TITLE:
Modeling Consumer Intention to Revisit the Same Restaurant and a Simple Algorithm of Coupon Discount Rate
AUTHORS:
Tin-Chun Lin
KEYWORDS:
Customer Revisit Intention, Consumer Satisfaction, Coupon Discount Rate
JOURNAL NAME:
Theoretical Economics Letters,
Vol.7 No.5,
July
21,
2017
ABSTRACT: The theory of consumer choice is applied to model
consumer intention to revisit the same restaurant. Findings show that server’s
service quality, taste of the food, the restaurant’s environment, consumer
satisfaction with the price of the meal, consumer’s total budget, coupon
discount rate, sales tax rate, and tipping rate may influence a consumer’s
intention to revisit the same restaurant. A simple algorithm for determining a
coupon discount rate for restaurant owners/managers also is suggested. This
study’s main contribution is in framing an economic theoretical model for
consumer intention to revisit the same restaurant, which can be useful in
constructing empirical models for further investigations of this issue.