Abstract
Restaurants have relied on 'word of mouth' communication (Longart, 2010) and is rewarding customers not only for repeated business but also for referring family and friends. However, Indian restaurants have been laggard in embracing paper coupons. Nevertheless, recently with the maturing of mobile technology and smartphones, which are getting ubiquitous, a lot has changed. Restaurants in India have adopted mobile couponing leaving paper coupons, which were never really used in India, as they were in the west where newspapers were filled with coupons and said to have the highest redemption rates (Teel et al., 1980). The present research focuses on mobile coupons various determinants and their impact on purchase in context with Indian quick-service restaurants (QSR). The findings suggests that customers have found mobile coupons helpful in saving money. Hedonic and utilitarian attitude have a moderating effect on the customers propensity to use mobile coupons to make a purchase.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal of Indian Culture and Business Management
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
