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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 로열티 프로그램의 등급체계를 나타내는 표현 유형을 수직적 vs. 수평적 표현으로 구분하 여 소비자들의 반응을 조사하였다. <연구1>은 로열티 프로그램의 등급체계 정보를 단순히 제공하는 중 립적인 상황에서 수직적 구조와 수평적 구조 정보에 따른 고객들의 자부심(pride) 지각을 측정하여 소 비자들의 심리적 반응을 살펴보았다. 그 결과, 고객들은 같은 등급임에도 불구하고 좌우로 서열의 변화 를 보여주는 수평적 표현보다 상하로 서열의 변화를 보여주는 수직적 표현일 때 더 높은 자부심을 지각 하였다. <연구2>는 로열티 프로그램의 표현 유형과 고객 상황(고객들의 등급이 상승 혹은 하강하는 상황)의 상호작용 효과를 살펴보았다. 그 결과, 로열티 프로그램 내 본인의 등급이 상승하는 상황에서는 수평적 표현에 비해 수직적 표현일 때 기업에 대한 태도가 더 호의적이었다. 그러나 로열티 프로그램 내 본인 의 등급이 하락하는 상황인 경우에는 수직적 표현과 수평적 표현의 차이가 유의하지 않았다. 본 연구는 로열티 등급의 표현방식에 따라 고객들의 기업에 대한 태도가 달라진다는 점을 밝힘으로 써 로열티 연구분야에 기여하며, 동시에 기업이 실제 활용할 수 있는 정보와 상황을 적용해 실무적으로 도 공헌한다.

This research distinguishes two types of presentations of a loyalty program - vertical vs. horizontal presentation - and investigates how customers perceive the difference, focusing on the perceived pride to the loyalty program and their attitudes toward the company. Study 1 examined the main effect of presentation type on customers’ perceived pride. The results showed that customers in the upper classes were more aware of their pride to the loyalty program in vertical expression than horizontal expression even in the same class. Study 2 further identified the situations in which customers’ classes were elevated or demoted and tested the interaction effect between presentation type and customer situation. The results confirmed this two-way interaction and suggested that the vertical expression (vs. horizontal expression) led more favorable attitudes toward the company in the case of elevation. However, in the case of demotion, the two types of presentation did not vary. This research contributes to the existing literature on loyalty program by identifying a very important factor – the way of presenting a loyalty program. We believe the results of the current research are also practically meaningful by providing specific guidelines to companies with respect to how to present customers’ status in their loyalty programs in order to maximize customer satisfaction.

What factors of loyalty program make a significant change in customer behaviors have not been clearly verified in the cafe business. This study aims to identify whether the perceived benefits of lower variables of cafe loyalty program influence consumer loyalty mediated through commitment to cafe brand. Cafe loyalty program includes lower variables of monetary, exploration, entertainment, ego pleasure, and social benefit. The number of 258 cases was used for final analysis out of 289 cases surveyed. Frequency, reliability, and confirmatory factor analysis have been conducted to analyze the data employing SPSS statistics 20.0 and AMOS. Further, the propositions have been analyzed using structural equation modeling. The results indicate entertainment and social benefit significantly influence brand commitment while monetary, exploration, and ego pleasure fail to make the impact. Additionally, the results show that only ego pleasure make a significant impact on customer loyalty while the other lower variables failed to make it. Finally, brand commitment fully mediate the relationship between entertainment and customer loyalty and the relationship between social benefit and customer loyalty while the other mediating effects result in rejection. The study results imply the recognition of guests play significant role in the cafe business to enhance customer loyalty and the cafe managers need to be strategically involved in fostering brand commitment to connect the loyalty program and customer loyalty.

본 연구는 로열티 프로그램에서 등급 강등 시, 고객의 등급과 메시지의 진실성, 관여도가 충성도에 미치는 영향을 검증하고자 20대 230명을 대상으로 2×2×2 집단간 실험설계를 통한 ANCOVA분석을 실시하였다. 실험결과, 최고등급과 중간등급 모두 등급하락 후 충성도가 감소하였으며 최고등급보다 중간등급의 충성도가 더 작게 감소하였다. 최고등급의 경우 메시지에서 진실성을 느끼는 정도가 높은 집단의 충성도가 더 작게 감소하였으며, 관여도가 낮은 집단의 충성도가 더 작게 감소하였다. 중간등급 또한 진실성을 느끼는 정도가 높은 집단의 충성도가 더 작게 감소하였으며, 관여도가 낮은 집단 충성도가 더 작게 감소하였다. 고객의 등급, 메시지의 진실성, 관여도의 삼원상호작용에서는 메시지에 진실성이 높다고 느끼며 관여도가 낮은 중간등급의 충성도가 가장 작게 감소하였다.

It empirically studied the effects of customer status, truth of messages, and involvement on loyalty when customer experience demotion in loyalty program. A scenario based 2(customer demotion: highest status customer/middle status customer) × 2(truth of messages: high/low) × 2(involvement: high/low) between-subjects factorial design experiments are conducted for the hypotheses. According to the result of ANCOVA, highest status customer's loyalty and middle status customer's loyalty decrease when they experience demotion. But middle status customer's loyalty less decreases than the highest status customer. Loyalty of the group who feel high truth of message less decreases than those of other groups. And loyalty of the low-involvement group's loyalty less decreases than those of other groups. Moreover it test three way interactions among customer status, truth of messages, and involvement. The result indicates that loyalty of the group who feel high truth of message and low-involvement less decreases than those of other groups.

본 연구는 로열티 프로그램에서 소비자의 고객 등급 수준과 등급 체계 위계성 수준에 따른 소비자 인식이 기업에 대한 태도에 미치는 영향을 살펴보았다. 이를 검증하기 위하여 등급 체계 위계성(강한 vs. 약한)×고객 등급(높은 vs. 낮은)을 독립변수로 하는 이원분산분석(two-way ANOVA)을 실시하였다. 분석 결과, 가설에서 예측된 등급 체계 위계성과 고객 등급의 상호작용 효과는 유의하게 나타났다. 구체적으로, 소비자의 고객 등급 수준이 높은 경우 고객 등급 체계 위계성이 강할때와 약할 때 기업에 대한 태도는 차이가 없는 것으로 나타나는 반면, 고객 등급 수준이 낮은 경우 고객 등급 체계 위계성이 강할 때 보다 약할 때 기업에 대한 태도는 높게 나타났다. 또한, 고객 등급 수준과 로열티 프로그램의 위계성 수준에서 발생하는 효과에 의해 로열티 프로그램에 대한 공정성이 발생하고 이 공정성이 기업에 대한 태도에 영향을 미치는 조절된 매개효과가 발생하였다. 본 연구는 기존 로열티 프로그램 연구가 고객 등급 변화에 따른 소비자 반응에 주목한 것과 달리등급 체계의 위계성 수준에 초점을 두었다는 점에서 기존 연구와의 차별성을 가진다. 특히, 로열티 프로그램의 위계성 수준이 약한 경우 고객 등급이 낮은 사람들의 기업에 대한 부정적 인식이 완화되어 기업에 대한 태도가 보다 긍정적으로 형성될 수 있다는 실무적인 시사점을 제공한다.

This study examines the effects of membership tier and the level of hierarchy in tier systems within loyalty programs on attitudes toward a company. To demonstrate, two-way ANOVA was conducted with level of hierarchy in tier systems(strong vs. weak) and membership tier(high vs. low) as independent variables. The results revealed a significant interaction effect between the level of hierarchy in the tier system and customer tier. Specifically, for consumers with a high membership tier, there was no significant difference in attitudes toward the company between highly hierarchical and weakly hierarchical tier systems. In contrast, for consumers with a low membership tier, attitudes toward the company were more positive when the hierarchy level of the membership tier system was weak rather than strong. In addition, the findings demonstrated a moderated mediation effect in which perceived fairness of the loyalty program emerged from the interaction between membership tier level and the hierarchy level of the loyalty program, and subsequently influenced attitudes toward the company. This study contributes to the loyalty program literature by extending prior research that primarily focused on consumer responses to changes in membership tier. Specifically, this research questions whether highly hierarchical tier structures are effective and highlights the importance of the degree of hierarchy within tier systems. In addition, the findings provide practical implications by suggesting that weak hierarchical loyalty program structures can reduce negative perceptions among low-tier membership and foster more positive attitudes toward the company.

이 연구에서는 지상파 방송, 종합편성채널, 케이블TV를 상으로 매체의 상적 가치를 비교했다. 주요 연구 결과는 다음과 같다. 첫째, 채널별 누적 도달률은 지상파TV가 종편 보다 약 2배 정도 빠르게 상승했고 케이블TV의 도달률은 40∼20%를 나타냈다. 둘째, 도달률의 이중 위험은 남녀 1525 집단을 제외한 모든 집단에 존재했다. 셋째, 지상파 방 송의 월간 도달률(Reach) 1＋는 200 총노출량(GRPs)에서 약 55%를, 종편은 30%를, 케이블TV는 40%를 나타냈다. 넷째, 미디어 믹스의 최적화에서 지상파와 종편을 믹스했 을 때가 다른 집단의 조합보다 설명력이 떨어졌다. 다섯째, 지상파 방송의 프로그램 충성 도는 연도별로 완만하게 감소했다. 여섯째, 시청률 10%의 기준에서 지상파 방송의 채널 레퍼토리는 2000년의 3.6개에서 2015년에는 3.0개로 감소했다. 연구 결과를 바탕으로 실무적인 시사점 여섯 가지를 제시하고 논의를 전개했다.

In this study, the relative values of terrestrial broadcasting, comprehensive programming channel, and cable television were compared. The main results are as follows. First, the cumulative reach of each channel was about twice as fast as that of the terrestrial broadcasting than comprehensive programming channel, and the reach of cable TV was 40∼20%. Second, the double jeopardy of reach was present in all groups except 1525 male and female groups. Third, the monthly Reach (1＋) of terrestrial broadcasting was 55% for 200 GRPs, 30% for comprehensive programming channel and 40% for cable TV. Fourth, in the optimization of the media mix, the mixing power of the terrestrial broadcasting and the comprehensive programming channel was lower than that of the other groups. Fifth, the program loyalty of terrestrial broadcasting gradually decreased by year. Sixth, the channel repertoire of terrestrial broadcasting decreased from 3.6 in 2000 to 3.0 in 2015 based on the 10% ratings. Based on the results of the research, six practical implications were presented and discussed.

효과적인 멤버십 프로그램 관리를 위해 필연적으로 발생하는 반복적인 마케팅 정보를 전달하는 데 보다 효과적인 메시지 구성 방법을 알아보고자 본 연구에서는 먼 미래에 발생할 마케팅 정보에 대한 인식과 가까운 미래에 발생할 마케팅 정보에 대한 인식에 차이가 발생할 것이라는 가정 하에 해석수준이론을 활용하여 메시지 추상성과 시간적 거리 사이의 일치성 효과에 대한 가설을 도출하였다. 가상의 온라인 쇼핑몰을 배경으로 한 실험 자료를 분석한 결과, 고객의 지위 변화가 가까운 미래(3일 후)에 발생할 경우 소비자는 이로 인해 잃거나 혹은 얻을 수 있는 혜택을 추상적으로 표현한 메시지보다 구체적으로 표현한 메시지에 더 긍정적인 반응을 보인 반면 지위 변화가 먼 미래(한 달 후)에 발생할 경우 소비자는 이로 인해 잃거나 혹은 얻을 수 있는 혜택을 구체적으로 표현한 메시지를 추상적으로 표현한 메시지에 더 긍정적인 반응을 보였다. 정보처리 유창성은 이 상호작용 효과를 매개하는 것으로 나타났다.

As an attempt to develop a more effective communication message for delivering repetitive message often required in managing a loyalty program, we tested the congruence effect between temporal distance and message abstractness. Two experiments with online shopping context showed that consumers evaluated concrete message more favorably than abstract message when their status changes three days after the reception of the message. On the other hand, consumers evaluated abstract message more favorably when the status changes one month after the reception of the message. Mediated moderating analysis revealed that processing fluency mediated the congruence effect on message evaluation.

본 연구 TV 스포츠 채널 야구 정보 프로그램 여성 진행자의 언어적·비언어적 요소들이 시청효과 특히 프로그램 충성도에 어떠한 영향을 미치는지 알아보고자 한다. 이를 위해 홀턴과 월(Horton & Wohl, 1956)의 준사회적 상호작용의 개념을 적용해 이용자의 시청행위를 이해하고 시청효과를 실증적으로 검증해보고자 하였다. 분석 결과, 언어적 요인은 충성도에 직·간접적인 효과가 모두 있는 것으로 나타났다. 즉 스포츠 채널 여성 진행자의 언어전문성, 어휘설명력, 유사언어 등의 언어적 요인은 프로그램을 지속적으로 시청하고자 하는 프로그램 충성도에 직접적인 영향을 갖고 있기도 하고, 준사회적 상호작용을 통해 충성도로 이어지는 간접 영향도 동시에 갖고 있기 때문에 TV 스포츠 채널 여성 진행자에게 중요한 요인이라는 것이 확인되었다. 하지만 신체행위, 신체외양과 같은 비언어적 요인은 준사회적 상호작용과 충성도에 모두 직·간접인 효과를 미치지 않는 것으로 밝혀졌다. 다만 언어적 요인과 비언어적 요인은 서로 유의미한 영향을 미치고 있으므로 결국 언어적 요인이 기본적으로 바탕이 되고 여기에 비언어적 요인이 더해졌을 때, 즉 비언어적 요인은 언어적 요인을 부각시킬 수 있는 하나의 수단으로서 작용했을 때 시청효과를 유발 할 수 있다는 것을 보여준 결과라고 할 수 있겠다.

This study aims at figuring out the influences of lingual and non-lingual factors of female newscaster of baseball program in TV Sports channel on TV viewing effect, in particular, loyalty to the program. For this, applying the concept of the para-social interaction by Horton and Wohl(1956), it aims at understanding users’ TV viewing action and verifying the TV viewing effect empirically. As a result of the analysis, lingual factors have all direct and indirect effects on the loyalty. That is, lingual factors such as lingual professionality, ability to explain vocabularies, and quasi-languages of female newscasters in sports chanel have not only direct influences but also indirect one through para-social interaction on loyalty to the program to be viewed continuously, showing that they are important to female newscaster in TV sports channel. However, non-lingual factors such as physical action and appearance do not have neither direct nor indirect effects on para-social interaction and loyalty. However, as both lingual and non-lingual factors have significant interactions to each other, lingual factors are basically bases and then non-lingual factors are added to them. In other words, non-lingual factors play a role to support lingual ones, it can cause TV viewing effect.

A customer loyalty program (i.e., FFP) has become more important to keep loyal customers especially for legacy airlines. Therefore, the researchers intended to examine the elements of an airline loyalty program and how these elements influenced the effects of the loyalty program. To set up the research framework, the commitment-trust model (i.e., KMV model) in the loyalty program was used in this study. Shared values, benefits, serviceabilities, and affiliated companies were considered as independent variables (i.e., elements of FFP). Trust and commitment added as mediating variables and customers' loyalty were examined as a dependent variable. A survey has been conducted. All independent variables had positive relationships with trust and commitment and trust influenced commitment. Lastly, the mediating variables had positive effects on customers' loyalty.

[목적] 본 연구는 골프 TV 프로그램 시청 동기, 채널 몰입, 채널 충성도 간에 인과 관계를 규명하고, 시국에 걸맞는 프로그램 설정에 기초적 자료를 제공하는데 목적이 있다. [방법] 연구 대상은 골프 TV 시청자를 대상으로 총 328명 을 표본으로 사용하였다. 자료처리는 SPSS 21.0과 AMOS 21.0을 이용하여 빈도분석, 확인적 요인분석, 신뢰도 분석, 상관관계 분석, 구조모형(SEM)을 실시하였다. [결과] 첫째, 시청 동기는 채널 몰입에 정(+)의 영향을 미칠 것으로 가 설 H1은 부분적으로 채택되었다. 둘째, 채널 몰입은 채널 충성도에 정(+)의 영향을 미치는 것으로 가설 H2는 채택되 었다. 셋째, 시청 동기는 채널 충성도에 정(+)의 영향을 미치는 것으로 가설 H3은 부분적으로 채택되었다. [결론] 포 스트 코로나 시대의 미디어의 역할과 이를 통해 얻고자 하는 것은 무엇인가? 에 대해 소비자들의 심리를 들여다보고, 마주한 환경과 시청자의 구체적인 시청 동기, 채널 몰입, 채널 충성도에 관계에 대한 마케팅 전략 수립이 동반되어야 하며, 제한되는 현시점에서 골프 TV 프로그램은 대안으로 활용도가 높다 판단된다.

[Purpose] The purpose of this study is to investigate the causal relationship between golf TV program viewing motivation, channel immersion, and channel loyalty, and to provide basic data for program setting appropriate for the current situation. [Method] A total of 328 people were used as a sample of the study subjects for golf TV viewers. For data processing, frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structural model (SEM) were performed using SPSS 21.0 and AMOS 21.0. [Result] First, Hypothesis H1 was partially accepted that viewing motivation has a positive (+) effect on channel immersion. Second, hypothesis H2 was adopted as channel immersion has a positive (+) effect on channel loyalty. Third, the viewing motivation has a positive (+) effect on channel loyalty. Hypothesis H3 was partially accepted. [Conclusion] What is the role of media in the post-corona era and what are we trying to achieve through it? It is necessary to look into consumers' psychology about Also, golf TV programs are considered to be highly useful as an alternative at this point in time when game viewing is restricted.

For local festivals to keep growing themselves and gaining success, it needs to make visitors feel different emotions and provide special experiences with differentiated programs; however failing to do this make those festivals turned away from visitors, leading eventually to numerous integration or deletion of these festivals. Therefore, the research intends to figure out how the core emotional benefits and symbolic benefits of the festival program have an impact on the attachment and loyalties toward festivals and to suggest ways to make festivals more attractive to festival visitors. To achieve the goal of the study, the variables were examined theoretically and the empirical study was conducted on the family - run participants, the core program of the 2017 Si-heung Tidal channel Festival, based on the previous research. As a conclusion, firstly, the emotional and symbolic benefits of the festival core program were found to have a significant effect on the festival attachment. Second, the festival attachment have a significant effect on the loyalty. Third, he emotional and symbolic benefits of the festival core program have a significant effect on the loyalty. Through identifying and studying these influence relations, it is considered to be useful data for developing and operating the core programs that would play an important role in the success of local festivals.

유럽에서는 기업과 예술가와의 협력은 일찍이 연구되고 실행된 경영 패러다임이다. 특 히 기업교육에 있어서 예술을 활용하는 사례는 1990년대 가시화 되면서 다양한 실험들이 시도되었고, 국내의 경우도 창의경영, 창조경제 등이 대두되면서 많은 기업들이 문화예술 을 통한 기업 가치창출 방안을 모색하고 있는 실정이다. 본 연구에서는 중소기업중앙회와 문화체육관 광부가 중소기업을 대상으로 문화예술의 기회를 제공하는 기업예술교육인 ‘신 나는 예술, 즐거운 일터’ 프로그램에 참여한 직원들을 대상으로 한 설문 결과를 분석하였 다. 이를 통해 개인, 동료, 회사 차원에서 살펴본 기업예술교육의 효과와 참여 특성별 만 족도 및 충성도, 그리고 기업예술교육의 효과가 프로그램 만족도 및 충성도에 미치는 영 향관계에 대해 검토하였다. 이를 바탕으로 기업교육에 있어서 예술 활용의 가능성을 살펴 보고, 더불어 좀 더 효율인 프로그램 실행을 위한 방안을 제시하였다.

In Europe, cooperation between companies and artists is a management paradigm which has been studied and implemented early. Especially, the cases of using art for corporate education was visualized in the 1990s and various experiments were attempted. In Korea, also, many companies are seeking plans to create corporate values through culture and art, with the rise in the importance of creative management and creative economy. This study analyzed the results of the survey targeting employees who participated in the ‘Exciting Art, Pleasant Workplace’ program which is a corporate art education implemented by Korea Federation of Small and Medium Business and Ministry of Culture, Sports and Tourism for providing small enterprises with opportunities of culture and art. Based on this analysis, this study examined the effect of corporate art education from the individual, colleague and corporate perspective, satisfaction and loyalty depending on participation characteristics and the effect of corporate art education on program satisfaction and loyalty. This study then considered the possibility of using art for corporate education and furthermore, proposed plans for running the program more efficiently.

창업 초기 또는 창업 이후 사업을 성장시키면서 기업의 중요한 과제들 중 하나는 고객관계관 리인데, 고객과의 관계를 창출, 지속하거나 확장하기 위한 유효한 수단이 로열티 프로그램이다. 그런데 로열티 프로그램의 비용을 통제하거나 효율성을 제고하기 위해 많은 회사들은 정기적으 로 고객 상황을 평가하여 로열티 프로그램의 고객혜택을 감소시키거나 고객등급을 강등시키는 경우가 상당히 많다. 본 연구의 목적은 로열티 프로그램에서의 강등과 그로 인한 고객들의 반응 을 조사하는 것이다. 이 분야의 핵심적 이론설명체계가 부족함을 감안하여 탐색적 연구방법인 표적집단면접법(표적집단면접법)을 통하여 고객등급(customer tiers) 구조의 로열티 프로그램에 서 강등을 경험한 고객들을 대상으로 강등에 대한 지각과 반응에 대한 전반적인 특징을 파악하 였다. 구체적으로 근거이론접근법(grounded approach)을 사용하여 본 연구는 강등을 경험한 고 객들을 대상으로 수집된 자료에서 공통적인 요인들을 추출하고 하위 범주를 형성하는 개방 코딩 을 수행하였고 이후 각 범주들 간의 연결을 파악하여 패러다임 모형을 구성하는 축 코딩을 실시 하였다. 또한 본 연구가 중점을 두는 범주나 요인들 간의 관계를 선정하여 심층적으로 파악하는 선택적 코딩을 통하여 연구모형과 연구제안을 도출하였다. 발견한 주요 결과는 다음과 같다. 고 객들은 강등 전 사전 공지를 받거나 받지 못한 상태에서 등급이 하락하고 혜택이 감소하는 강등을 경험하게 되며, 이러한 강등은 고객이 기준을 충족하지 못하여 발생하기도 하고 기업이 로열 티 프로그램의 기준을 변경하여 일어나기도 하며 고객들이 원인을 모르는 경우도 있었다. 강등 경험은 크게 다른 회사로 이탈하고자 하는 부정적 반응과 기존기업과의 관계를 유지하고자 하는 긍정적 반응 그리고 무반응을 유발하며, 이러한 반응은 관계규범, 만족, 신뢰, 관여도, 충성도, 대안의 수, 전환비용과 같은 다양한 중재적 조건들로부터 영향을 받는다. 본 연구는 41개의 연 구제안을 도출했다는 점과 그 중에서 특히 고객들의 관계규범이 갖는 중요성을 발견했다는 측면 에서 그 의의를 찾을 수 있다. 예를 들어 기존연구들은 내적 귀인일 때보다 외적 귀인일 때 고객 들은 강등에 대해 더 부정적 반응을 보이는 것을 발견하였다. 이와 달리 본 연구에서는 고객이 기업과 공동체적 관계규범(communal relationship norm)을 가지고 있는 경우, 내적 귀인일 때 고객은 더 부정적 반응을 보였다. 나아가 이러한 고객들은 오히려 실질적 손실이 발생하지 않는 지위하락을 더 민감하게 지각하였다. 즉 본 연구는 고객들이 기업에 대하여 가지는 기대인 관계 규범에 따라 강등으로 인한 고객 반응이 달라질 수 있음을 발견하였다. 창업 초기나 창업 이후 사업을 성장시킴에 있어 고객관계관리가 쉽지 않음을 감안하면서 관리적 시사점과 향후 연구 방 향 등을 제시하였다.

One of the important tasks of a company, at the beginning of the start-up or as it grows its business, is customer relationship management, and the loyalty program is an effective means to create, sustain, or expand customer relationships. However, in order to control the cost of the loyalty program or to increase efficiency, many companies regularly evaluate the customer situation to reduce the customer benefit of the loyalty program or to demote the customer rating. The purpose of this study is to investigate the demotion in the loyalty program and the resulting customer reaction. Considering the lack of a core theoretical explanation system in this field, the perception of and responses to the demotion were collected from customers who experienced demotion in a loyalty program of customer tiers structure through the focus group interview method, an exploratory research method. Specifically, using a grounded approach, this study extracted common factors from data collected for customers who experienced demotion and performed open coding to form subcategories, and then connected the connections between each category. We grasped and coded the axes that make up the paradigm model. In addition, the research model and research propositions were derived through selective coding that selects the relationship between categories or factors that we aim to focus on and deeply understand. The main findings are as follows. Customers experience a decline in grade and a decrease in benefits, which may be caused by a customer's failure to meet the criteria or by a company changing the loyalty program's criteria, with or without prior notice about demotion. In some cases, customers did not know the cause. The experience of demotion occurs in three ways: negative reactions (switching to other companies), positive reactions (maintaining a relationship with an existing company), or no responses. These customer responses are influenced by other moderating conditions relationship norms, satisfaction, trust, involvement, loyalty, number of alternatives, and switching cost. We can find the significance of this study in terms of discovering the 41 propositions drawn, especially the ones regarding the important influence of the relationships norms customers have with companies. For example, consistent with existing studies’ finding, we found that customers were more negative about demotion in the case of external attribution than internal attribution. In addition, however, we further found that customers responded more negatively in the case of internal attribution when customers have communal relationship norms with their companies. Furthermore, these customers were more sensitive to the decline in status without actual losses. In other words, this study found that the customer response due to demotion can be different depending on the relationship norms that customers builds to expect from the company. Considering that it is not easy to manage customer relationships at the beginning of starting a business or in growing a business, we present managerial implications and directions for future research.

LCCs in the global air transport market appeared in large numbers around the mid-1990s and hit their peak around 2005. On the other hand, Korea will see LCCs emerge from 2005 to 2010, about a decade later, and peak times around 2018. However, there were about 70 to 80 LCCs in the global air transport market until around 2005 in the U.S. and Europe, but 40 to 50 airlines disappeared in the same period. Thus, a case-by-case analysis of bankrupt airlines showed that many LCCs had higher rates of bankruptcies of non-operating airlines than those that operated CLP. The FFP, the loyalty program of CLP, was then treated as an inefficient program for existing large airlines in the early days of the LCCs emergence. However, the analysis of many airlines that disappeared around Europe around 2005 differed. In other words, the FFP system of LCCs that survive and operate normally was analyzed in March 2020. It also analyzed the type of FFP system operation of failed LCCs and the amount of conversion cost required to attract lost loyalty customers again by not operating FFP. In the end, the purpose of this study was based on the results of this study, hoping that the LCCs in Korea will end the boom period of 2019 and become the cornerstone of how to overcome the severe off-season that will come with Corona-19 after 2020 and establish a new business model that will face another peak.

Purpose - The purpose of this study is to empirically investigate the impact of the perceived loyalty program value on Millennial casino patrons’ brand affect, satisfaction, and casino loyalty. Design/methodology/approach - Data were collected via an online survey targeting Millennial casino patrons. After data screening process, 348 responses were included in the analysis. Descriptive statistics, confirmatory factor analysis (CFA), and structural equation modeling (SEM) were utilized to analyze the data. Findings - The findings of this study revealed that the perceived economic value of loyalty programs strongly impacts brand affect and overall satisfaction. Yet, the perceived psychological value of casino loyalty programs does not appear to influence brand affect and satisfaction. The results of the current study confirmed that brand affect influences satisfaction and brand loyalty. Overall satisfaction also considerably influences casino loyalty. Research implications or Originality - Given the increasing competition among casinos and the pivotal role of loyalty programs in fostering and retaining customer loyalty, it is imperative for casino marketers to gain deeper insights into how these programs can enhance Millennial casino patrons’ loyalty. The findings of this study provide valuable guidelines for casino marketers seeking to better understand and optimize their loyalty programs.

The loyalty program is one of the strategies used by casino companies to develop relationships with their customers. However, studies that empirically test the influence of loyalty programs and customer loyalty are very limited and the results are inconsistent. Examining the effectiveness of casino loyalty programs is an essential step in developing true customer loyalty. This study examined the impact of the perceived economic value of loyalty program on customer satisfaction and loyalty, including both attitudinal and behavioral loyalty. In addition, this study examined the moderating effects of distance, child(ren), and gaming preference on casino patrons' behaviors. This study utilized the data collected from the casino company in Southeastern United States in May 2008. The results revealed that loyalty program do have an impact on loyalty in the casino industry. This study is one of only a few empirical studies of customer loyalty programs and is perhaps the most comprehensive study of customer loyalty programs in the casino industry. This study resulted in a number of findings that shed light on loyalty, designing loyalty programs, and even casino management.

This study empirically examines the synergy effect of a corporate-level loyalty program on customer equity (CE) known as the lifetime value of current and future customers (Blattberg et al. 2009). A corporate-level loyalty program refers to a company-wide integration loyalty program at the corporate-level in which subsidiaries (multi-divisions) participate as program members. It does not merely examine whether there is an integration effect of a corporate-level loyalty program from the CE perspective, but it provides practical implications for a firm’s strategic focus by identifying which value creation channels (i.e., acquisition, retention, and cross-selling), brand characteristics (i.e., size of the customer base before integration, diversity of products, and sales channel type), and consumer characteristics (i.e., customer relationship stage, transaction amount before integration, transaction period, and number of purchased brands) are affected the most by the synergy effect.