Exploring group-buying platforms for restaurant revenue management

Heo Yoonjoung, Cindy (Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland)

Capacity utilization is a major concern for restaurants as they seek to maximize revenues, because unoccupied restaurant tables, which essentially represent lost revenue, cannot be stored for use on other days. A new type of social commerce, namely group-buying platforms has achieved great success in attracting new consumers and increasing store traffic. This study attempts to discuss how restaurants can utilize group-buying platforms as a revenue management tool and to identify the key features of restaurant deals which can help generate sales and revenues on these platforms.


Keywords:
Article Type:
scientifique
Faculty:
Economie et Services
School:
EHL
Subject(s):
Economie/gestion
Date:
2016
Published in
International journal of hospitality management
Numeration (vol. no.):
January 2016, vol.52, pp.154-159
ISSN:
0278-4319
Appears in Collection:

Note: The status of this file is: restricted


 Record created 2016-04-26, last modified 2018-12-20

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