Restaurant Daily Deals: Customers' Responses to Social Couponing

摘要: A survey of 931 U.S. consumers finds that those who have purchased daily deals from a casual dining, fastcasual, or quick-service restaurant are not noticeably different in behavior attitudes done so. One difference provides insight into purchase social coupons: they like to be “market mavens,” stay on the cusp market trend and price information. Those were significantly more likely younger, married, higher income than non-purchasers. On balance, study indicated benefits offering coupon seem outweigh disadvantages. Many potential concerns about coupon, including poor tipping, overwhelming staff, customer disloyalty, substantiated. There was some evidence cannibalization, as 44 percent using reported being frequent customers, but coupons also brought back infrequent customers attracted substantial percentage new customers. Most critically, many said would return pay regular prices, well recommend friends. New particular tried without deal offer. All groups considered good value, even discount