The Mutual Cause-Effect Relationships among Mileage Program, Selection Attributes, Overall Satisfaction and Brand Loyalty: Based on Beer Bars

김연선; 곽강희; 소국섭

The objective of this study is to examine the mutual cause-effect relationships among mileage program, selection attributes, overall satisfaction and brand loyalty in a beer bar. Based on literature review, the following hypotheses were proposed: H1. Selection attributes for beer bar will significantly influence overall satisfaction, H2. Overall satisfaction will significantly influence the brand loyalty, H3. Overall satisfaction plays as a mediating role between selection attributes and brand loyalty, H4. Overall satisfaction will be different by a reward method of mileage program, H5. Overall satisfaction will be different according to the number of times of rewarding. H6. Brand loyalty will be different depending on the perception of mileage program in a bar, H7. Brand loyalty will be different according to the performance of mileage program in a bar. As a result, effective mileage program was needed for beer bar. Futhermore, detailed information for suppliers to manage their own bars was implicated.핵심용어(Key words):선택속성(Selection attributes),마일리지 프로그램(Mileage program),전반적인 만족도(Overall satisfaction),브랜드 충성도(Brand loyalty).

KJC Korea
Journal Central

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