Recently, companies take a greater interest in cultural management for their sustainable business management and competitively carry out investment and support for it. Cultural management has become a trend of business management and many companies ca...
Recently, companies take a greater interest in cultural management for their sustainable business management and competitively carry out investment and support for it. Cultural management has become a trend of business management and many companies carry out cultural marketing as a major strategy of marketing. Business entity's aim of cultural marketing is to carry out smooth communications with consumers and increase their corporate values using such cultural contents as performances, movies and paintings. Among domestic business circles which carry out cultural marketing, a most active one seems to be credit card companies. In the actual scene of marketing in which many credit card companies, such as BC Card, Shinhan Card and Hyundai Card, severely compete each other, they try to increase practical effects of marketing using artistic/cultural contents. Comparing to traditional strategies of promotion, cultural marketing results in greater effects of marketing. In addition, if other business circles continuously carry out cultural marketing, cultural marketing has the potential of being grown up as a new market of contents. Although credit card company's cultural marketing reaches its peak for the present, many have questions about its effectiveness. With the recent governmental policy of decreasing the commission of credit cards, in particular, credit card company's profit is under pressure. In addition, with the advent of Fin Tech era based on such various systems of payment as Internet banking, Kakaopay and Samsung-pay, credit card company's profit is expected to have negative influence.
Under these circumstances, it seems to be hard to assure that credit card companies continuously carry out cultural marketing of which effects are difficult to measure. In this vein, it seems to be meaningful to test the effects of cultural marketing qualitatively and quantitatively. Therefore, this study tried to examine the type of cultural marketing, among various types of marketing, which was directly connected to credit card company's profit, via empirical analysis. In addition, this study looked into cultural marketing from the aspects of corporate brands which were connected to company's long-term growth and of customer loyalty in relation to the use of credit cards which was directly connected to the achievement of marketing.
The purpose of this study was to examine the effects of credit card company's types of cultural marketing on the attitude towards corporate brands and customer loyalty, and then work out basic data on the increase of practical effectiveness of artistic/cultural contents-utilized corporate marketing, in comparison with traditional strategies of promotion.
For this, the type of cultural marketing was classified into cultural promotion, cultural support and cultural enterprise, and a study model was established to examine the relationship between corporate brands, a qualitative factor, and customer loyalty (in relation to credit card sales), a quantitative factor.
In order to examine the effect of the type of cultural marketing on the attitude towards corporate brands and customer loyalty, focusing on domestic credit card companies, empirical analysis was carried out. Based on a questionnaire survey of 300 credit card/check card users who had the experience of credit card company's cultural benefits, company's types of cultural marketing, attitude towards corporate brands and customer loyalty were examined. And based on the results, the effect of the type of cultural marketing on the attitude towards corporate brands and customer loyalty was looked into. Based on empirical analysis, suggestions are presented as follows:
First, companies which carry out cultural marketing must decide its type of cultural marketing according to the aim of marketing. In this study, the type of cultural marketing had significant effect on the attitude towards corporate brands and customer loyalty. Therefore, it is necessary for a company to reconsider its operational strategy of cultural marketing. Since age and income had effects on the use frequency, use amount, maintenance rate and activation rate of credit cards, it is necessary to decide the type of cultural marketing by taking the target segment of marketing into account.
Second, in order to maintain or increase customer's positive attitude towards corporate brands, a credit card company must carry out cultural marketing continuously. Every type of cultural marketing seemed to have positive effects on brand images, acknowledgement and reliability and was expected to play an important role in the continuous increase of corporate values from a long-term perspective.
Third, in order to improve customer loyalty, such as the use frequency, use amount, maintenance rate and activation rate of credit cards, it is necessary for a credit card company to carry out cultural marketing continuously. Every type of cultural marketing had positive effects on the attitude towards corporate brands from the qualitative perspective as well as on customer loyalty, namely the use amount of credit cards, from a quantitative perspective.
Fourth, from the aspect of cultural enterprise and attitude towards corporate brands, the effects of cultural marketing were bigger in younger generations. Age had no significant effect on cultural enterprise according to the sub-variables of the type of cultural marketing, but it had statistically significant effects on general attitude towards corporate brands and its such sub-variables as brand images, brand acknowledgement and brand reliability.
This study examined the effects of the type of cultural marketing on corporate marketing from the aspect of corporate brands and customer loyalty focusing on domestic credit card companies which were severely competing each other. This study seems to be meaningful, in particular, in that it intensively examined the effects of the type of cultural marketing on customer's use of credit cards.
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