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http://dx.doi.org/10.9799/ksfan.2014.27.2.231

The Propensity Effect of Using Alliance Discount Cards on Brand Equity and Satisfaction of Family Restaurant Users  

Kim, Tae-Hee (Dept. of Foodservice Management, KyungHee University)
Shim, Kyong-Suk (Graduate School of Tourism, KyungHee University)
Choi, Jung Woon (Dept. of Culinary Science and Foodservice Management, Graduate School, KyungHee University)
Publication Information
The Korean Journal of Food And Nutrition / v.27, no.2, 2014 , pp. 231-239 More about this Journal
Abstract
The purpose of this study was to look into how alliance discount cards affect customers using family restaurants by analyzing and identifying the difference in brand equity and satisfaction according to the propensity of using alliance discount cards. For this purpose, 407 customers who have used family restaurants completed a questionnaire survey. The study findings indicated that (1) there were significant differences in brand equity and satisfaction according to the propensity to use alliance discount cards. Moreover, it was found that groups with a strong propensity to use alliance discount cards had higher brand equity and satisfaction than groups that did not; also, (2) it was found that there were significant differences in brand equity and satisfaction according to the intensity of dependency on alliance discount cards. The group with strong loyalty to alliance discount cards went beyond the level of strong propensity to use alliance discount cards, of preference, and of use, which were previously proposed. This study implied that from mid-to long-term perspectives, it was necessary to operate a policy for more active alliance discounts as well as to ensure sufficient options for partnership benefits. Furthermore, it was essential to maintain the menu and service quality of restaurants, which were intrinsic factors for elevating brand equity and satisfaction in restaurants among dining customers.
Keywords
alliance discount card; brand equity; satisfaction; propensity to use;
Citations & Related Records
Times Cited By KSCI : 7  (Citation Analysis)
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