판매촉진이 점포 애호도에 미치는 영향

doi:10.36345/kacst.2008.26.4.012

본 연구에서는 판매촉진형태를 프랜차이즈형성 판촉과 비프랜차이즈형성 판촉으로 구분해서 각각이 점포 애호도에 미치는 영향을 알아보았다. 실증분석 결과에 의하면 다음과 같은 발견 사항들을 알아냈다. 첫째, 마일리지 프로그램 판매촉진과 같은 프랜차이즈 형성 판촉은 점포애호도 형성에 긍정적 영향을 미친다는 것을 알아냈다. 이것은 소비자가 프랜차이즈 형성 판촉을 선호할수록 구매시점에서 얻게 되는 경제적 이익보다는 지속적 관계를 유지해서 특정 점포에 대한 애호도가 형성된다는 것을 의미한다. 둘째, 쿠폰이나 사은품과 같은 비프랜차이즈 형성 판촉은 구매시점에서의 경제적 편익을 얻는데 긍정적 영향을 미친다는 것을 알아냈다. 이것은 소비자가 비프랜차이즈형성 판촉을 선호할수록 구매시점에서 얻게 되는 경제적 이익을 더 추구한다는 것을 의미한다. 끝으로, 비프랜차이즈형성 판촉도 점포애호도에 긍정적 영향을 미치는 것을 알아냈다. 이것은 비록 단기적 매출을 목적으로 주로 이용되는 비프랜차이즈형성 판촉도 지속적으로 사용하게 되면 점포애호도 구축에 긍정적으로 영향을 미친다는 것을 의미한다. 따라서 판매촉진이 갖고 있는 단기적 매출효과를 전략적으로 활용한다면 장기적으로 판매촉진이 고객 애호도를 구축하는데도 매우 중요한 역할을 담당하게 될 수 있다.

This study focused on understanding the role of sales promotion in consumer's store loyalty. This study divided the type of sales promotion into franchise-building sales promotion and nonfranchise-building sales promotion according to Belch and Belch's perspective (2007). With an analysis of type effects of sales promotion on the store loyalty, there were some findings as follows: First, the preference for franchise-building sales promotion influences on the store loyalty positively. Second, the preference for nonfranchsie-builing sales promotion influences on the immediate economic benefit positively. Finally, the preference for nonfranchise-builing sale promotion also influences on the store loyalty positively

프랜차이즈형성 판촉, 비프랜차이즈형성 판촉, 경제적 편익, 점포애호도
franchise-building sales promotion, nonfranchise-building sales promotion, store loyalty

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판매촉진이 점포 애호도에 미치는 영향
The Effects of Sales Promotions on Store Loyalty

판매촉진이 점포 애호도에 미치는 영향 The Effects of Sales Promotions on Store Loyalty

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판매촉진이 점포 애호도에 미치는 영향

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판매촉진이 점포 애호도에 미치는 영향
The Effects of Sales Promotions on Store Loyalty

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