AHP를 활용한 연합 로열티 프로그램 핵심요인의 우선순위 분석 = Prioritizing Critical Success Factors of Coalition Loyalty Programs Using Analytical Hierarchy Process (AHP)

다국어 초록 (Multilingual Abstract)

Purpose With the growing importance of customer loyalty in sustainable corporate growth, coalition loyalty programs have emerged as a strategic mechanism to enhance customer retention and engagement. This study aims to identify and prioritize the critical success factors of coalition loyalty programs, thereby offering insights to guide program design and management.


Design/methodology/approach A comprehensive literature review and business case analysis were conducted to derive potential success factors. These factors were then evaluated using the Analytic Hierarchy Process (AHP) to assess their relative importance. Data were collected from users of coalition loyalty programs, and consistency checks were performed to ensure the validity of responses.


Findings The results reveals that “Rewards and Benefits” constitute the most critical factor, followed by “Point Partnerships,” “Mobile App Features,” and “Membership Tier Systems.” Among sub-factors, “Point-based Rewards” was identified as the most influential, highlighting the importance of providing tangible and attractive benefits. Furthermore, “Point Redemption Partnerships” emerged as a vital driver of customer loyalty, underscoring the strategic role of external brand collaborations. While mobile app features enhance user experience, their relative importance was lower than rewards and partnerships. The study thus provides practical guidance for firms seeking to improve the effectiveness of coalition loyalty programs.

다국어 초록 (Multilingual Abstract)

Purpose With the growing importance of customer loyalty in sustainable corporate growth, coalition loyalty programs have emerged as a strategic mechanism to enhance customer retention and engagement. This study aims to identify and prioritize the critical success factors of coalition loyalty programs, thereby offering insights to guide program design and management.




Design/methodology/approach A comprehensive literature review and business case analysis were conducted to derive potential success factors. These factors were then evaluated using the Analytic Hierarchy Process (AHP) to assess their relative importance. Data were collected from users of coalition loyalty programs, and consistency checks were performed to ensure the validity of responses.




Findings The results reveals that “Rewards and Benefits” constitute the most critical factor, followed by “Point Partnerships,” “Mobile App Features,” and “Membership Tier Systems.” Among sub-factors, “Point-based Rewards” was identified as the most influential, highlighting the importance of providing tangible and attractive benefits. Furthermore, “Point Redemption Partnerships” emerged as a vital driver of customer loyalty, underscoring the strategic role of external brand collaborations. While mobile app features enhance user experience, their relative importance was lower than rewards and partnerships. The study thus provides practical guidance for firms seeking to improve the effectiveness of coalition loyalty programs.