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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

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.

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