Predictors of Daily Deal Customers’ Loyalty in the Restaurant Industry

Online group buying is a growing fashion among consumers, especially in the restaurant industry. However, customer loyalty in the context of this new business model was a neglected research area. With a survey of daily deal customers, this study examined predictors of customer loyalty in the restaurant industry in China. Besides perceived value and satisfaction, which were well-established predictors in the marketing literature, the study included several variables that reflected the unique experiential aspects of the daily deal offerings. Specifically, the results indicated that customers with higher intention to repurchase were those who were less deal prone and those who thought less of a restaurant because of its offering of daily deals.