This study examines the determinants of the member customer’s decision of redeeming versus accumulating loyalty program (LP) points by focusing on the effects of the different channels of transaction (online versus offline) and the demographic information of member customers. Our study is based on customer-level demographic and transaction data on a major partnership LP in Korea, the OK Cashbag (OCB) program. This study differs from the existing literature in three aspects. First, the dataset employed for this study enables us to compare member customers’ point redemption behavior between online and offline channels, whereas previous studies demonstrate coupon redemption behavior either in an online (Chiou-Wei and Inman 2008) or an offline setting (e.g., Cronovich 1997; Kwon and Kwon 2007; Mittal 1994; Reibstein and Traver 1982; Ward and Davis 1978). Second, the current study investigates not only the main effects of demographic variables, but also a series of interaction effects between the online channel and each demographic variable. Clear empirical evidence of an interaction effect would provide an LP provider with significant managerial implications. Third, rich data on customers’ transaction behavior with matching demographic information for each member customer enable us to conduct both transaction-level and individual customer-level analyses. Therefore, an individual customer’s transaction behavior can be analyzed in more detail for robust results and richer implications. We find that transactions that occur through online channels and those made by younger customers demonstrate a greater tendency of redeeming LP points as opposed to accumulating them. We also find that online channels exhibit a moderating role by mitigating the demographic effects on member customers’ point redemption behavior. These findings allow the LP provider to predict the future LP point balance by analyzing its main channel of transaction and the demographic profiles of its member customers.

This study investigates the factors that influence brand loyalty in the airline industry. A survey using a sample of 106 travelers was conducted. Results of statistical analysis show that the influence of perceived quality and brand association on brand loyalty was mediated by brand equity. Brand satisfaction and perceived value were also found to have a direct influence on brand loyalty. The research findings provide valuable information for marketers, academics and practitioners for investigating brand loyalty of customers.

The purpose of this study is to identify the determinants of store loyalty for the Internet fashion shopping malls. As determinants, this study included self-image, perceived risk, and conformity. This study hypothesized that positive self-image influences the Internet fashion shopping mall loyalty through perceived risk and conformity. Regarding the relationship between perceived risk and conformity, this study hypothesized that perceived risk positively influences conformity. Using convenience sampling method, data were gathered by surveying university students living in Seoul. Two hundred forty four questionnaires were used in the statistical analysis, and factor analysis and path analysis were conducted using structural equation modeling in analyzing data. The results showed that positive self-image significantly influenced the internet fashion shopping mall loyalty indirectly by influencing perceived risk. The results also showed that perceived risk positively influenced conformity which positively influenced the internet fashion shopping mall loyalty.

The research aims to investigate the impact levels of determinants on the loyalty of accountants to FDI firms underlying investment management in Thanglong Industrial Park in Hanoi, Vietnam. We conducted a questionnaire consisting of 31 observation variables with a 5-point Likert scale. Independent variables were measured from 1 “without effect” to 5 “strongly”. The method of data collection was done through the survey and subjects are accountants in FDI firms doing business in Thanglong Industrial Park in Hanoi. After checking the information on the votes, there are 120 questionnaires with full information for data entry and analysis, This study employs Cronbach‟s Alpha test, and regression model. The results show that seven determinants including Working environment, The characteristics of working; Training, promotion prospects and development; Income, Personal characteristic, Collective work together and The method of leading had positive relationships with the loyalty of accountants. Based on the findings, some recommendations are given related to such determinants to improve the loyalty of accountants of FDI firms in general and FDI firms in Thanglong Industrial Park in Hanoi in particular. With which, those firms can enhance performance, reduce financial strain, saving on investment in the recruiting process of new staff, increase profitability to ensure investment management.