Restaurant daily deals : customers' responses to social couponing in Singapore.

• Main Authors: Lin, Jessica Rouhui., Choo, Alexia En Mei., Tang, Rachel Jiaxin.
• Other Authors: Gerard Dionicio Gonzales
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/51398
• Institution: Nanyang Technological University

Singaporeans are known to be bargain-loving shopaholics and massive food-lovers. In 2010, a new shopping trend emerged in Singapore that changed the way how Singaporeans could shop and hunt for their next dining location – online deal websites. Despite the popularity of such websites, research on social couponing in Singapore remains limited to date. As such, this study explores the responses of Singapore daily deal users toward online daily deals, in particular, restaurant daily deals. Discussion will also include comparisons between daily deal users in the United States of America (USA) and Singapore. To facilitate these comparisons, this study adapts the research on USA daily deal users by Kimes and Dholakia [2011] and applies it to the local context. Some key findings include the fact that daily deal users were more value-conscious, coupon-prone, and market maven than non-users; daily deals helped local restaurants to attract new customers who might not have otherwise visited the restaurants; daily deal users were generally satisfied with their dining experiences; and they were likely to recommend the restaurant to others. Numerous psychographic disparities between Singapore and USA consumers were also found. When juxtaposed to USA consumers, Singapore consumers were found to be less satisfied with their dining experiences. Furthermore, they were less likely to consider the restaurant a good value without the discount; less likely to return to the restaurant at full price; and less likely to recommend the restaurant to others as compared to USA consumers.