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      로열티 포인트 사용행동과 고객생애가치(Customer Lifetime Value) 분석

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      https://www.riss.kr/link?id=A100105010

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      다국어 초록 (Multilingual Abstract)

      The main objective of this research is to investigate whether the RFM (recency-frequency-monetary value) information of a customer’s redemption behavior of loyalty points can improve the prediction of future value of the customer. The conventional measurement of customer value has been primarily based on purchase transactions behavior although a customer’s future behavior can be also influenced by other interactions between the customer and the firm such as redemption of rewards in a loyalty program. We theorize why a customer’s redemption behavior can influence her future purchases and thereby the customer’s total value based on operant learning theory, goal gradient hypothesis, and lock-in effect. Using a dataset from a major book store in Korea spanning three years between 2008 and 2010, we analyze both purchase transactions and redemption records of over 10,000 customers. The results show that the redemption-based RFM information does improve the prediction accuracy of the customer’s future purchases. Based on this result, we also propose an improved estimate of customer lifetime value (CLV) by combining purchase transactions and loyalty points redemption data. Managerial implications will be also discussed for firms managing loyalty programs to maximize the total value customers.
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      The main objective of this research is to investigate whether the RFM (recency-frequency-monetary value) information of a customer’s redemption behavior of loyalty points can improve the prediction of future value of the customer. The conventional m...

      The main objective of this research is to investigate whether the RFM (recency-frequency-monetary value) information of a customer’s redemption behavior of loyalty points can improve the prediction of future value of the customer. The conventional measurement of customer value has been primarily based on purchase transactions behavior although a customer’s future behavior can be also influenced by other interactions between the customer and the firm such as redemption of rewards in a loyalty program. We theorize why a customer’s redemption behavior can influence her future purchases and thereby the customer’s total value based on operant learning theory, goal gradient hypothesis, and lock-in effect. Using a dataset from a major book store in Korea spanning three years between 2008 and 2010, we analyze both purchase transactions and redemption records of over 10,000 customers. The results show that the redemption-based RFM information does improve the prediction accuracy of the customer’s future purchases. Based on this result, we also propose an improved estimate of customer lifetime value (CLV) by combining purchase transactions and loyalty points redemption data. Managerial implications will be also discussed for firms managing loyalty programs to maximize the total value customers.

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      목차 (Table of Contents)

      • Abstract
      • 1. 서론
      • 2. 문헌 연구
      • 2. LP와 미래 소비행동 간 관계에 관한 이론적 고찰
      • 3. 연구 방법
      • Abstract
      • 1. 서론
      • 2. 문헌 연구
      • 2. LP와 미래 소비행동 간 관계에 관한 이론적 고찰
      • 3. 연구 방법
      • 4. 실증분석 결과
      • 5. 결론
      • 참고문헌
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      참고문헌 (Reference)

      1 안주영, "소비자의 할인추구성향, 가격지식, 브랜드충성도가 내적준거가격 및 준거할인의 지각에 미치는 영향 - 할인구매경험의 매개효과를 중심으로 -" 한국관광학회 38 (38): 143-165, 2014

      2 김지윤, "소비자의 포인트 적립 및 소진행동에 대한 재조명 :사용수준(Usage Level)의 조절 효과를 중심으로" 한국경영과학회 38 (38): 183-199, 2013

      3 김현교, "소비자 키워드광고 탐색패턴에 나타난 촉진지향성이 온라인 여행상품 구매확률에 미치는 영향" 한국경영과학회 39 (39): 29-48, 2014

      4 김지윤, "로열티 프로그램에 있어서 소비자의 포인트 적립 노력수준이 소진 행동에 미치는 영향" 한국마케팅학회 27 (27): 85-106, 2012

      5 정헌수, "고객생애가치 측정모형의 B2B 비즈니스 적용연구" 한국경영과학회 27 (27): 197-211, 2010

      6 송태호, "고객 자산과 기업 수익성 간의 관계" 한국마케팅학회 24 (24): 35-65, 2009

      7 Kumar, V., "Undervalued or Overvalued Customers : Capturing Total Customer Engagement Value" 13 (13): 297-310, 2010

      8 Reinartz, W. J., "Understanding customer loyalty programs" Springer 361-395, 2006

      9 Taylor, G.A., "The current and future sales impact of a retail frequeny reward program" 81 (81): 293-305, 2005

      10 Lewis, M., "The Influence of Loyalty Programs and Short-Term Promotions on Customer Retention" 41 (41): 281-292, 2004

      1 안주영, "소비자의 할인추구성향, 가격지식, 브랜드충성도가 내적준거가격 및 준거할인의 지각에 미치는 영향 - 할인구매경험의 매개효과를 중심으로 -" 한국관광학회 38 (38): 143-165, 2014

      2 김지윤, "소비자의 포인트 적립 및 소진행동에 대한 재조명 :사용수준(Usage Level)의 조절 효과를 중심으로" 한국경영과학회 38 (38): 183-199, 2013

      3 김현교, "소비자 키워드광고 탐색패턴에 나타난 촉진지향성이 온라인 여행상품 구매확률에 미치는 영향" 한국경영과학회 39 (39): 29-48, 2014

      4 김지윤, "로열티 프로그램에 있어서 소비자의 포인트 적립 노력수준이 소진 행동에 미치는 영향" 한국마케팅학회 27 (27): 85-106, 2012

      5 정헌수, "고객생애가치 측정모형의 B2B 비즈니스 적용연구" 한국경영과학회 27 (27): 197-211, 2010

      6 송태호, "고객 자산과 기업 수익성 간의 관계" 한국마케팅학회 24 (24): 35-65, 2009

      7 Kumar, V., "Undervalued or Overvalued Customers : Capturing Total Customer Engagement Value" 13 (13): 297-310, 2010

      8 Reinartz, W. J., "Understanding customer loyalty programs" Springer 361-395, 2006

      9 Taylor, G.A., "The current and future sales impact of a retail frequeny reward program" 81 (81): 293-305, 2005

      10 Lewis, M., "The Influence of Loyalty Programs and Short-Term Promotions on Customer Retention" 41 (41): 281-292, 2004

      11 Zhang, J, "The Impact of an Item-Based Loyalty Program on Consumer Purchase Behavior" 49 (49): 50-65, 2012

      12 Kivetz, R., "The Goal-Gradient Hypothesis Resurrected : Purchase Acceleration, Illusionary Goal Progress, and Customer Retention" 43 (43): 39-58, 2006

      13 Anderson, E.W, "The Antecedents and Consequences of Customer Satisfaction for the Firm" 12 (12): 125-143, 1993

      14 Kim, B. -D., "Reward Programs and Tacit Collusion" 20 (20): 99-120, 2001

      15 Gupta, S., "Modeling Customer Lifetime Value" 9 (9): 139-155, 2006

      16 Chan, T. Y., "Measuring the Lifetime Value of Customers Acquired from Google Search Advertising" 30 (30): 837-850, 2011

      17 Kumar, V, "Measuring and maximizing customer equity : a critical analysis" 35 (35): 157-171, 2007

      18 Klemperer, P., "Markets with consumer switching costs" 102 (102): 376-394, 1987

      19 Yoo, S.J, "Marketing and the Evolution of Customer Equity of Frequently Purchased Brands" 2011

      20 Berger, P.D., "Marketing Actions and the Value of Customer Assets : A Framework for Customer Asset Management" 5 (5): 39-54, 2002

      21 Sharp, B., "Loyalty Programs and Their Impact on Repeat-Purchase Loyalty Patterns" 14 (14): 473-486, 1997

      22 Bijmolt, Tammo H. A., "Loyalty Programs : Generalizations on Their Adoption, Effectiveness and Design" 5 (5): 197-258, 2010

      23 Bick, Geoffrrey N. C., "Increasing shareholder value through building Customer and Brand Equity" 25 (25): 117-141, 2009

      24 Lee, Jonathan, "Incorporating word-of-mouth effects in estimating customer lifetime value" 14 (14): 29-39, 2006

      25 Bagchi, R, "Illusionary Progress in Loyalty Programs : Magnitudes, Reward Distances, and Step-Size Ambiguity" 37 (37): 888-901, 2011

      26 Wirtz, J., "How Effective Are Loyalty Reward Programs in Driving Share of Wallet?" 9 (9): 327-334, 2007

      27 Baird, N., "Getting Loyalty Programs Back To Loyalty" 1-29, 2007

      28 Drèze, X., "Feeling Superior :The Impact of Loyalty Program Structure on Consumers’ Perceptions of Status" 35 (35): 890-905, 2009

      29 Yi, Y.J., "Effects of Loyalty Programs on Value Perception, Program Loyalty, and Brand Loyalty" 31 (31): 229-240, 2003

      30 Koo, M, "Dynamics of selfregulation : How (un)accomplished goal actions affect motivation" 94 (94): 183-195, 2008

      31 Rust, R.T, "Driving Customer Equity : How Customer Lifetime Value is Reshaping Corporate Strategy" Free Press 2000

      32 Keh, H.T., "Do Reward Programs Build Loyalty for Services? The Moderating Effect of Satisfaction on Type and Timing of Rewards" 82 (82): 127-136, 2006

      33 Dowling, G., "Do Customer Loyalty Programs Really Work?" 38 (38): 71-82, 1997

      34 Furinto, A., "Designing competitive loyalty programs :How types of program affect customer equity" 17 (17): 307-319, 2009

      35 Allaway, A. W., "Deriving and exploring behavior segments within a retail loyalty card program" 40 (40): 1317-1339, 2006

      36 Fader, Peter S., "Customer-Base Analysis in a Discrete-Time Noncontractual Setting" 29 (29): 1086-1108, 2010

      37 Schmittlein, D.C, "Customer base analysis : An industrial purchase process application" 13 (13): 41-67, 1994

      38 Blattberg, R. C., "Customer Lifetime Value : Empirical Generalizations and Some Conceptual Questions" 23 (23): 157-168, 2009

      39 Fader, Peter S., "Counting Your Customers the Easy Way : An Alternative to the Pareto/NBD Model" 24 (24): 275-284, 2005

      40 Schmittlein, D. C., "Counting Your Customers : Who Are They and What Will They Do Next?" 33 (33): 1-24, 1987

      41 Frisou, J., "Consumer learning as a determinant of a multi-partner loyalty program’s effectiveness : A behavior and long-term perspective" 18 (18): 81-91, 2011

      42 Burnham, T. A., "Consumer Switching Costs : A Typology, Antecedents, and Consequences" 31 (31): 109-126, 2003

      43 Liu, Y., "Competing Loyalty Programs : Impact of Market Saturation, Market Share, and Category Expandability" 73 (73): 93-108, 2009

      44 Johnson, K., "Choosing the right program" 61 (61): 36-45, 1998

      45 Colombo, R, "A stochastic RFM model" 13 (13): 2-12, 1999

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