Measuring of Coupon Responses on Repurchase Intentions in Casual Dinning Restaurants

As a tool of promoting customer's service value, coupons have been found to be effective tools in influencing sales and customer counts at the store level in service industries. As the variety and frequency of couponing promotion, by e-mailing or conventional direct mailing and coupon drops to customers are widely increased in repurchasing services in restaurants, coupons turn to be the powerful promotion tool to attract them to restaurants. Coupons are widely used in service establishments, however, rather little is known as to whether consumer response to coupons is the same for service repurchases as it is for specific food items and services repurchase in their restaurants. This study is to examine the impact of couponing promotion to customers' repurchase intentions in casual dining restaurant industry. On-site self-administered questionnaire surveys in the area of downtown were used to gather data in several middle and up-scale casual dining restaurants in Seoul. 5 panels consisted of experts who tested the content validity of first survey instruments. The data were analyzed by SPSS 11.0 version. Therefore, four dimensions were identified in predictors, couponing responses on the one variable of repurchase intentions. We deduced which factors of couponing promotion affected customers' propensity to revisit their service provider, especially restaurant industry can be defined.