외식업체 이용객의 쿠폰 상환의도가 재방문 의도에 미치는 영향 = (A) study on the effect of customer's revisit purpose of coupon redemption intention in food service industry

다국어 초록 (Multilingual Abstract)

As the importance of sales promotions has been growing, do have concerns about the effectiveness of coupon promotions.
Recently, it is the use of coupon that is a means of sales promotion which is attaching consumers' and marketers' attention in the domestic market according to several changes of market and consumer. The coupon is one of the best communication methods causing the sales increase in the short term and is distributed with a variety of types and by a few of distribution channels. Much interest is aroused in the effects of coupon use in the both parties- marketers or consumers-
This research studied how different coupon redemption intention and customer's revisit purpose through an actual survey. Customers meet price promotion type like coupon and will decide to purchase according to real reduced price. This paper focused whether the consumers can perceive the value of coupon and discount under the same price and the value can influence revisit intentions. Thus the purpose of this study is to investigate how the coupon redemption intention and customer's revisit purpose.
In order to realize these purpose, the study carried out simultaneously literature study and empirical study. In literature study, the study reviewed general concepts and previous studies related with characters of coupon use, restaurant brand familiarity, coupon discount rate, and established research model and hypothesis testing empirically.
In empirical study, after research design, research hypotheses were tested by analyzing data which collected through survey.
SPSS for Windows 10.0 was used for statistical program of empirical analysis. At first, T-test was applied to test the adequacy of selection of preliminary research. Factor analysis and reliability analysis were implemented to evaluate validity and reliability of measuring items as a means of evaluation components of major variables. And then ANOVA, t-test, and regression analysis were used to verify research hypotheses.
Major findings of empirical analysis can be summarized as follows.
First, discount rate of coupon has positive effects on customer satisfaction.
Second, customer satisfaction has positive effects on revisit purpose
Third, satisfaction of coupon users has positive effects on revisit intention.
Forth, Food service industry was satisfaction by coupon user, especially, pizza restaurant.
Fifth, the level of coupon discount rates has positive relations to the consumer's re-visit behavior. And the level of brand familiarity may not be related to the consumer's re-visit behavior.
In conclusion, through literature review and empirical analysis, the study shows that coupon redemption intentions are affected by not only discount rate of coupon and enjoyment of coupon using, but also customer satisfaction and business status.
The results of the study could be applied strategic decision of other sales promotion tools such as price discounts, premiums, rebates and so on.
All results of this study are intended to be used for information to forecast point market, plan strategies, and increase profits to maintain loyalty of coupon users.

목차 (Table of Contents)

• 목차 = ⅰ
• 제1장 서론 = 1
• 제1절 문제의 제기 = 1
• 제2절 연구의 목적 = 5
• 제3절 연구의 방법과 범위 = 5
• 제2장 이론적 배경 = 8
• 제1절 쿠폰의 개념 및 종류 = 8
• 제2절 쿠폰의 목적 및 기능 = 13
• 제3절 쿠폰이 소비자 구매행동에 미치는 효과 = 15
• 제4절 외식업체 쿠폰 판매촉진 현황 = 19
• 제5절 쿠폰 사용에 관한 선행연구 고찰 = 22
• 제3장 연구설계 = 29
• 제1절 연구가설 설정 및 연구모형 = 29
• 1. 가설 설정 = 29
• 2. 연구모형 = 31
• 제2절 실증 조사 설계 = 32
• 1. 조사도구의 개발 및 설문지 구성 = 32
• 2. 자료수집 및 분석방법 = 35
• 제4장 실증분석 = 36
• 제1절 가설 검증을 위한 예비분석 = 36
• 1. 표본의 특성 = 36
• 2. 외식업체 쿠폰 이용실태 = 37
• 제2절 쿠폰사용 평가속성 요인화 = 41
• 제3절 연구가설 검증 = 42
• 제4절 분석결과의 요약 및 시사점 = 53
• 1. 실증분석 결과의 요약 = 53
• 2. 시사점 = 54
• 제5장 결론 = 57
• 제1절 연구의 요약 = 57
• 제2절 연구의 한계점 및 향후 연구방향 = 59
• 〈참고문헌〉 = 60
• 〈설문지〉 = 65
• ABSTRACT = 71