Purpose – The purpose of this paper is to analyze the effectiveness of social couponing campaigns for hotels. To the authors’ knowledge this is the first research involving a local daily deal site. Originality of the paper: The few studies about social couponing are based on data collected among merchants that have run their social-couponing campaigns through the largest, global daily deals sites.
Practical implications: merchants may decide to use either a global or the local daily-deals site depending on the specific objectives they intend to achieve through the couponing campaign. Research limits: it should be noted that this paper is based on the comparison of merchants’ perceptions from two daily-deals sites: Kauppa and Groupon. However, significant differences between merchants using Groupon and Kauppa emerged in relation to the drivers of their satisfaction. Findings: The results demonstrate similar levels of overall satisfaction for the two samples. Data were collected through two surveys conducted in the Italian context: the first among 157 Italian merchants that had used Groupon the second among 106 merchants that sold their coupons through Kauppa, a local daily-deals site operating in six Italian provinces. Methodology: This study is based on a cross-sectional design. The purpose of this paper is to examine whether merchants’ satisfaction with social-couponing campaigns is different when using a local daily-deals site instead of a global site.
Nonetheless, in the past several years, new local white-label-deals sites have entered the market. More importantly, the results available are generally based on data collected from merchants that have run their social-couponing campaigns through the largest global daily-deals sites such as Groupon and LivingSocial. However, few studies have been conducted to investigate merchants’ satisfaction with social couponing. Purpose of the paper: In recent years, an increasing number of small service providers (e.g., restaurants, spas) have decided to run social-couponing campaigns to enhance brand awareness, attract new customers and increase sales.
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