Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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The Effects of Short-Term/Long-Term and Sales/Communication on Strategic Alliance Sales Promotions in the Family Restaurant Industry

전략적 제휴에서 판매촉진의 장.단기적 및 판매적.커뮤니케이션적 효과에 관한 연구 - 패밀리 레스토랑 산업을 중심으로 -

  • Yoo, Young-Jin (Department of Food Service Industry, Catholic University of Daegu)
  • 유영진 (대구가톨릭대학교 식품외식산업학부)
  • Received : 2010.07.05
  • Accepted : 2010.09.29
  • Published : 2010.10.30
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Abstract

The purpose of this study was to investigate whether strategic alliance sales promotions have short-term or long-term or sales or communication effects in the family restaurant industry. The hypotheses were tested in family restaurant settings using a sample of customers visiting and enjoying food in the metropolitan city of Daegu. Empirical results confirmed that strategic alliance sales promotions had short-term and long-term effects, as well as sales and communication effects. Therefore, family restaurant managers should adopt or keep sales promotion strategic alliances with credit card companies. Furthermore, family restaurant managers should adopt or keep sales promotions with other companies. In a future study, more variables should be selected to test the sales promotion effects of strategic alliances.

Keywords

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