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고객보상프로그램 사용행동과 신용카드 성과지표에 관한 실증분석
이석규(Lee, Suke Kyu),김두룡(Kim, Doo Ryong),문철우(Moon, Chul Woo) 한국소비문화학회 2011 소비문화연구 Vol.14 No.4
With market environment rapidly changing and client's need ever diversify, this study investigated the interest of marketers and scholars centers on the relationship between the reward program and the credit card usage behaviors. The reward program is a kind of marketing program that is implemented at various companies, ranging from credit card, gas to telecommunication companies. Among the companies, credit card companies are competing each other to acquire and maintain the loyal customers by focusing their marketing activities on the reward program in particular. This study shows that the increase of cash service or loan limit rather than passive marketing restricting reward (point) consumption are highly recommended for those client who use credit card reward (point). Additionally, inducing clients to use accumulated reward (point) proactively will lead not only to sales increase but also to customer retention and maximization of cross selling. Consequently, this study brought a momentum to pursue a variety of marketing activities toward reward usage pattern linked with the performance index in credit card industry. The theoretical and practical implications of this study were suggested and the limitations and future research were also discussed.
KCI
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