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The Effects of Short-Term/Long-Term and Sales/Communication on Strategic Alliance Sales Promotions in the Family Restaurant Industry

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  • URLhttps://db.koreascholar.com/Article/Detail/254106
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韓國食生活文化學會誌 (한국식생활문화학회지)
한국식생활문화학회 (The Korean Society Of Food Culture)
초록

The purpose of this study was to investigate whether strategic alliance sales promotions have short-term or long-term or sales or communication effects in the family restaurant industry. The hypotheses were tested in family restaurant settings using a sample of customers visiting and enjoying food in the metropolitan city of Daegu. Empirical results confirmed that strategic alliance sales promotions had short-term and long-term effects, as well as sales and communication effects. Therefore, family restaurant managers should adopt or keep sales promotion strategic alliances with credit card companies. Furthermore, family restaurant managers should adopt or keep sales promotions with other companies. In a future study, more variables should be selected to test the sales promotion effects of strategic alliances.

저자
  • 유영진 | Yoo, Young-Jin