Customer’s Perceived Service Value Through Coupon Responses

The construct of perceived value has been identified as one of the most important measures for gaining a competitive edge, and it has been argued that values are the most important indicators of repurchase intention (Parasuramn & Grewal, 2000). 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 emailing or conventional direct mailing and coupon drops to customers are widely increased in repurchasing services in restaurants, coupons turn lo 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 purchases as it is for specific food items and services purchase in their restaurants. This study is to examine perceived value of services on effects of couponing promotion in restaurant industry. This study used on-site questionnaire surveys in the area of downtown, the data were gathered in several middle and up-scale restaurants in Seoul, which were analyzed by SPSS 11.0 version. 5 panels consist of experts who tested to content validity first survey instruments. Four dimensions were identified in predictors and six dimensions were identified in variables respectively. We deduced what factors of couponing promotion affected customers’ propensity to retain or switch service provider especially restaurant industry can be defined.