Browse

Process is What Matters: Effects of Nominal Value and Accumulation Trend on Consumer Loyalty toward Reward Program
명목 가치와 적립 경향성이 보상 프로그램에 대한 고객 충성도에 미치는 영향

Cited 0 time in Web of Science Cited 0 time in Scopus
Authors
박유진
Advisor
이유재
Major
경영학과
Issue Date
2012-02
Publisher
서울대학교 대학원
Description
학위논문 (석사)-- 서울대학교 대학원 : 경영학과, 2012. 2. 이유재.
Abstract
Existing research shows the effects of a mere existence of a medium on consumers attitude. Through a point accrual scenario study, the effect of nominal value of a medium on program loyalty and moderating role of point accumulation trend were examined. The results showed that nominal value of a medium and point accumulation trend affects loyalty towards a reward program. Consumers who received a medium with larger nominal value perceived a reward as more valuable than those who received a medium with smaller nominal value. Consumers preferred a reward program with increasing accumulation trend than that with decreasing trend.

Keywords: Medium, Nominal Value, Improvement Preference, Decision Making, Reward Program, Program Loyalty
Language
eng
URI
https://hdl.handle.net/10371/154493

http://dcollection.snu.ac.kr/jsp/common/DcLoOrgPer.jsp?sItemId=000000001066
Files in This Item:
There are no files associated with this item.
Appears in Collections:
College of Business Administration/Business School (경영대학/대학원)Dept. of Business Administration (경영학과)Theses (Master's Degree_경영학과)
  • mendeley

Items in S-Space are protected by copyright, with all rights reserved, unless otherwise indicated.

Browse