search query: @indexterm Response rate / total: 99
reference: 18 / 99
| Author: | Taylor, G. A. |
| Title: | Coupon response in services |
| Journal: | Journal of Retailing
2001 : SPRING, VOL. 77:1, p. 139-151 |
| Index terms: | SERVICE MARKETING SERVICE SALES PROMOTION RESPONSE RATE |
| Language: | eng |
| Abstract: | Coupons are widely used in service establishments, even though little is known about a coupon's impact on consumer behavior. Through the use of a field experiment, this study examined coupon redemption, purchase timing, and repeat purchase for 984 subjects. Consumer purchase histories and coupon response data were gathered via identification cards and electronic cash register reports. Results of the study show, as with packaged goods, prior purchase frequency is a significant predictor of coupon redemption. Coupon redeemers were almost seven and a half times more likely to make a repeat purchase during the postpromotion period compared to nonredeemers and subsequent purchase timing was not influenced by coupon redemption. |
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