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http://dx.doi.org/10.5934/kjhe.2014.23.5.941

The Influence of Discount Methods on College Students' Satisfaction and Loyalty -Focusing on the Foodservice Industry-  

Jeon, Min-Sun (Department of Food and Nutrition, Chungnam National Uiversity)
Lee, Kwang-Woo (Department of Tourism Management, Daegu University)
Publication Information
Korean Journal of Human Ecology / v.23, no.5, 2014 , pp. 941-955 More about this Journal
Abstract
A price discount is one of the effective marketing means to get business profitability in a short period of time. Recently most of the foodservice enterprises in our country utilize a variety of discount methods such as affiliated cards, point cards, discount coupons, social commerce and/or event discount as their marketing strategy. Therefore, this research aimed to investigate customer satisfaction about discount methods provided by the foodservice industry and explore the moderate effect of the discount methods between customer satisfaction and loyalty. For data collection, both of online and offline questionnaire surveys were carried out, and a total of 871 responses were analyzed. As results, the respondents showed high satisfaction with the discount methods, and the discount methods had a positive moderate effect between customer satisfaction and loyalty.
Keywords
discount methods; college students; customer satisfaction; loyalty;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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