Skip to main content
Article
The effects of coupon promotion on repeat visits in restaurants
The Journal of Foodservice Business Research (2006)
  • E. Myung, Northern Illinois University
  • D. Barrash, Northern Illinois University
  • Andrew H. Feinstein, San Jose State University
Abstract
Will customers' intention to return to a restaurant increase with coupon promotion? To answer this question, this study examines the hypothetical effects of coupon promotion on return visits to restaurants. Based on a literature review, three hypotheses were developed to test the effect of a coupon, its face value, and a patron's prior dining experience on return intention. The authors found that neither coupon use nor coupon face value contributed to explaining respondents' return intentions. However, repeat customers have a greater likelihood of returning to the restaurant than new customers. The study also showed that the quality of food and service were key indicators of return intention.
Publication Date
2006
Citation Information
E. Myung, D. Barrash and Andrew H. Feinstein. "The effects of coupon promotion on repeat visits in restaurants" The Journal of Foodservice Business Research Vol. 9 Iss. 1 (2006)
Available at: http://works.bepress.com/andrew_feinstein/7/