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

패밀리 레스토랑 이용고객의 제휴 할인카드 사용 성향이 브랜드 에쿼티와 만족도에 미치는 영향

  • 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)
  • 김태희 (경희대학교 외식경영학과) ;
  • 심경석 (경희대학교 관광대학원) ;
  • 최정운 (경희대학원 조리외식경영학과)
  • Received : 2014.02.05
  • Accepted : 2014.04.08
  • Published : 2014.04.30


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.


  1. Aaker DA. 1991. Managing Brand Equity: Capitalizing on the Value of a Brand Name. pp.15-23, 40-50. The Free Press New York. USA
  2. Aaker DA. 1996. Building Strong Brands. The Free Press New York. USA
  3. Choi H, Lee JH. 2006. The impact of strategic alliance-card on customer post-purchases behaviors in hotel restaurant. Foodservice Industry J 2:89-110
  4. Chung YH. 2006. A study on relationships among service encounter, service quality, customer satisfaction, and loyalty in Korean super deluxe hotels' F&B outlets. Ph.D. Thesis, Kyunghee Uni. Seoul
  5. Ha DH, Kim SH. 2009. A study on market segmentation of sales promotion in the family restaurant - Focused on sales promotion of strategic alliances benefits. Korean J Soc Food & Cookery Science 25:531-544
  6. Hahm SP, Kim SK. 2006. A study of the status of using alliance card in the foodservice industry. J Tourism & Leisure 18: 27-40
  7. Hong JH. 2006. A study on an effect of the use of affiliation cards on revisit to family restaurant. MS thesis, Hoseo Uni. Asan
  8. Howard JA, Sheth JN. 1969. A Theory of Buyer Behavior; Part V. Comprehensive Models of Consumer Behavior. pp. 467-487 Marketing Classics Press, Inc
  9. Hur EJ. 2008. A study on the impact of alliance card on customer's output-with focus on family restaurant-. MS thesis, Namseoul Uni. Cheonan
  10. Iglesias MP, M. Guillen JY. 2004. Perceived quality and price: their impact on the satisfaction of restaurant customers. International J Contemporary Hospitality Mgt 16:373-379
  11. Jeon GY, Ha DH. 2011. The effects of sales promotions of strategic alliances on brand switching and brand loyalty in the family restaurant. J East Asian Soc Dietary Life 21: 298-309
  12. Keller KL. 1993. Conceptualizing, measuring and managing customerbased brand equity. J Markt 57:1-22
  13. Kim BK, Kim TW. 2003. A study on the formation process of the brand equity. J Global Academy Markt Science 11: 59-78
  14. Kim DC, Jung MR, Kim HJ. 2007. Research articles: The effect of the mileage program of family restaurant on brand loyalty. J Foodservice Management 10:119-137
  15. Kim HY, Kim BS, Kim MH. 2009. The composition factors of brand equity in domestic and foreign brands in the foodservice industry. J East Asian Soc Dietary Life 19:803-811
  16. Kim SA. 2000. Study of the effects of the affiliated cards as a promotion method of relationship marketing. MS thesis, Dongguk Uni. Seoul
  17. Kim SH, Kwon SM. 2005. The influences of the regret caused by non-using alliance card and coupon on consumers' behaviors in post-purchase stage. Korean J Hospitality Administration 14:235-256
  18. Kim TH, Nam JS, Jang YJ. 2006. Effects of coupon types and brand familiarity of a restaurant chain on coupon redemption intention and revisit intention. J Foodserice Management 9: 217-235
  19. Kim TH, Son EY, Kim JS. 2007. A study on the effectiveness of communication activities in brand equity -Focused on family restaurant. Korean Jo Hospitality Administration 16: 155-168
  20. Kim Y, Bae IH. 2006. A study on key antecedent factor of comarketing alliance performance. J Comm Science 24:37-66
  21. Kirmani A, Zeithaml V. 1993. Advertising Perceived Quality and Brand Image. Brand Equity and Advertising: Advertising's Role in Building Strong Brands. pp.143-162. Laurence Erlbraum, Associates, Inc. New Jersey
  22. Ko JH. 2000. An study on the impact of family restaurant's alliance card on brand loyalty: Focused on the 20's and 30's customer in Seoul. MS thesis, Sejong Uni. Seoul
  23. Kogut B. 1988. Joint ventures: Theoretical and empirical perspectives. Strategic Management J 13:524-536
  24. Korea Food Service Information Co. LTD. 2013. 2013 The Korean Foodservice Industry Yearbook. pp.137-169. Korea Food Service Information Co. LTD
  25. Lee EM, Park HH, Jeon JO. 2011. An exploratory study on tie-in promotion. Korean J Markt 13:27-50
  26. Lee JH, Choi H. 2005. The impact of co-branding card on customer satisfaction on hotel. J Hospitality and Tourism Studies 18: 256-275
  27. Lee JH, Jung HY. 2006. A study on university students' eatingout behavior and attitude to coupons and alliance cards. The Korean J Culinary Res 12:186-200
  28. Lee JH. 2007. The impact of restaurant service quality on perceived value, satisfaction, and behavior intention. J Tourism Science 31:97-118
  29. Lee MS, Goo JR. 2003. A study on the interaction among components of brand equity by the types of consumer-brand relationship. J Consumption Culture 6:99-123
  30. Lee SJ. 2002. A study on the impact of family restaurant's alliance card on customer's output. MS thesis, Sejong Uni. Seoul
  31. Lee YN, Nam JS, Jo SM. 2006. Effects of brand familiarity and coupon proneness of restaurant chain on coupon redemption & revisit intention -Based on unndergraduate student. J East Asian Soc Dietary Life 16:481-487
  32. Oliver RL. 1997. Satisfaction: A Behavioral Perspective on the Consumer. McGraw-Hill New York. USA
  33. Park BG. 2005. The effect of mileage program in restaurant on brand loyalty - Mediating role of trust and relational commitment. J Tourism & Leisure 17:155-172
  34. Park JY. 2007. A study on service quality satisfier and dissatisfier factors for family restaurant in Korea. Korean J Food & Nutr 20:509-515
  35. Park MH, Jo HJ. 1999. Reconceptualization of customer satisfaction. Korean J Markt 1:126-151
  36. Ryua KS, Han HS, Kim TH. 2008. The relationships among overall quick-casual restaurant image, perceived value, customer satisfaction, and behavioral intentions. International J Hospitality Management 27:459-469
  37. Schultz DE, Robinson WA, Petrison LA. 1993. Sales Promotion Essential. pp. 34. NTC Business Book, Chicago. USA
  38. Seo HJ, Jung JH. 2006. A study on the service justicer, customer satisfaction, customer trust, customer absorption of sports centers and human relationship of a loyalty. Korean J Sport Management 11:163-176
  39. Shin SY. 2012. Analysis of the life cycle of menus in restaurants, a case study of 'T' restaurant. Korean J Food & Nutr 25:205-213
  40. Shin YS, Cha KC. 2011. A study on profitability of the allianced discount program with credit cards and loyalty cards in food & beverage industry. Korean Business Review 12:55-78
  41. Taylor GA, Long-Tolber S. 2002. Coupon promotions in quickservice restaurants. Cornell Hotel & Restaurant Administration Quartely 43:41-47
  42. You. BH, Donthu N, Lee SH. 2000. An examination of selected marketing mix elements and brand equity. J Academy Markt Science 28:195-211
  43. Yu JH. 2004. A study on components of brand equity with priority given to emotion-relationship between consumer and brands. Ph.D. Thesis, Sungkyunkwan Uni. Seoul
  44. Zeithmal VA. 1988. Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. J Markt 52:2-22