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An Exploratory Analysis of Customer Reward System of Foreign-based Franchise Family Restaurants

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2005, 29(2), pp.403-422
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

박정선 1 Kim, Jin-Dong 2

1호산대학
2강원도립대학

Accredited

ABSTRACT

Marketing strategies are getting important specially to family restaurants facing with severe competitions recently. In relation to this context, this paper arguably considers reward system as a essential marketing tool. Authors examine here two reward systems that affect customer satisfaction, their willingness to revisit, also the differences with demographic characteristics and, as rewards suggest card and coupon system. Between two tools for rewards system, the affiliated and discount card was found more preferable in relation to customer satisfaction and their willingness to revisit. Implications for family restaurant marketers and managers are also discussed.

Citation status

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