보상물의 순효과 증대를 위한 보상물 제공시점 및 유형 선정기준에 관한 연구: 브랜드 명성의 역할 중심으로 (How to Decide Reward Timing and Reward Type to Increase the Net Effect of Rewards: The Moderating Effect of Brand Reputation)

서지정보

· 발행기관 : 한국마케팅학회
· 수록지 정보 : 마케팅연구 / 25권 / 3호 / 193 ~ 211페이지
· 저자명 : 이승연

초록

로열티 프로그램에서 제공되고 있는 보상물은 고객확보를 위한 판매촉진 수단으로 점차 각광 받고 있어 기업체의 입장이 반영된 효율적인 보상물 선정에 관한 연구의 필요성이 대두되고 있다. 기존 연구에서 보상물의 효과를 상승시키기 위해 선택해야 할 보상물의 제공시점 및 유형에 대하여 언급하고 있으나, 기업체는 상황에 따라 보상물의 제공시점 및 유형에 대해 가장 효과적이라고 기존 연구에서 주장하는 조합이 아닌 다른 조합을 선택하기도 한다. 이는 기업체의 마케팅목표를 위하여 또는 기업체의 비용구조상의 이유로 특정 제공시점 또는 특정 유형을 선택하고자 하는 경우가 발생하기 때문이다. 이 때 기업이 보유한 브랜드의 명성을 고려하게 되면, 보다 효과적으로 로열티 프로그램을 실행할 수 있음을 제안하고자 한다.
본 연구 결과를 통해, 즉각적 시점의 보상물을 제공해야 할 경우는 자사 브랜드 명성을 고려하여 보상물의 유형을 결정하여야 하고, 지연적 시점의 보상물을 제공해야 할 경우는 브랜드 명성에 상관없이 기업의 비용구조상 유리한 보상물의 유형을 선택해도 무관함을 알 수 있었다. 또한 직접적 유형의 보상물을 제공해야 할 경우는 자사 브랜드 명성을 고려하여 보상물의 제공시점을 결정하여야 하고, 간접적 유형의 보상물을 제공할 경우는 브랜드 명성에 상관없이 기업의 마케팅목표에 유리한 보상물의 제공시점을 선택해도 무관함을 발견 할 수 있었다.
본 연구는 로열티 프로그램으로 제공되는 보상물의 객관적 가치를 밝히는 것 뿐 아니라 기업입장에서 누릴 수 있는 순효과를 고려한 보상물 제공시점 및 유형 선정에 대한 의사결정기준을 제시하였다. 이로써 본 연구는 실무적으로는 기업체의 보다 효율적인 예산 집행에 기여하고 학문적으로는 차별적인 로열티 프로그램의 효과를 발생케 하는 요인을 밝힘으로써 로열티 프로그램 연구의 발전에 기여하리라 기대된다.

영어초록

It is essential to research on the effect of rewards since reward of loyalty program is currently seen as a comparative edge of marketing activities. Companies choose many other varieties of reward combinations for reward types and timing after the previous researches presented and specified certain types and timing of rewards to enhance the effect of rewards. Companies tend to pursue their specifically own type or timing of rewards since they need to meet their internal marketing goal or sometimes try to save expenses. This research suggests how rewards of loyalty programs can be efficiently managed by considering the moderating effect of the brand reputation. This research is to show the criteria for the reward offering and shows the hypotheses of : (1) The main effect of reward timing and type to the reward evaluation, (2) the moderating effect of brand reputations to the main effect, (3) the interaction effect between reward timing and reward type, (4) the moderating effect of brand reputation to the interaction effect.
This research adopts the 2x2x2 factorial design of reward types (direct, indirect), reward timing(immediate, delayed), and brand reputation (high, low). Further, dependent variable takes reward evaluation in order to prove the effects of reward. Experimental materials takes the coffee coupon that is the common loyalty program in the coffee retailers with high frequency of customers’ visit. 8 stimulant coupons based on the reward type, timing, and brand reputation were created. 8 scenarios of reward type (direct, indirect), timing (immediate, delayed), and brand reputation (high, low) were responded by approximately 40 participants per each scenario. There were some outliers of respondents, exchange students, that were left out. Thus total 342 respondents were analyzed in this outcome.
The outcomes of hypothesis testing and the implication of this research were summarized here. The main effect of reward timing and types to the customers’ evaluation was observed in line with that of Rothschild and Gaidis(1981). As reward timing is more delayed and type is more indirect, customers’ evaluation of reward decreases. The implications from the result of the moderating effect of brand reputation to the main effect was experimented is that if brand reputation is high enough, immediate or delayed timing of reward does not have differences. However, if the brand reputation is low delayed reward timing should be avoided. Hence, if a company needs to offer rewards in delayed timing it should want to promote for the products with higher brand reputation. On the other hand, if the brand reputation is high enough direct or indirect type of rewards does not have differences as we observed on the timing decision. However if the brand reputation is low, companies might avoid the indirect type of reward. Thus, if there is some obtainable indirect type of rewards at a low cost the company should focus this reward type on the highly reputed brands in order to increase the net effect of rewards.
The implications of the interaction effect that affect the customers’ rewards evaluation between reward timing and reward type are that if companies are required to offer the rewards in delayed timing, they may take the rewards at the lowest cost regardless of direct or indirect type, and if companies are required to offer rewards immediately, direct reward type will be more beneficial (on condition that direct and indirect type has no cost differences) Also if companies are in a good position to obtain indirect type of rewards at a lower cost, immediate timing or delayed timing decision should be depending upon the company’s strategic goal of marketing, and if companies can obtain direct type of rewards at a lower cost, immediate timing of rewards will be more effective.
This research reached the main conclusion by observing the brand reputation’s moderating effect on the interaction effects. In terms of reward timing, when a company wants to offer an immediate reward, reward type should be decided by considering the level of brand reputation. That is, if brand reputation is high, immediate reward can be chosen with any type of rewards. However, if the brand reputation is comparatively low, direct type of reward will be more effective. While it will be good for the delayed rewards to choose any type of rewards taking an advantage of expense savings regardless of brand reputation. In terms of reward types, direct type of rewards should take into account brand reputation when deciding the timing. If the brand reputation is high, there will be no restriction of offering timing of direct rewards. However If the brand reputation is comparatively low, immediate timing of rewards will be more effective. While indirect type of rewards can select any timing according to the company’s marketing goal regardless of the brand reputation.
This research presents the decision criteria to select the reward type and timing considering company's net effect as well as suggesting objectively value of rewards. Thus, this research will practically contribute to the companies' efficient budgeting of the reward planning as well as academically support the loyalty program researches on the effects of differential loyalty program.

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