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An empirical study on coupon redemption rates in service sector : Focused on coupon face value and benefits

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MASTER OF BUSINESSS ADMINISTRATION
2004 Professor Kwon Jung
ABSTRACT
AN EMPIRICAL STUDY ON COUPON REDEMPTION RATES IN SERVICE SECTOR: FOCUSED ON COUPON FACE VALUE AND BENEFITS BY Boon Young Lee
Although couponing has been one of the most important promotional vehicles in the US, the history of couponing in Korea has been less than a decade. With cooperation of a leading coupon distributor in Korea, my thesis offers the first empirical study on Korean coupon market in service sector, covering both online and offline coupons, and empirically corroborates some findings of the previous literature on factors affecting coupon redemption. First, this study examines relationships between coupon redemption and face value, which have been supposed to be either a positive linear or an inverted-U pattern in previous studies. The results present unexpected relationships, cubic and negative linear patterns. The patterns have been found to be dependent on discount framing; percent-off coupons show cubic patterns whereas cent-off coupons show negative linear patterns. In addition, the results support the existence of “threshold
effects” of coupon face value on coupon redemption. Second, this study has demonstrated that redemption rates of coupons framed as “extra gains (free-terms)” tend to be higher than those of coupons framed as “reduced losses (discount-terms).” Also, the study results suggest that providing additional benefits other than discount wo


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Title An empirical study on coupon redemption rates in service sector
Similar Titles
Sub Title

Focused on coupon face value and benefits

Material Type Articles
Author(English)

Lee, Boon Young

Publisher

[Seoul]:KDI School of Public Policy and Management

Date 2004
Pages 97
Subject Country South Korea(Asia and Pacific)
Language English
File Type Documents
Original Format pdf
Subject Economy < Others
Industry and Technology < General
Holding KDI School of Public Policy and Management

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Thesis(Master)