Is It My Luck or Loyalty? The Role of Culture on Customer Preferences for Loyalty Reward Types
研究比较了韩国和美国乘客对运气型与忠诚型奖励的反应，发现韩国人对抽奖式奖励的忠诚度更高，而美国人无差异，自我建构解释了文化差异。
Travel companies execute loyalty reward programs to enhance customer retention and loyalty. However, research examining customer loyalty in a cross-cultural setting is scant. To bridge that gap, this study examines the joint effects of reward type (luck-based vs. loyalty-based) and culture (Western vs. East Asian) on behavioral loyalty in the airline context. In this study, South Koreans showed significantly higher levels of behavioral loyalty when the reward was framed as a “lucky draw.” On the other hand, Americans did not differ in their behavioral loyalty across the two types of rewards. Moreover, self-construal accounts for the relationship between culture and behavioral loyalty. The findings of this study indicate that practitioners in the travel industry can leverage their target customers’ cultural orientation when designing their loyalty reward program.