서비스 제휴 프로그램 만족도의 한ㆍ일 대학(원)생 소비자 비교 분석에 관한 연구

A Study on the Comparative Analysis of Difference between Korean and Japanese University(Graduate) Student Consumers on Service Affiliate Program Satisfaction

Many companies make active use of loyalty programs to improve their customers’ loyalty to the company. Loyalty programs are widely used in various industries and sectors, including oil, telecommunications, credit card, department stores, and internet shopping malls; their performance seems to be successful in building a positive relationship with customers. This study emphasizes the role of affiliate programs in creating loyalty, thereby helping companies to maintain their competitive advantage. To objectives of this study are to investigate which antecedent variables(affiliate program benefit<economic, psychological, social, value expression>, service company characteristic <reputation, differentiation, trust>, consumer characteristic<knowledge>) have significant effects on consumer perceived affiliate program satisfaction and to examine whether these factors have differences between Korean and Japanese consumers. The useful results will provide marketing strategy for marketers of service companies. The results also show that affiliate program is very important in order to maintain relationship with customers in service companies.