재방문 의도에 대한 레스토랑 유형별 보상시기와 비 현금성 보상물 유형의 상호작용효과에 관한 연구

다국어 초록 (Multilingual Abstract)

Over the past few years, customer relationship management and loyalty programs have been widely adopted by companies and have received a great deal of attention from marketers, consultants, and to a lesser degree, academics. In this situation, the purpose of this research is to identify the concept of customer reward program and loyalty program in the restaurant industry and examine the effects of three variables; type (direct vs. indirect) and timing (immediate vs. accumulate) of rewards in two restaurant types (casual dinning restaurant vs. fast-food restaurant). The findings of this study provide valuable insights to help managers design their reward programs. It is vital for firms to offer customers the correct type of reward programs than to waste resources on an ineffective reward. Especially, the service organization must be clear in its objective when offering reward programs. In order to test this research framework, a 2 x 2 x 2 completely randomized, factorial design was used. The type of rewards, timing of reward and service organization are designed as between-subjects variables.

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