysis showed that three underlying dimensions (distributive, interactive, procedural) of service recovery justice and two underlying dimensions (trust and commitment) of relationship quality were determined from exploratory factor analyses. Canonical correlation analysis was employed to verify research hypothesis. Research findings revealed that there were significant canonical correlations between service recovery justice and relationship quality. All three factors of service recovery justice and were significantly correlated with two factors of relationship quality; trust and commitment. And implications of these results were examined.

The impacts of VIP customers on the casino's profits are very crucial, yet there has been little empirical research on it. This study is the first one that collected data from casinos' VIP customers. By doing so, it aims to analyze casinos' various service failure and recovery and to suggest better service for the company. This study examined the effects of a VIP customer's nationality, grade, and age on perceived severity of service failure and satisfaction with service recovery. This paper also investigated those variables that have an impact on change of image and intention to use competitor's service. The data show that Chinese who are in the PSA grade perceived the service problem most seriously. In addition, Mid group perceived the problem more seriously in the PSA grade while Old group did it in the BC grade. The results also demonstrate that recovery satisfaction and customer share had a significant impact on change of image and intention to use competitors' service whereas severity of service failure hadn't.

Purpose ?The purpose of this study is to examine the effect of reward program on the game revenue for VIP customers in foreigner-only casino, with two major services in terms of free food and beverage(F&B)services and providing game chips Design, data, and methodology ? For this study, the dependent variables are the game time and the drop money amount of customer. Free meal order quantity, game chip payment amount, and interaction effect variable between free meal order quantity and game chip payment are used as independent variables. VVIP customer ratio, the number of game customer, promotion day dummy variable are used for the control variables. Daily panel data were used for test the suggested hypotheses by conducting panel regression models as an analysis technique. Result ?Empirical results show that only free F&B service had a significant effect on the VIP cusotmer’s game time. Both the free F&B service and the providing the game chip service were significantly influenced on the customer’s drop money amount. In addition, there were existed the interaction effect between the free F&B service and the providing the game chip service Conclusions ? Based on the results of this study, the effectiveness of free F&B services on game revenue for casino VIP customers is revealed. The results of this study would provide important information to establish more effective casino customer reward program.