패밀리 레스토랑의 고객충성도에 따른 고객세분화에 관한 연구

Customer Segmentation by Dimensions of Customer Loyalty in Family Restaurants: Focused on the Cross-Classification of Behavioral Loyalty and Attitudinal Loyalty

The effectiveness of loyalty programs is often gauged only by the level of repeated patronage but repeated purchases do not necessarily indicate “trueloyalty”. The objectives of this study are to distinguish between truly loyal customers and those who merely appear to be loyal by cross-classification of behavioral loyalty as well as attitudinal loyalty and to examine the antecedents and consequences of different types of loyalty. 262 valid cases from Family Restaurant customers were classified into 4 segments; ‘True Loyal’(88 cases), ‘Latent Loyal’(37 cases), ‘Spurious Loyal’(46 cases) and ‘Low Loyal’(91 cases). Then in order to determine the differences of antecedents (satisfaction and switching cost) and consequences (word of mouth and cooperation) among 4 loyalty segments, ANOVA with post-hoc Scheffe test was conducted. The result indicates that ‘True Loyal’ with high levels of both behavioral and attitudinal loyalty were significantly different from the others in terms of satisfaction, switching cost, word of mouth and cooperation. Moreover it is remarkable that ‘Spurious Loyal’ was significantly negative than ‘Latent Loyal’ in terms of satisfaction, word of mouth and cooperation.