서비스 산업에서의 기프트 프로모션 효과에 대한 탐색적 연구

• 영문명: An Exploratory Study on the Effectiveness of Gift-with-Purchase Promotions in the Service Industry
• 발행기관: 한국프랜차이즈경영학회
• 저자명: 안동균(Dongkyun AHN) 김은주(Eun Joo KIM)
• 간행물 정보: 『한국프랜차이즈경영연구』제15권 제4호, 23~32쪽, 전체 10쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2024.12.31

국문 초록

Purpose: As competition in the service industry intensifies, diverse marketing strategies, such as Gift-with-Purchase (GWP) promotions, are essential for creating unique touchpoints with consumers. This study aims to explore the effectiveness of GWP promotions in the service industry, focusing on the roles of perceived fit and promotion time in influencing consumer evaluations of promotional events. Research design, data and methodology: This study employed an experimental design using the Qualtrics platform and recruited a total of 156 participants via Amazon Mechanical Turk. The experiment followed a 2 (perceived fit: high vs. low) × 2 (promotion time: short vs. long) between-subjects design, with participants exposed to various promotional scenarios for capsule coffee machines. Result: The analysis revealed a significant interaction effect on promotion evaluations and purchase intention between perceived fit and promotion time. When perceived fit was high, consumer evaluations were more favorable with a longer promotion period. Conversely, with low perceived fit, a shorter promotion period led to more positive evaluations. Conclusions: These findings highlight the importance of aligning perceived fit with promotion time to enhance GWP strategies. Tailoring promotion duration to fit the gift and core product optimizes consumer responses, improving promotional impact and purchase intentions in the service industry.

목차

1. Introduction

2. Literature Review

3. Experimental Study

4. Results

5. Conclusions

References

키워드

Gift-with-purchase (GWP) promotions Perceived Fit Promotion Time Service Marketing