This study analyzed what premium features significantly affect customer satisfaction and their recommendation, and what factors significantly affect product attributes. In the process, first, the loyalty program and the customer compensation program were studied to determine the impact of the customer satisfaction and recommendation. The study analyzed that quality and design of product properties had significant effects on all factors, but the brand was not significantly affected. Second, while superiority, differentiation and scarcity of luxury items are significant to customer satisfaction but superiority is only significant in relation to recommendation intention. Third, the preceding study shows that the customer compensation program has a significant impact on sales growth, but the study found that it was not for imported luxury car customers. Fourth, if the royalties program is low in awareness, it has been analyzed that the scarcity and customer satisfaction relationships among luxury goods have been adjusted. On the contrary, if there is a high level of awareness, it is analyzed that there is a control effect customer satisfaction and differentiation among luxury brands. In the conclusion, in order to satisfy customers at the import luxury car market, the differentiation of luxury goods by standard index must be strengthened and the brand must be strengthened among the attributes of the product. In addition, by raising awareness of the royalties program, the relationship between differentiation and customer satisfaction can be enhanced.

1. 서 론
 2. 이론적 배경
  2.1 명품과 명품성의 정의
  2.2 고객만족의 정의
  2.3 추전의향의 정의
 3. 연구모형 및 가설설정
  3.1 제품속성이 명품성에 미치는 영향
  3.2 명품성이 고객만족과 추천의향에 미치는 영향
  3.3 고객만족이 추천의향에 미치는 영향
  3.4 고객 보상 프로그램과 로열티 프로그램이고객만족과 추천의향에 미치는 영향
 4. 자료 수집 및 분석도구
 5. 실증 분석
  5.1 자료의 수집과 인구통계학적 특성
  5.2 측정모형의 신뢰성 및 타당성 분석
  5.3 가설검증 결과
 6. 연구의 결과 및 시사점
  6.1 연구 요약 및 시사점
  6.2 연구의 한계점 및 향후 연구방향
 References

• Soo Young Choi(Hanyang University, Graduate School of Business, Kolon Automotive) | 최수영
• Keun Young Park(Whips Inc., Technical valuation center, a senior fellow) | 박근영
• Hyun-Soo Han(Hanyang University, Business School) | 한현수 Corresponding Author