A Study Of The Effect Of Paper Coupons On Customer's Loyalty In Catering Industry

If the products are highly profitable for that it can fully meet customers' demands,product's high profit sustained due to that it does improve customer loyalty.Customer loyalty means that consumers' preference for a particular brand or a product of the company which is formed by a long time.In today's competitive market economy,the content and forms of the products are various and dazzling,coupled with the rapid development of e-commerce,consumer are totally autonomous in his or her consumption.Therefore,customer loyalty becomes even more important and becomes the most important,precious and reliable assets of modern enterprise.With the intense competition in business competition,especially in catering business,the cases of today setting up and tomorrow closeing down is common.Each catering enterprises try all kinds of marketing methods and marketing tools to attract customers and retain customers.They try all kinds of marketing means and tools to absorb customer,obtain customer and cultivate customer loyalty.Price promotion is one of the most commonly used and also is considered the most effective tools.And it becomes the one of the means to stimulate consumer consumption.Therefore,the researches of price promotion effecting on consumer behavior and attitude is increasingly absorbed the eyeballs of the researchers.The way of price promotions include direct discounts,disguised discounts,coupons,vouchers promotion,refund and so on.In catering industry,coupons promotion is used most frequently and also one of the promotion tools most studied by researchers.Coupons are clarified as electronic coupons and paper coupons.Paper coupons are more common in the catering industry.However,there are few studies concerning the impact of coupons on customer loyalty.Based on the above discussion,this article will focus on the impact of paper coupon promotion on consumer loyalty.Then,we take a systematic review of relevant research at demostrate and abroad.On the basis of previous studies,we explore the impact of paper coupon on customer loyalty and mediation effect of customer satisfaction between paper coupon promotion and customer loyalty.This study surveyed consumption situation of catering industry in Guangzhou by Questionnaire survey.This paper compares the customer loyalty difference beteween the catering enterprises which use paper coupons and those which did not use.The results of this study show that the coupon value and period of use of paper coupons have a significant positive impact on consumer satisfaction and loyalty and the use of restrictions has a significant negative impact on consumer satisfaction and loyalty.Consumer price acceptance,consumer participation has significant positive impact on consumer satisfaction and loyalty.Moreover,consumer satisfaction is partly or totally mediation between the coupon value,period of use,the use of restrictions,price acceptance,consumer participation and customer loyalty.Finally,we put forward constructive opinions and suggestions on the means and measures of cultivating customer loyalty in the catering industry according to the research results.