쿠폰 이용성향에 따른 외식업체 쿠폰유형이 쿠폰 매력도 및 쿠폰 상환의도에 미치는 영향에 관한 연구

• 영문명: Effects of Coupon Types and Brand Familiarity of a Restaurant chain on Coupon Redemption Intention and Revisit Intention
• 발행기관: 한국외식경영학회
• 저자명: 김태희(Kim Tae Hee) 남자숙(Nam Ja Sook) 장여진(Jang Yea Jin)
• 간행물 정보: 『외식경영연구』9권 1호, 217~235쪽, 전체 19쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2006.03.31

영문 초록

The purpose of the study is to identify the coupon type that consumers most prefer, among coupon types, and to investigate consumers' coupon redemption rate and coupon attractiveness to coupon proneness. In this study, freshmen and sophomores in the 2-year colleges and the universities located in Seoul and Kyoungi province were sampled by convenience sampling, and surveyed about 3 coupon types(free meal, discount rate, discount price) with totally 450 copies randomly distributed. As a result, redemption intention based on coupon use propensity was that, the higher coupon use propensity was, the higher coupon redemption intention, regardless of coupon types. Redemption intention by coupon types was the highest in free meal coupons, but customers who had strong propensity to coupon use and higher coupon attractiveness had higher coupon redemption intention, regardless of coupon types. These findings of the study suggested that, in order to maximize the effects by redemption rate and minimize burden of cost when promoting the coupons, it is important to make such a marketing strategy that targets the customers who have strong propensity to coupon use.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 고찰

Ⅲ. 연구방법

Ⅳ. 결과분석

Ⅴ. 결론

참고문헌

키워드

Coupon Proneness Coupon type Coupon redemption Coupon attractiveness Restaurant chain