온-오프라인 채널에서 운영하는 고객보상프로그램의 보상채널과 보상시점에 따른 효과 분석 -백화점과 온라인 종합몰을 중심으로-

박민정 ( Min Jung Park ) 한국의류학회 2013 한국의류학회지 Vol.37 No.4

The study examined the main effect of the reward channel and reward time of customer loyalty programs for on-offline shopping channels; in addition, it investigated the interaction effect of the reward channels and merchandise as well as the interaction effect of the reward time and merchandise. An online apparel shopping web experiment was conducted with a 2 (reward channel: online channel reward vs. offline chang-nel reward) ×2 (reward time: immediate vs. delayed) ×2 (merchandise: online channel product vs. offline channel products) between-subject factorial design. An online shopping channel was considered the core-shopping channel and a department store was considered the cross-shopping channel. Loyalty program value, core-channel loyalty and cross-channel loyalty were measured as dependent variables. A total of 845 shoppers (who had experiences in shopping in both channels) participated in the experiment. The results of the study revealed (1) the main effect of the reward channel on loyalty program value, core-channel loyalty and cross-channel loyalty [online>offline channel rewards], (2) the main effect of reward time on loyalty program value, core-channel loyalty and cross-channel loyalty [immediate>delayed reward], and (3) the interaction effect of the reward channel and merchandise on loyalty program value, core-channel loyalty, and cross-channel loyalty. (4) Finally the study found that loyalty program value affected cross-channel loyalty indirectly through core-channel loyalty. This study suggested diverse theoretical and managerial implications for multi-channel retailers.

옴니채널 상황에서 브랜드 충성도에 관한 연구: 카테고리 지식 조절변수

한상설 한국유통과학회 2017 유통과학연구 Vol.15 No.3

Purpose – The ICT development is affecting the consumer behaviors in selecting channel or distribution system. This study aims to advance the theory on the influence and interaction with omni-channel behaviors. Specifically, analyzing moderating variable is category knowledge that effect between propensity of brand loyalty and its precedence factor which is perceived difference, perceived value, authenticity and consumer-brand relationship. Research design, data, and methodology – The subject of this research is consumers who purchase goods in omni-channel situation. The hypothesis of this research is derived from the literature of the preceding research analysis on brand loyalty, omni-channel and consumer behaviors. This study have constructs that were defined operationally with reference to previous studies, and the research model was designed to figure out the structural relationship among perceived difference, perceived value, authenticity, consumer-brand relationship and brand loyalty. From 2016 Sept. 1 to Dec. 31, a questionnaire survey was performed targeting customers using omni-channel. 327 questionnaire survey had conducted. 316 survey data were used for empirical analysis except data that had missing and wrong value. AMOS(structural equation) was used to confirm the hypothesis which developed by researcher. Results – The results of this study are as follows. First, an authenticity has significant effect on brand loyalty. Second, in the omni-channel situation, but perceived differentiation, perceived value, consumer-brand relationship does not affect brand loyalty. According to this result, it is judged that it is easy to search for information in the situation of omni-channel and integrated decision making is done without distinction between channels. Third, category knowledge has moderating effect between brand loyalty and precedence factors. When the category knowledge level is low, preceding factors have a significant effect on brand loyalty. when the category knowledge level is high, the preceding factors did not have a significant effect on brand loyalty except the authenticity. Conclusions – This study finds out omni-channel’s phenomenon is different from other distribution channel phenomenon. In the situation of omni-channel, it is suggested that brand loyalty may be relatively low for a certain brand because it raises the knowledge level of the category. Then this study provides a managerial implications based on the role of the moderate effect on category knowledge, brand loyalty and omni-channel.

옴니채널 환경에서 고객경험이 리테일러 로열티 및 성과에 미치는 영향

이미아(Mi-ah Lee),이유재(Youjae Yi) 한국경영학회 2019 經營學硏究 Vol.48 No.1

The present study has investigated the conceptualization and dimensions of customer experience that can be applied to an omni-channel environment. Study 1 examined the dimensions of customer experience and validated their measurement, whereas study 2 compared the relative influences of these dimensions on omni-channel loyalty across the retail formats. The focus of the present study was on customer experience management, which is the strategic goal of retailers in omni-channel environments where various contact points are emerging between customers and businesses. The major findings of the study are as follows. First, the omni-channel customer experience consists of four dimensions: accessibility, personalization, convenience, and synchronization. Second, customer experience in the omni-channel environment appears to affect omni-channel loyalty and consequently customer relationship performance; omni-channel loyalty is found to mediate the relationship between customer experience and retailer performance. While personalization, convenience, and synchronization are important predictor variables of omnichannel loyalty, accessibility does not have a significant effect on loyalty. Third, the effects of personalization and convenience on omni-channel loyalty differ depending on the retail format. Specifically, personalization is an important antecedent of omni-channel loyalty for department stores, whereas convenience is an important antecedent of omni-channel loyalty for discount stores. The present study is meaningful in that it has extended the traditional single-channel customer experience and loyalty to an emerging omni-channel environment. The study provides useful insights on what dimensions of customer experience can help enhance loyalty toward retailers in an omni-channel environment. Therefore, this study will help retailers formulate effective channel strategies in a competitive environment where the switching barriers between channels are lowering.

여행상품 온라인 유통채널 인식에 따른 채널만족, 채널신뢰 및 채널충성도에 미치는 영향에 관한 연구

송기문 ( Gimoon Song ),박희일 ( Heeil Park ) 관광경영학회 2019 관광경영연구 Vol.87 No.-

A Study on the effects of travel product distribution channels perception on channel satisfaction, channel reliability and channel loyalty. The investigator built a theoretical system about the perceptions of travel product distribution channels and channel satisfaction, reliability and loyalty by reviewing previous studies, established a model by reviewing causal relations among the variables and set total five hypotheses accordingly. In an effort to test the hypotheses, the investigator conducted a survey with tourists that had an experience with purchasing an overseas travel product via various distribution channels at the International Terminal of the Incheon International Airport on September 1~30, 2017. The study measured relations between the perceptions of travel product distribution channels and channel satisfaction and found that three consumer perceptions of such channels, which were economy, convenience, and service, had significant effects on their channel satisfaction. The study measured relations between consumer perceptions of such distribution channels and their channel reliability and found that their perceptions of economy had no significant effects on their trust in the personnel and travel products. As for relations between channel satisfaction and reliability, channel satisfaction had significant impacts on channel reliability and also channel loyalty. There were significant influential relations between channel reliability and loyalty, but brand reliability did not have any significant influences on word of mouth intention. The findings are expected to provide important directions and meaningful implications for marketing strategies highlighting the characteristics of each travel product distribution channel according to the travel product distribution channels of travel agencies and serve as basic data for follow-up study.

런던올림픽 미디어스포츠 시청자의 SNS공유성과 채널몰입, 채널전환의도 및 채널충성도 간의 관계

황영찬 ( Young Chan Hwang ),김용만 ( Yong Man Kim ),김세윤 ( Se Yun Kim ) 한국스포츠산업경영학회 2014 한국스포츠산업경영학회지 Vol.19 No.1

이 연구의 목적은 미디어스포츠 시청자들의 SNS를 이용한 시청경험의 변화와 채널충성도의 관계를 규명하는 데 있다. 구체적으로 올림픽 시청자들이 텔레비전으로 스포츠 중계방송을 시청하면서 소셜미디어를 이용한 SNS 공유성과 채널몰입, 채널전환의도 그리고 채널충성도간의 관계를 구조방정식 모형을 통해 규명하였다. 연구의 목적을 달성하기 위해 수도권에 소재한 4년제 대학교에 재학 중인 학생들 중에서 런던올림픽을 TV로 시청하면서 SNS를 사용한 경험이 있는 600명을 대상으로 설문 조사를 실시하였다. 표집방법은 편의표본추출법(Convenience Sampling Method)으로 하였으며, 설문지 응답은 자기평가기입법 (Self-Administration)을 사용하였다. 회수된 설문지 중 응답 내용이 부실하거나 미기입, 중복기입 또는 전반적으로 신뢰도가 없다고 판단되는 40부를 분석대상에서 제외시키고 분석이 가능한 자료 560부를 최종 유효 표본으로 선정하였다. 자료처리는 SPSS Ver. 19.0과 AMOS 18.0을 활용하여 모형의 적합도를 확인한 후 개별 가설들을 검증하였다. 연구가설을 중심으로 다음과 같은 연구결과를 도출하였다. 첫째, 미디어스포츠 수용자간 SNS공유성은 채널몰입에 유의한 영향을 미치는 것으로 나타났다. 둘째, 미디어스포츠 수용자간 SNS공유성은 채널전환의도에 부(-)의 영향을 미치는 것으로 나타났다. 셋째, 미디어스포츠 수용자간 SNS공유성은 채널충성도에 유의한 영향을 미치는 것으로 나타났다. 넷째, 미디어스포츠 수용자의 채널몰입은 채널전환 의도에 부(-)의 영향을 미치는 것으로 나타났다. 다섯째, 미디어스포츠 수용자의 채널몰입은 채널충성도에 유의한 영향을 미치는 것으로 나타났다. 여섯째, 미디어스포츠 수용자의 채널전환의도는 채널충성도에 부(-)의 영향을 미치는 것으로 나타났다. 이상의 연구 결과를 종합해 보면 미디어스포츠 수용자간 SNS공유성은 채널몰입을 통해 채널충성도에 영향을 미치고, 채널전환 의도에 부(-)적 영향을 미치며, 채널전환의도는 채널충성도에 부(-)적 영향을 미친다는 것을 알 수 있다. The purpose of this study was to examine relationships between the change of London 2012 Olympic Games viewers`` watching experience and their channel loyalty. In particular, this study attempted to analyze relationships among SNS sharing, channel commitment, channel switching intention, and channel loyalty that viewers experienced during London 2012 Olympic Games by using a structural equation model. To achieve the purpose, this study was conducted a self-administered paper and pencil survey with convenience sampling. The data were collected from 600 students enrolled in universities located in Seoul metropolitan area. However, 40 respondents were excluded from analysis mostly due to incomplete questionnaires and same rating for all items. Thus, 560 questionaries were finally utilized for the data analysis. The data were analyzed by using SPSS 19 for descriptive analysis and AMOS 18 for confirmatory factor analysis and structural equation modeling to test the goodness-of-fit of the proposed model and each hypothesis. The results indicated that (1) SNS sharing had a significant influence on channel commitment, (2) SNS sharing was negatively associated with channel switching intention, (3) SNS sharing was positively related to channel loyalty, (4) channel commitment was negatively associated with channel switching intention, (5) channel commitment was positively related to channel loyalty, and (6) channel switching intention was negatively associated with channel loyalty. The strategic implication of the results and possible direction for future study were discussed.

거래비용분석(Transaction Cost Analysis)관점에서 채널애호도 선행변수에 관한 연구 :온라인 여행상품을 중심으로

임성택,김정만 한국관광학회 2006 관광학연구 Vol.30 No.5

The purpose of this paper is to conceptualize, develop and validate independent variables that result in consumers' satisfaction, preference and loyalty for the tourism online channel. I examine antecedents of consumers' satisfaction, preference and loyalty toward e-commerce channel, utilizing Transaction Cost Analysis (TCA) as the lens to examine online consumers' satisfaction,preferenceand channel loyalty. The study found that TCA components - asset specificity, uncertainty and frequency -are important in forming consumers' attitude and satisfaction with online channel. Only uncertainty is formed to be significant determinant of channel preference in TCA components. The results of the survey on 220 consumers revealed that asset specificity, uncertainty and frequency are key determinants of consumers' loyalty assessed by their satisfaction with the EC channel. Lastly, applications and related limitations are discussed.

PSAs가 방송사 채널 이미지 및 채널 충성도에 미치는 영향 광주MBC의 무등산을 사랑하자 캠페인을 중심으로

최양호 ( Yang Ho Choi ),김봉철 ( Bong Chul Kim ),최명일 ( Myung Il Choi ),김유미 ( Yu Mi Kim ) 한국PR학회 2011 PR연구 Vol.15 No.1

Under multimedia and multichannel environment, TV stations have a lot of interests in building channel brand. Public service announcements(PSAs) have long been a staple of the public service programming that broadcasters provide their viewers. The purpose of this study is to empirically test the influences of PSAs(public service announcements) on channel brand image and loyalty, for which local MBC`s public service announcements(PSAs) of ``Love Moodung Mountain Campaign`` has been used. The study found significantly positive influences of PSAs on channel brand image and channel brand loyalty. When PSAs exposure level has been examined, no channel brand image difference has been found between high exposure group and low exposure group. As for channel loyalty, however, high exposure PSAs groups had greater influ-ences than low exposure PSAs groups. When influences of channel brand image on channel brand loyalty has been examined, low exposure PSAs groups had greater influences than high exposure PSAs groups. The findings suggested that broadcasters need to include PSAs in their public service programming for building higher channel brand loyalty and public interest.

옴니 채널에서 오프라인 채널과 모바일 채널의 서비스 경험이 브랜드 충성도에 미치는 영향: 커피 전문점을 중심으로

김병수,김대길 한국지식경영학회 2022 지식경영연구 Vol.23 No.1

Omni-channel enables businesses to provide a seamless customer experience by organically integrating data from multiple channels. Customers have increasingly used mobile applications to place orders and make payments in offline stores. In such context, this study investigated the effects of customer experiences on brand loyalty via offline and mobile channels. Additionally, it examined the role of habit in establishing brand loyalty in a daily service environment. This study confirmed the importance of functional, human, and mechanical cues on perceived value in the offline channel. Additionally, differences in the influence of customer experiences via offline and mobile channels on brand loyalty were examined at based on the age and gender. The research model was empirically validated using survey data collected from 365 customers who visit coffee chains via mobile applications. The analysis results found that both perceived value of offline stores and loyalty to mobile applications have a significant effect on brand loyalty. Habit plays another critical role in enhancing brand loyalty. The findings of this study help service providers better understanding of the formation mechanism of brand loyalty in the context of omni channel and will be able to develop more effective marketing and operations strategies.

글로벌 브랜드 소비행동에 대한 소비자 옴니채널 성향에 관한 연구

박승환(Seung-Hwan Park),한상설(Sang-Seol Han) 한국무역연구원 2018 무역연구 Vol.14 No.2

Omni-channel is a new marketing trend that enables convenience and reasonable consumption with the development of ICT technology. Omni-channel is emerging as a issue not only for purchase behavior of consumers but also for companies that need to manage channels in an integrated manner. Today, with the globalization, many more products are being offered and exchanged. In this study, we investigate the influencing factors of consumer propensity to omni-channels. and the effect of omni-channel propensity on global brand loyalty. Selected independent variables included alternative attractiveness, price consciousness, expectancy of word-of-mouth information and antecedent knowledge of category. Empirical analysis was conducted through questionnaires. The study subjects were selected to have experience of purchasing global brands within 3 months. Results revealed that alternative attractiveness, price consciousness and expectancy of word of mouth have a positive influence on consumer omni-channel propensity. The pre-knowledge of the category showed a negative influence on consumer omni-channel propensity. On the other hand, global brand purchasing behavior, high omni-channels lowered brand loyalty. Through future research, there is a need to find out the cause of customers’ omni-channel tendency and situation as well as determine how to improve brand loyalty and induce long-term customer relationships though omni-channels.

TV 채널 이미지가 채널 충성도에 미치는 영향 분석

이수범 ( Soobum Lee ) 인천대학교 사회과학연구원 2017 사회과학연구 Vol.10 No.2

이 연구의 목적은 채널의 브랜드 이미지가 채널 충성도에 미치는 영향을 분석하는 것이다. 이를 위해 본 연구에서는 선호, 독특함, 장점, 재미, 진지 등 8가지 측정 아이템과 기존 연구에서 차용한 아이템들을 결합해서 채널 브랜드 이미지의 새로운 측정도구를 제안하고, 이를 통해 채널 이미지와 관련된 기존 연구의 한계점들을 극복하려는 시도를 하였다. 본 연구는 전술한 측정 도구를 이용해서 한국의 5대 TV 채널의 이미지를 측정한 후 그러한 이미지가 채널 충성도에 미치는 잠재적 영향을 단계적 회귀분석을 통해 분석하였다. 분석 결과 브랜드 연상 관련 요인 중에서는 선호와 강점이, 그리고 브랜드 개성 관련 요인 중에서는 재미, 능숙, 세련됨 세 요인이 충성도를 결정하는 유의미한 요인으로 드러났다. The purpose of this research is to determine how a channel’s brand image can affect channel loyalty. To this end, this study develops a new channel brand image measurement tool which consists of 8 items (favorability, uniqueness, strength, excitement, sincerity, competence, sophistication, and ruggedness) and combines previous measurement indices in order to overcome the limitations of previous research related to this topic. The study uses the index to measure the image of 5 broadcasting channels in Korea before testing how the results affected channel loyalty through a stepwise multiple regression analysis. As a result, this study found that, in terms of brand associations, favorability and strength influenced channel loyalty while, in terms of brand personality, excitement, competence, and sophistication affected channel loyalty.