초록 열기/닫기 버튼
Purpose: This research examined the leverage effect of customer asset that have yet to be found in the domestic and foreign research, while finding the logical differences on the existing researches. Research design, data, and methodology: Based on theoretical background of previous research, This study analyzed sales promotion toward the financial performance and find out the moderating role of customer equity. This study also has been used customer satisfaction index and real data of the samples of 10 companies operating in Korean distribution market. Methodologically, Simple & hierarchical regression models have been used to test hypotheses. Results: First hypothesis revealed that evidences of relationship between sales promotion and financial performance partially exists. Second hypothesis proved that customer assets have a direct effect upon financial performance. Through third hypothesis, moderating role of customer assets was shown to be somewhat less significant. Conclusions: It seems that Korean big distributors have been built financial asset in the short term through sales promotion. It could be considered that the domestic distributors should’ve made more effort to build marketing capabilities for customer acquisition and retention. In addition, Customer equity is very important for creating of firm value. It means that customer equity could leverage marketing activities for financial performance in the long term perspective.
