Abstract
Group buying, which provides daily discounts for various services and products, is a new form of marketing that has attracted the attention of both practitioners and academic researchers. However, it is unclear what factors influence the effectiveness of a group buying promotion. This study presents an analysis of 862 restaurant group buying deals based on the secondary data collected from a restaurant guide website. The results indicate that group buying effectiveness - namely, the number of coupons sold, satisfaction improvement, and return intention of group buying customers - can be affected by the discount depth of a deal as well as the service quality and popularity of a restaurant. These findings provide useful insights regarding the elements that are necessary to make a group buying promotion work.
| Original language | English |
|---|---|
| Pages (from-to) | 237-245 |
| Number of pages | 9 |
| Journal | International Journal of Hospitality Management |
| Volume | 35 |
| DOIs | |
| Publication status | Published - 1 Dec 2013 |
Keywords
- Discount
- Group buying
- Restaurant
- Return intention
- Satisfaction
- Service quality
ASJC Scopus subject areas
- Tourism, Leisure and Hospitality Management
- Strategy and Management