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1
Pitisom, Yingluck. "Restaurant industry and marketing plan for Studio Thai restaurant." CSUSB ScholarWorks, 2004. https://scholarworks.lib.csusb.edu/etd-project/2603.
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This project focused on restaurant industry analysis, start-up requirements, planning decisions, human resource management and restaurant marketing strategies. A marketing plan has been developed for the purposes of opening Studio Thai in the near future.
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Li, Xiaolan. "A study of marketing techniques of Chinese restaurant in Chicago." Online version, 1998. http://www.uwstout.edu/lib/thesis/1999/1999lix.pdf.
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Jenkins, Wanda Y. "Marketing Strategies for Profitability in Small Independent Restaurants." ScholarWorks, 2015. https://scholarworks.waldenu.edu/dissertations/1407.
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The restaurant industry is the second largest employer in the United States; however, only 33% of restaurants are successful during the first 3 years of operation. The purpose of this exploratory multiple case study was to determine what marketing strategies small independent restaurant owners need for profitability. Aaker's brand equity model was the conceptual framework used to ground this study. Using a purposeful criterion sampling technique and semistructured interviews, 12 individuals (2 managers and 2 employees from 3 restaurants in Philadelphia) participated in the study. Data collected from interviews and archival business records were analyzed to generate themes, also allowing for triangulation. Five marketing strategy themes emerged from this study: word of mouth and social media marketing, limited financial resources, product differentiation and atmosphere, blogging and using the point of sale (POS) system, and employee engagement and upselling. Participants stated that word of mouth and social media marketing were powerful strategies that small independent restaurant owners should use to retain customers and gain new customers. Participants noted that product differentiation and atmosphere are unique characteristics that guide marketing strategies, brand positioning, and influence competitive advantage and profitability. Implications for positive social change include business development opportunities, opening resource centers for training programs, and free webinars associated with marketing and brand equity strategies. Communities, organizations, and new entrepreneurs will benefit from positive social change from the increase of social resources, community economic growth, employment opportunities, and sustainability.
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Torres, López Fiorella Alexandra, and Castro Carolina Vargas. "La experiencia del consumidor y su relación con la satisfacción en la categoría de restaurantes temáticos." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/652976.
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Los restaurantes temáticos son establecimientos que permiten que los clientes puedan experimentar distintas emociones, sentimientos, pensamientos y acciones. Desde la perspectiva de la satisfacción, la variable del marketing experiencial tiene una gran influencia en los consumidores. Puesto que debido a los cinco elementos que tiñen: relevancia, sentidos, emociones, pensamiento y acción, permite diferenciarse un restaurante del otro. Por lo tanto, esta investigación tiene como objetivo analizar cuál de los elementos tiene mayor influencia en la satisfacción de los consumidores. Esta investigación se caracteriza por ser descriptivo cuantitativo y se utilizó un cuestionario con una escala Likert de siete puntos. Para recopilar los datos se utilizó Google Docs en el mes de abril y mayo de 2020.Themed restaurants are able to allow customers to experience different emotions, feelings, thoughts and actions. From the perspective of satisfaction, the variable of experiential marketing has a great influence on consumers. Since it is due to the five elements that stain: relevance, senses, emotions, thought and action, it makes it possible to differentiate one restaurant from the other. Therefore, this research aims to analyze the elements of the elements that have the greatest influence on consumer satisfaction. This research is characterized by being descriptive quantitative and it is considered a questionnaire with a seven-point Likert scale. To collect the data, consult Google Docs in April and May 2020.
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Alfaro, Rojas Julia Stefany. "El marketing experiencial en la lealtad de consumo en restaurantes de comida saludable en personas de 25 a 39 años de NSE A/B de Lima Metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/652838.
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Los cambios en el comportamiento del consumidor que se ha logrado percibir a través de los años ha causado que muchas de las empresas que compiten en el mercado, sin distinción de rubro, hayan optado por adaptarse a los nuevos cambios latentes. Estos cambios se generan en base a que los consumidores ya no buscan solamente adquirir productos o servicios, sino que esperan que estos les generen emociones, es así que nace el marketing experiencial, un nuevo tipo de marketing que, a diferencia del marketing tradicional, busca generar vínculos con el cliente y que así viva experiencias únicas de consumo. Como consecuencia se logra generar valor y trasmitir fidelidad y lealtad en el cliente de hoy en día, el cual es más exigente con las marcas.
Por lo tanto, el siguiente trabajo investiga a la lealtad de consumo que los consumidores de 25 a 39 años de NSE A/B que residen en los distritos de la zona 6, 7 y 8 de Lima Metropolitana desarrollan, en base a la aplicación del marketing experiencial, en restaurantes saludables. Las variables que interactúan a partir del tema son: lealtad de consumo y marketing experiencial. Mediante la metodología cualitativa y cuantitativa aplicada en el curso se desea conocer cuan influyente puede ser la experiencia vivida dentro de este tipo de restaurantes para que un consumidor se vuelva leal.Los cambios en el comportamiento del consumidor que se ha logrado percibir a través de los años ha causado que muchas de las empresas que compiten en el mercado, sin distinción de rubro, hayan optado por adaptarse a los nuevos cambios latentes. Estos cambios se generan en base a que los consumidores ya no buscan solamente adquirir productos o servicios, sino que esperan que estos les generen emociones, es así que nace el marketing experiencial, un nuevo tipo de marketing que, a diferencia del marketing tradicional, busca generar vínculos con el cliente y que así viva experiencias únicas de consumo. Como consecuencia se logra generar valor y trasmitir fidelidad y lealtad en el cliente de hoy en día, el cual es más exigente con las marcas. Por lo tanto, el siguiente trabajo investiga a la lealtad de consumo que los consumidores de 25 a 39 años de NSE A/B que residen en los distritos de la zona 6, 7 y 8 de Lima Metropolitana desarrollan, en base a la aplicación del marketing experiencial, en restaurantes saludables. Las variables que interactúan a partir del tema son: lealtad de consumo y marketing experiencial. Mediante la metodología cualitativa y cuantitativa aplicada en el curso se desea conocer cuan influyente puede ser la experiencia vivida dentro de este tipo de restaurantes para que un consumidor se vuelva leal.
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Lee, Jee Hye Hwang Johye. "Luxury marketing the impact of motivations as psychological forces on attitudes toward luxury restaurants /." Diss., Columbia, Mo. : University of Missouri-Columbia, 2008. http://hdl.handle.net/10355/6075.
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Thesis (M.S.)--University of Missouri-Columbia, 2008.The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description,or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on August 19, 2009) Includes bibliographical references.
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Jacinto, Mafalda Nascimento Miranda Correia. "Plano de marketing para o Restaurante "O Policia"." Master's thesis, Instituto Superior de Economia e Gestão, 2013. http://hdl.handle.net/10400.5/6290.
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Mestrado em MarketingEste trabalho de projecto tem como objectivo redefinir a estratégia do restaurante “O Polícia” através da elaboração de um plano de marketing. “O Polícia” actua no mercado há mais de cem anos, mas tem vindo a debater-se nos últimos três anos com uma quebra crescente dos lucros. Neste projecto foi utilizada como metodologia o action research, procurando-se desenvolver um trabalho de pesquisa em ligação estreita com as actividades do restaurante, e ao mesmo tempo efectuando a recolha de dados primários e secundários. Aos clientes do restaurante foi aplicado um inquérito de qualidade com base no modelo de SERVQUAL de Parasuraman, Zeithaml e Berry (1988). E foram procedidas entrevistas semi-estruturadas e de carácter informal aos trabalhadores da empresa. Regra geral, concluiu-se níveis de satisfação positivos por parte dos clientes, chamando à atenção para a necessidade de restruturação de alguns tangíveis do restaurante, e também ao nível das relações públicas e gestão de clientes. Este trabalho permitiu concluir que o IVA é um dos factores mais prejudiciais do restaurante em termos financeiros. Para além disso torna-se necessário apostar cada vez mais no segmento turístico. A estratégia formulada neste planeamento de marketing prevê uma actividade intensiva ao nível do mix promocional, nomeadamente dos media online, em que “O Polícia” se pretende posicionar como um restaurante tradicional e de elevada qualidade, onde os sabores são centenários e originais. Por último, este planeamento de marketing vem demonstrar o potencial do sector de restauração, onde as actividades de marketing e comunicação muitas vezes se encontram ausentes, e são cada vez mais imprescindíveis.
The purpose of this project is to redefine the restaurant “O Polícia” (The Policeman) strategy, by building a marketing plan. “O Polícia” has been in the market for over one hundred years, but has been struggling in the last three years with the continuous decreasing of its profits. Action research was the leading methodology, as it was sought to develop an intimate work between the research itself and the restaurant own activities, at the same time gathering primary and secondary data. To the restaurant clients was applied a quality survey based on SERVQUAL model from Parasuraman, Zeithaml and Berry (1988). And there were also undertaken semi-structured and informal interviews to the restaurant staff. In a general manner, the results revealed positive levels of satisfaction from the clients, highlighting the necessity of some restructuration on physical evidence as well as in public relations and client’s management. This work has allowed the conclusion that the VAT (Value Added Tax) is one of the most prejudicial factors affecting the business financially. Nevertheless, it is increasingly important to invest on the touristic segment. The strategy formulated in this marketing plan expects an intensive activity mostly on the promotional mix, namely the online media, and aims to place “O Polícia” in the market as a traditional restaurant of high quality, where flavors are centenary and unique. Finally, this marketing planning demonstrates the enormous potential of the restaurants sector, where marketing and communication activities many times are absent, though they are extremely more and more essential nowadays.
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Shcheglov, Sergii, and Iuliia Shcheglova. "Retention of the restaurants’ customers." Thesis, Gotland University, Institution 2, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hgo:diva-426.
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Aim of this paper is to describe and analyze why customers come back to the restaurants, what influence their decisions. During the research we formulate 2 hypotheses. Hypotheses 1 – most reasons of the restaurants’ customers retention can be associated with restaurants’ service elements adapted from the 8Ps of Service Marketing Model. Hypotheses 2 - retention and loyalty have unidirectional relation – loyalty means retention of the customer, but retained customer doesn’t mean loyal. The results of empirical research support both hypotheses. Also during the empirical research we have highlighted some interesting results which are visualized in Illustration 5.1, Illustration 5.2 and Illustration 5.3. In research qualitative and quantitative approaches are used. Data collection method is interview. One deep interview was conducted with restaurant manager in order to enhance the quality of results interpretation. The results of the research can be used by marketers especially in restaurant sphere in order to better understand what influence customers’ behavior and why they come back to the service provider. Also restaurants’ managers can use our findings as a tool to increase the retention rates by adjusting relevant restaurants’ service elements within their restaurant.
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García, Valdivieso Karen Lucia. "Acciones alternas de promoción a través del punto de venta en relación con la satisfacción del cliente en restaurantes temáticos de Lima Metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/652092.
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En la actualidad, el país atraviesa por un boom gastronómico que ha fomentado que existan numerosas opciones de restaurantes para el consumidor. Por este motivo, los negocios buscan diferenciarse cada vez más de la competencia y así, crean distintas estrategias para captar nuevos usuarios. Este es el caso de los restaurantes temáticos, que intentan crear experiencias que cautiven al consumidor y perduren en el tiempo.
El objetivo de la presente investigación es analizar las estrategias de marketing experiencial y su relación con la satisfacción del cliente en restaurantes temáticos. De esta manera, se optó por escoger dos restaurantes que utilicen una temática similar, y así se eligieron Pizza Rock y Arnold’s Burgers, ambos enfocados en recrear épocas del pasado para acudir a los recuerdos del consumidor.
En adición, se expondrán distintos conceptos que permitan al lector entender la esencia de la investigación. Además, se utilizará una metodología de investigación mixta basada en análisis cualitativos y cuantitativos.At present, the country is going through a gastronomic boom that has encouraged the consumer to have numerous restaurant options to choose from. For this reason, businesses seek to differentiate themselves more and more from the competition and for this, they are obliged to create strategies to attract new users. This is the case of the thematic restaurants that try to create experiences that delight the consumer and last over time. The objective of the present investigation is to analyze the experiential marketing strategies in relation to consumer satisfaction in thematic restaurants. In this way, it was decided to choose two restaurants that use a similar theme. This are Pizza Rock and Arnold's Burgers, both focused on recreating past times to get closer to the consumer memories. In addition, different concepts that allow the reader to understand the essence of the research will be presented. And so, mixed research methodology based on interviews, focus groups and surveys will be used with real clients of both brands and experts in different subjects, in order to find information to improve research.
Trabajo de investigación
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Nobre, Pedro Miguel Pereira da Silva. "Plano de marketing : restaurante "A Choupana"." Master's thesis, Instituto Superior de Economia e Gestão, 2015. http://hdl.handle.net/10400.5/10702.
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Mestrado em MarketingEste trabalho de projeto visa desenvolver um plano de marketing para ?A Choupana?, um restaurante que conta com meio século de história e que se situa no coração de Évora. Os objetivos principais deste plano são: aumentar a visibilidade do restaurante e aumentar as vendas em 25% até ao fim de 2016. Na elaboração deste projeto utilizou-se como metodologia o action research que permite desenvolver a pesquisa em contacto com a atividade, enquanto esta se desenrola. Recorreu-se ainda à obtenção de dados primários e de dados secundários. Ao gerente e aos colaboradores foi aplicada uma entrevista semiestruturada, de carácter informal, com o intuito de concluir sobre a prestação do serviço, possíveis pontos de melhoria e ainda perceber as suas opiniões sobre os seus locais de trabalho. Aos clientes foi pedido que respondessem a um questionário direcionado à qualidade do serviço, baseado no modelo SERVQUAL proposto por Parasuraman, Zeithaml & Berry (1988). Destes concluiu-se que a qualidade do serviço estava, bastante bem classificada, e permitiu perceber que os elementos tangíveis do restaurante estão ligeiramente abaixo das expetativas dos clientes.
This project aims to develop a marketing plan for "A Choupana", a restaurant that has half a century of history and is situated in the heart of Évora. The main objectives of this marketing plan are to increase the restaurant's visibility and increase sales by 25% by the end of 2016. In the elaboration of this project was used the action research, methodology that allows to develop research in the direct contact with activity, as it unfolds. The primary data and secondary data were also collected. The manager and employees were engaged in semi-structured informal interview in order to conclude on the provision of the service, possible points of improvement and further opinions about their workplaces. Customers were asked to respond to a questionnaire directed to the quality of service, based on SERVQUAL model proposed by Parasuraman, Zeithaml and Berry (1988). It led to conclude that the quality of service was quite well scored, and allowed us to perceive that the tangible elements of the restaurant are slightly below customer expectations.
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Koespell, Kelly S. "The Relationship between Social Media and Siting of Omaha Restaurants." Thesis, University of Nebraska at Omaha, 2014. http://pqdtopen.proquest.com/#viewpdf?dispub=1548549.
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Properly used, social media represents a new and dynamic form of advertising. This paper analyzes the relationship between social media use and the physical location of Omaha restaurants. A pilot study showed no predictive relationship between overall social media use and physical location. The major study using 495 restaurants examined the restaurants' use of three major social media sites. Correlation analysis of the variables showed essentially no relationship between the use of social media and restaurant location. The findings indicate that restaurants with a poor physical location are not taking advantage of social media to attract customers. Likewise, restaurants with a better physical location are not using social media to attract more customers. The social media landscape may be too immature to show any identifiable spatial patterns.
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Senninger, Julia Thérèse. "Nudge to budge - social marketing in restaurants : A pilot study in Sweden." Thesis, Uppsala universitet, Institutionen för geovetenskaper, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-260098.
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The aim of this research was to conduct a pilot study to identify if increased written communication at restaurants would affect customer and staff awareness of the restaurant’s sustainability efforts. By using before-after questionnaires among employees and customers possible changes among the two stakeholder groups be recorded. As the restaurants had recently joined the new network Sustainable Restaurants in Sweden, the effect of this collaboration on their CSR efforts and communication was evaluated through semi-structured interviews with the restaurant representatives. Social marketing was the underlying theory for this study, with focus on opportunity and ability. The restaurants communication efforts were identified as nudges. The study showed that collaborating in order to start communicating can prove to be an effective support mechanism. Increased communication proved to have somewhat an effect on customer awareness and staff awareness. Increased awareness amongst all actors of the food chain is a necessary step for a sustainable future.
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Ladki, Said M. "Consumer involvement in ethnic restaurants: a measure of satisfaction/dissatisfaction." Diss., Virginia Tech, 1993. http://hdl.handle.net/10919/40139.
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The purpose of this study was to evaluate whether consumer orientation (active/passive) and psychological involvement (attitude, opinion, belief, and behavioral intention) affect satisfaction when dining in an ethnic restaurant. The sample represented 232 consumers who dined in participating Washington D.C. metropolitan area ethnic restaurants. Information was obtained by asking consumers to answer a four part, 86 item questionnaire. Correlation analysis revealed that opinion (r = 0.17, P < 0.04), belief (r = 0.28, P < 0.01), and behavioral intentions (r = 0.19, P < 0.02) of the active consumer significantly affect satisfaction. Whereas, for the passive consumer no significant effect was found. Results of the stepwise regression analysis revealed that consumer psychological involvement and restaurant attributes affect satisfaction with service (R² = 0.57, p<0.05), satisfaction with lunch (R² = 0.8, p<0.05), satisfaction with dinner (R² = 0.33, p<0.05), and satisfaction with the overall dining experience (R² = 0.39, p<0.0l). Further, it was found that consumers' future visitations, within the next few weeks, were affected by consumer's psychological involvement (R² = 0.53, p<0.0l). Restaurant attributes (speed of service; employee courtesy; and food quality and prices) affected overall satisfaction in dining (R² = 0.4, p<0.0l), but it weakly affected future visitations (R² = 0.04, p<0.04, negative Mallows' Coefficient). The findings of this study contribute not only to consumer self-concept theory and satisfaction theory but also have practical implications to the ethnic restaurant industry.Ph. D.
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Galloway, Kelly Lou. "Selected marketing communication methods influencing young adults' perceptions and buying intentions of healthy foods in South Africa." Thesis, Nelson Mandela Metropolitan University, 2013. http://hdl.handle.net/10948/6312.
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For more than a decade (2001 – 2012) there has been extensive research conducted on the impact of marketing on food consumption, the promotion of healthy lifestyles and the use of media communication channels in the restaurant industry. However, no known research has focused specifically on the healthy fast-casual restaurant segment with a specific focus on media communication channels. This study attempts to address this limitation. The study deals with selected media communication channels and their influence on the healthy lifestyle perceptions and healthy lifestyle purchase intentions of young adult consumers in South Africa. The study considers the impact that a more selective choice of media communication channel can have on restaurants in the healthy fast-casual restaurant segment. Media communication channels are a vital part of a restaurant’s marketing communication program as they transmit messages between the business and its target market. In South Africa’s restaurant industry, there are numerous businesses that are conveying messages to consumers regarding their market offerings. This advertising clutter is aggravated by healthy fast-casual restaurants needing to compete against traditional fast-casual restaurants who are adding healthier items to their menus. The study’s secondary research included a literature review on marketing communication, selected media communication channels (print media, display media, broadcast media and online media) and the South African restaurant industry (with a focus on the healthy fast-casual segment). In addition, perception and purchase intention were discussed with a focus on healthy lifestyles and young adult consumers. In order to establish the influence of the selected media communication channels (print media, display media, broadcast media and online media) on young adults’ healthy lifestyle perceptions and healthy lifestyle purchase intentions an empirical investigation was also conducted. A positivistic research paradigm was used as quantitative methods were performed to identify significant relationships among the selected variables. The sample consisted of students from the Nelson Mandela Metropolitan University. A total of 440 questionnaires were distributed, with 350 usable. Therefore, a response rate of 79.55 per cent was obtained. The empirical investigation revealed that the items in the questionnaire that were used to gather information about healthy lifestyle perception and healthy lifestyle purchase intention loaded together on one factor which was renamed healthy lifestyle buying behaviour. Multiple regression analysis indicated that positive and statistically significant relationships existed between print media and healthy lifestyle buying behaviour and between online media and the healthy lifestyle buying behaviour of young adults. These relationships imply that an increased use of print media will reflect increased buying behaviour that supports healthy lifestyles amongst young adults. Similarly, the more online media is used, the more young adult buying behaviour will reflect healthier choices. This implies that restaurants in the healthy fast-casual restaurant segment can increase the demand for their market offerings and stand out amongst the advertising clutter through a more deliberate use of print media and online media. The study includes strategies that can be used to improve the use of print media and online media in order to influence the healthy lifestyle buying behaviour of young adults. Healthy lifestyle buying behaviours essentially will increase the demand for goods that support healthy lifestyles and therefore increase the demand for healthy fast-casual restaurants. The provision of healthy menu items and a more focused marketing program can be used as a strategy to attract more young adults as consumers, to grow business relationships with this target market, to enhance business performance and to create a healthier South African community.
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Azizi, Taha. "Exploring an experiential marketing phenomenon : the dining experience." Thesis, Lethbridge, Alta. : University of Lethbridge, Faculty of Management, c2011, 2011. http://hdl.handle.net/10133/3233.
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This research focuses on dining experience as an example of experience marketing. In this study, the qualitative research method has been used to derive particular concepts involved in the dining experience from the bodies of reviews. Similarly, quantitative content analysis method has been used to provide rich and valuable information about the concepts explored from the qualitative data. Inferential statistics has been used in the study to test hypotheses about the relationships between elements in the dining experience context. The results indicate that food quality is the most important predictor of the dining satisfaction while service quality may not be an effective factor to create satisfaction. Moreover, social needs in dining experience are more evident in dinners than in lunches. The results of the study reveal the effectiveness and applicability of the online review analysis in bringing new insights from dining experience to contribute to the field of experience economy.viii, 127 leaves ; 29 cm
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Soares, Joana Sofia de Macedo. "Plano de marketing para o restaurante "Zé do Prego"." Master's thesis, Instituto Superior de Economia e Gestão, 2015. http://hdl.handle.net/10400.5/10826.
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Mestrado em MarketingEste projeto tem como objetivo a elaboração de um plano de marketing para o restaurante "Zé do Prego". Situado no coração da cidade do Porto, o "Zé do Prego" é uma casa de pregos a funcionar desde Novembro de 2014. De modo a orientar a abordagem da empresa ao mercado, foi desenvolvido um plano de marketing com o intuito de dar resposta às necessidades do restaurante, através de estratégias que possibilitem o reforço da sua presença no mercado da restauração portuense. No seguimento de uma parceria colaborativa com o restaurante é utilizada uma metodologia de action research, dentro do contexto específico da empresa e do setor da restauração português. No âmbito da natureza interativa do processo de diagnóstico, foi lançado um inquérito de satisfação aos clientes que visitaram o restaurante no período de 29 de Julho a 10 de Agosto, com base no modelo SERVQUAL de Parasuraman, Zeithaml e Berry (1988). De modo geral, os clientes afirmam estar satisfeitos com o serviço prestado pelo restaurante, pesa embora não acreditem que o mesmo compreenda as suas necessidades específicas ou atue pelo seu melhor interesse. Deste modo, a estratégia formulada irá assentar na reformulação do mix promocional, com ênfase no modo como o restaurante se comunica com os seus clientes e com o mercado.
This project aims to develop a marketing plan for the restaurant "Zé do Prego". Located in the heart of Oporto, "Zé do Prego" is a "casa de pregos" working since November, 2014. A marketing plan was developed to guide the company's approach to the market, in order to meet the restaurant's needs, through strategies that will allow strengthening its market presence in Oporto's restaurant sector. Following a collaborative partnership with the restaurant, it is used an action research methodology within the specific context of the company and the Portuguese restaurant sector. As part of the interactive nature of the diagnostic process, a satisfaction survey was launched to customers who visited the restaurant in the period from 29 July to 10 August, based on SERVQUAL model from Parasuraman , Zeithaml and Berry ( 1988). In general customers say they are satisfied with the service provided by the restaurant, although they do not believe that the restaurant understands their specific needs or acts accordingly to their best interest. Thus, the formulated strategy will be based on the reformulation of the promotional mix, with emphasis on the way the restaurant communicates with its customers and market. With this, it is intended, in particular, that this plan promotes change within the company in order to cope with threats to its consolidation in the industry, hoping that marketing will play a central role in company's management.
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Olson, Christopher Carl. "Determinants of Tipping Rates: New Findings and Extensions." Scholar Commons, 2017. http://scholarcommons.usf.edu/etd/7069.
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There is a movement underway to eliminate the practice of tipping restaurant servers that is gaining momentum (Goldberger, 2015). In lieu of gratuities, restaurants are simply raising menu prices or assessing a service charge and paying servers a fixed hourly wage (Kummer, 2016). Before restaurateurs can adopt such a strategy, they need to thoroughly understand the factors that affect tipping behavior in order to develop meaningful fixed wage rates that do not diminish service levels or employee morale. The first step in this process is a better understanding of the determinants of tipping rates.
The existing research has identified many factors that influence tipping rates. Some factors are outside of the server’s control such as the server’s and the customer’s race, the size of the bill, the size of the dining party, and whether or not alcohol was consumed. Other factors are within the servers control such as the quality of the service, whether they squatted at the table, or wrote a smiley face on the guest check. Most of this research, however, is based on empirical analysis using small samples sizes and/or questionnaires that may not reflect actual behavior, or data from interviews based on what consumers say they did. The contribution of this research is that I identified two additional significant determinants of tipping rates, sales tax rates and discount rates, which have not previously been studied. This research also extends the previous research related to the impact of bill size and dining party size but with a significantly larger sample. The study presented herein includes an analysis over 75 million guest checks from 43 brand-name restaurants across 1,202 locations over three years to understand precisely how customers behaved.
The data were analyzed using a two-way fixed effects, ordinary least squares model to limit time and spatial controls to a single national time trend with state fixed effects. The state fixed effects control for differences across states that are fixed over time and quarterly fixed effects will control for factors that impact tipping rates equally across all states in a given quarter. Robust standard errors were clustered for the 43 restaurant brands and twelve quarters of time to account for temporal serial correlation in the error terms within the locations.
The analysis revealed that there is a positive relationship between sales tax rates and tipping rates and an inverse relationship between discount rates and tipping rates. This essentially implies that consumers are tipping on the post-tax bill net of any discounts. The study also confirms the results of certain prior research in that both party size and bill size are inversely related to tipping rates up to a certain point.
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Seo, Soobin Hwang Johye. "Consumer reactions to restaurants' post-food crisis marketing strategies a risk-benefit appraisal approach /." Diss., Columbia, Mo. : University of Missouri--Columbia, 2009. http://hdl.handle.net/10355/6601.
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Title from PDF of title page (University of Missouri--Columbia, viewed on Feb 18, 2010). The entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file. Thesis advisor: Dr. Johye Hwang. Includes bibliographical references.
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Sepúlveda, Filipa Maria da Cruz Filipe. "O efeito da musica ambiente no comportamento do consumidor : o caso dos restaurantes." Master's thesis, Instituto Superior de Economia e Gestão, 2011. http://hdl.handle.net/10400.5/10292.
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Mestrado em MarketingO presente estudo visa investigar qual o impacto que a presença de música ambiente e respectivas variações do tempo da música, num ambiente de restaurante, tem junto do comportamento do consumidor, averiguando se é, ou não, uma ferramenta de marketing eficaz. Através de uma abordagem metódica e quantitativa, ir-se-á investigar se a presença de música ambiente e as suas respectivas variações no tempo afectam positivamente o tempo que os consumidores passam no interior do espaço e quais os seus diferentes tipos de gastos. Para isso, foi conduzida uma experiência, num restaurante situado na zona de Miraflores, onde durante 3 semanas se utilizou a técnica de observação para estudar os comportamentos dos consumidores nas 3 condições de estudo: sem música ambiente, com música ambiente de tempo lento e com música ambiente de tempo rápido. Embora os resultados obtidos não permitam validar muitos dos objectivos propostos na presente investigação, verificou-se que muitas das variáveis alvo de estudo, sofreram ligeiras melhorias aquando a presença de música ambiente e em alguns casos mais concretos, aquando da presença de música ambiente com tempo lento.
The following paper aims to explore which is the impact that the presence of environmental music and its respective variations in tempo over a restaurant environment has on consumer behavior, and to check whether or not, it can act as an effective marketing tool. Throughout an exhaustive fact based analysis, it will be investigated if the presence of environmental music, with its variations in tempo, affects positively the time spent inside the restaurant, and which are the impacts over the different spending categories. With that vision in mind, it was conducted an experiment, in a restaurant located on Miraflores, Lisbon area, where during three weeks, the observation method was used to study the consumer behavior on the 3 study conditions: without environmental music, with slow tempo environmental music and finally, with fast tempo environmental music. Although the results obtained did not allowed to validate much of the objectives proposed by the investigation, it was worth of note that plenty of the variables that were studied suffered slight improvements when subjected to environmental music, and in some cases with the use of slow tempo environmental music.
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Bennett, Tasheenia. "Marketing Strategies: How Small Restaurant Businesses use Social Media." ScholarWorks, 2017. https://scholarworks.waldenu.edu/dissertations/3429.
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Social media has changed the way businesses relate to their customers. Since the beginning of social media, traditional methods of communicating with customers have begun to decline. The purpose of this multicase study was to determine the strategies of 5 owners of small restaurant businesses in Western North Carolina who successfully used social media marketing for 1 year or more. Rogers's diffusion of innovation theory was the conceptual framework for this study. Data collection included semistructured interviews, documents pertaining to social media marketing strategies, and social media pages and websites from the participating restaurants. These data were analyzed following Yin's 5-step analysis plan. The themes that emerged were social media platforms, word-of-mouth, and challenges implementing social media. Facebook, Yelp, and Instagram were the most used social media platforms. The participants implied that word-of-mouth has the potential to increase sales and to grow business. Challenges implementing social media included the ability to be consistent and actively engaged on the social media sites to allow business owners to respond quickly to negative posts made by customers. Small restaurant businesses can be successful if they develop and implement a social media presence, encourage customer feedback, and formulate a plan to overcome obstacles and challenges that may arise with implementing social media marketing strategies. These findings contribute to positive social change by increasing the sustainability of small businesses in the community, which may drive economic development and improve community relations.
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Hu, Hsin-Hui. "Personality types and consumer preferences for multiple currency usages a study of the restaurant industry /." Connect to resource, 2005. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1123254977.
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Thesis (Ph. D.)--Ohio State University, 2005.Title from first page of PDF file. Document formatted into pages; contains xii, 178 p.; also includes graphics (some col.). Includes bibliographical references (p. 115-128). Available online via OhioLINK's ETD Center
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Guo, Hui. "A feasibility study for a quick-service restaurant in Chengdu, China." Menomonie, WI : University of Wisconsin--Stout, 2006. http://www.uwstout.edu/lib/thesis/2006/2006guoh.pdf.
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Lovda, Kathryn Lynn. "THE OHIO BAR AND RESTAURANT RECYCLING TOOLKIT: A RESOURCE DESIGNED TO ASSIST BARS AND RESTAURANTS IN IMPLEMENTING AN EFFECTIVE RECYCLING PROGRAM TO HELP MEET OHIO’S DEMANDS FOR RECYCLED GLASS." Miami University / OhioLINK, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=miami1416995518.
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Jennings, Edward. "Determinants of behavioral intention to use mobile coupons in casual dining restaurants." Thesis, University of Phoenix, 2014. http://pqdtopen.proquest.com/#viewpdf?dispub=3583289.
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Each year, over 300 billion dollars of print coupons are distributed, yet the redemption rate is less than one percent. As of 2010, 93% of the U.S. population has one or more cell phones providing anytime, anywhere access. Despite the 2009 economic downturn, Americans still spend 41% of their food budget outside of the home. The specific problem to be studied is the behavioral intention of young adults, 18 to 24 years of age, attending private, non-profit universities to use mobile coupons for casual restaurant dining. The purpose of this quantitative, cross-sectional correlation study was determining the relationship between five independent variables: (a) performance expectancy, (b) effort expectancy, (c) social influence, (d) fear of spam, and (e) opting-in; and one dependent variable: participants' behavioral intention to use mobile coupons for casual restaurant dining. The results demonstrated a strong positive correlation between all of the variables except fear of spam and the dependent variable: the behavioral intention to use mobile coupons for casual dining restaurants. There was no relationship between the fear of spam and the behavioral intention to use mobile coupons. This, in itself, was an important finding. Recommendations for using mobile coupons include coupon promotion as a component of the marketing mix, mobile coupons as a unique way of encouraging new menu items, creating an easy path to opt-in, and creative ideas for coupon face-value promotions. Mobile coupons have the potential to exceed the redemption rates of printed coupons.
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Lucas, Tammira. "Marketing Strategies to Increase Sales in Small Family-Style Restaurant Businesses." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5020.
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Small business owners understand the advantages of using social media as a marketing tool; however, some of these owners do not leverage social media marketing strategies to increase sales. Small business owners who fail to implement social media marketing strategies minimizes the potential to gain new customers; thus, negatively impacting sales. The purpose of this qualitative multiple case study was to explore social media marketing strategies used by five small family-style restaurants in Maryland. Berry's relationship marketing theory was the conceptual framework for this study. Data collection included semistructured interviews, documents pertaining to social media marketing strategies, and social media pages and websites from the participating restaurants. These data were analyzed following Yin's 5-step analysis plan. Key themes that emerged were (a) social media platforms small family-style restaurant owners use to increase sales and were most effective, (b) employees' response to social media marketing strategies small family-style restaurant owners use to increase sales, and (c) relationship marketing. The implications for positive social change include the potential to increase the knowledge of future entrepreneurs and show them how technology can help them launch and grow their businesses faster creating an atmosphere of better customer services. Increasing the demand for employment can have a direct impact on decreasing the unemployment rate within the United States, particularly in the state of Maryland.
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Chatzopoulou, Eleni. "A grounded theory of authenticity and quality constructions for ethnic restaurants : implications for effective marketing strategies." Thesis, University of Newcastle upon Tyne, 2018. http://hdl.handle.net/10443/3991.
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Purpose: Authenticity and quality are important criteria in consumers’ selection of food hospitality services and are therefore essential characteristics in the development of a competitive marketing strategy and service delivery. This thesis examines the concepts of authenticity and quality at the ‘exchange intersection’ through an analysis of Greek ethnic restaurants’ constructions of authenticity and quality, and their consumers’ perceptual and experiential perspectives on these. Methodology: The research followed a Grounded Theory approach and used qualitative research methods, specifically in-depth interviews incorporating projective techniques to generate data from a cross-national sample of restaurateurs (n=19) and their consumers (n=23) in Greece and in the U.K. NVivo10 was utilised to facilitate the inductive and interpretive analysis. Findings: Restaurateurs’ constructed meanings of authenticity are shaped by their identities and experiences. A restaurant’s authenticity is structured upon the ethnicity of the staff, the menu, origin of the ingredients and wine, décor of the restaurant, music and entertainment as well as the methods of cooking. Similarly, consumers construct meanings of authenticity based on their identities. These constructions are either pragmatic iconicity, ancestral indexicality or innovative iconicity. Indexical authenticity is of greater salience for consumers of the same ethnic origin as the restaurant. Both restaurateurs and consumers perceive authenticity as a synonym for quality. Ethnic restaurants’ authenticity and quality meanings are transmitted via Word of Mouth (WOM) and electronic Word of Mouth (eWOM) between actors. Theoretical contribution: The thesis contributes to the literature on authenticity and quality by demonstrating how ethnic identities shape the salience of indexical and existential conceptualisations of authenticity. Consumers for example who share the same identity with the restaurant’s theme are stricter with their judgements about the authenticity and quality of these restaurants. Relationships between authenticity and quality conventions, which were previously underdeveloped in Quality Conventions xv theory (QCT), are explored. An integration of quality and authenticity is proposed via the identified additional authenticity convention category. More specifically, quality and authenticity integrated perceptions are outlined within the ethnic restaurants context for the first time. Drawing on Actor Network theory (ANT), the thesis discusses how these two meanings are transmitted in the communication network of restaurateurs and consumers via word of mouth or eWOM. ANT is enriched now with insights about the ethnic restaurants sector and also by adding quality and authenticity constructed meanings to the theory. Finally, according to the findings, within the communication network of consumers WOM is the most influential communication method for ethnic restaurants rather than eWOM and online feedback. Managerial insight: The findings indicate how effective promotional methods, authenticity and quality perceptions can help restaurateurs to better engage with their customers while also respecting their culinary culture. Ethnic-themed restaurants are informal but powerful ambassadors for a country’s culture. Certification or official authentication could help protect and promote these assets for cultural and financial benefits, and this is discussed.
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Atik, Gumuscu Sezen. "Use of marketing communication tools by micro and small enterprises : A case study based on three small restaurants in Umeå." Thesis, Umeå universitet, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-136106.
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Changing and development characterize all areas of life in contemporary world, also businesses have begun to move from traditional marketing approaches to relationship marketing which is a customer based approach. New marketing strategies and application have developed for reaching more customers and keeping existing customers. Marketing communication tools are one of these marketing strategies. However, the application of these strategies like marketing communication tools is based on enterprises ́ budget. In this context,small enterprises are more influencedthan large organizations as relating to high costs. This study examines a fundamental issue using marketing communication tools by small businesses, i.e., the functions such toolsto build new customers or keep existing customers. I argue that small firms face some challenges applyingmarketing communication tools such as, financial limitations and lack of marketing experience. In addition, the fact that small firms struggle with theselimitations has been studied through this study. A qualitative research strategy has been applied with the semi-structured interviews to collect the data for this study. In order to collect data for this study appropriate sampling strategy was used and this study includes primary data about three micro and small restaurants that are available and accessible in the environment that is in northern Sweden, Umeå. The interviews have been structured based on the previous theories identified in marketing communication tools. To summarize, basing on analyzingfindings the most used marketing communication tools advertising, Internet and sales promotion by three small restaurants and financial limitations have been most important barriers to applymarketing communication tools by small restaurant businesses. Because of this reason, small sized restaurants have not used marketing communication tools according to their needs. The results of this study also show that although the importance of marketing communication tools is known by small firms, but these businesses cannot encourage for improving their marketing activities because of challenging limitations. For improving the known potential efficiency of marketing communication tools for small firms, marketing communication tools should be used as professionally by small firms and small firms should separate budget to use these tools.
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Edwards, Douglas Grant. "Strategic Managerial Responses to Critical Service Events in Restaurants." ScholarWorks, 2016. https://scholarworks.waldenu.edu/dissertations/2067.
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Inappropriate managerial responses to critical service events (CSEs) in restaurants contribute to an increased rate of customer defection and restaurant failure. Some restaurant managers lack employee-training strategies that may enhance service recovery from CSEs. This case study explored what employee-training strategies participants deemed essential to enhance service recovery to CSEs. The population for this study was restaurant managers from a U.S. regional chain in South Carolina with at least 3 years of employee-training experience. Organizational learning theory was the conceptual framework for this study. Data collection included semistructured face-to-face interviews with restaurant managers and an exploration of company archival documents related to CSEs. Using Yin's 5 step data analysis method (i.e. compiling, disassembling, reassembling, interpreting, and concluding), 3 major themes emerged: customer needs and requests, which included the importance of listening to customers and affirming their requests; employee actions and attitudes, which included opinions about the ideal employee demonstrating a great attitude when correcting mistakes; and training, which included multiple methods to improve employee performance through continuous training. Recommendations for action included how to instruct employees to listen, apologize, solve problems, and thank customers. Restaurant managers may apply these results to improve service quality and customer experiences. Social implications include strategies to create positive experiences for employees and customers enhancing community employment and business sustainability.
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Weinreich, Carrie. "Marketing Strategies Restaurant Leaders Use to Develop Their Customer Base." ScholarWorks, 2016. https://scholarworks.waldenu.edu/dissertations/2464.
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Surviving past the first year of operation is a growing concern for independent, full-service restaurants. Some restaurant leaders lack the marketing strategies necessary to develop a loyal customer base and survive beyond the first year of operation. The purpose of this multiple case study was to explore the marketing strategies that independent, family-oriented, full-service restaurant leaders located in the Pittsburgh, PA, metro area in business for at least 5 years have used to develop their customer base during the first year of operation. This study was guided by the 7Ps of marketing theory, which emphasizes how people, including customers and employees, influence the marketing process. Data were collected through in-depth semistructured interviews with 3 restaurant leaders and secondary documentation that included marketing and business strategies, customer base data, and profitability records during the first year of operation. Data were analyzed using a comparison analysis method to establish 3 emergent themes: immediate influence of word of mouth, power of consumer-driven marketing and social media, and the need for an integrated marketing mix. Findings indicate that these family-oriented, full-service restaurants were able to develop a customer base during their first year of business by integrating marketing strategies including word of mouth, social media, and limited print advertising. This study could assist these restaurant leaders in creating best practices for developing a customer base and surviving past the first year of operation. The implications for positive social change include the potential to empower restaurant leaders to engage in cause-related marketing, increase viability in local communities, and promote development of independent restaurants and small businesses.
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Ying, Wai-yin, and 應慧賢. "Marketing in China: an analysis of the rapid growth of the multi-national fast food chains." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2003. http://hub.hku.hk/bib/B27025469.
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Matson-Barkat, Sheila. "Des expériences sensorielles aux sens des expériences : une approche CCT de l'expérience des touristes au restaurant." Rennes 1, 2012. http://www.theses.fr/2012REN1G011.
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Le marché mondial de tourisme évoluant à toute vitesse, notre recherche a comme objectif d'apporter un approfondissement de la compréhension d'une expérience touristique très répandue, celle du tourisme au restaurant. Plus précisément, en ancrant notre recherche au sein de la CCT (Consumer Culture Theory), nous nous intéressons au sens de ses expériences pour les touristes. Avec une approche sans a priori, inspirée de la Grounded Theory, et en mettant en place des méthodologies ethnographiques, nous allons à la rencontre des touristes français et international en Bretagne. L'interprétation du corpus permet d'observer l'émergence de plusieurs sens saillants de l'expérience au restaurant pour les touristes, notamment et entre autre, celui de l'appropriation culturelle et en ensemble de sens sociaux. Cette recherche confirme l'intérêt des approches CCT dans la recherche s'intéressant aux touristes et ouvre la voie vers de nouvelles recherches, notamment concernant l'expérience des touristes en famille.
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Thompson, Kelly R. "The millennial generation and wine purchasing beliefs in casual dining restaurants." Diss., Kansas State University, 2010. http://hdl.handle.net/2097/4636.
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Doctor of PhilosophyDepartment of Hospitality Management and Dietetics
Elizabeth B. Barrett
The primary purposes of this research were to 1) use the Theory of Planned Behavior (TPB)to assess Millennial generation wine consumers attitudes, perceived behavioral controls, and subjective norms related to purchasing wine in casual dining restaurants (CDR), and 2) use Conjoint Analysis (CA) to analyze Millennials’ preferences for wine information on the restaurant menu. An instrument was designed based on the TPB and CA and was sent online to 216 consumers using the database of a market research firm (e-rewards). Independent variables (attitude, perceived behavioral control, and subjective norms) were analyzed to predict behavioral intentions to purchase wine. Principal component analysis was combined with multiple linear regression to assess intention. Results identified attitudes and subjective norms as being significant in predicting behavioral intention, perceived behavioral controls was partially significant. Millennial’s believe ordering wine with their friends and family in casual dining restaurants will make them feel smart and sophisticated and will increase the enjoyment of food. However, they do not believe wine consumption is appropriate in CDR’s; they had strong perceptions that wine is purchased for special occasions and consumed in fine dining restaurants. Part II of the study employed conjoint analysis to determine Millennials preferences for wine information on the menu. Results indicated that Millennials prefer menus that provide wine/food pairing information, wine flavor descriptors located near food listings and quality wines at an affordable price. Millennials attitudes, subjective norms, and perceived behavioral controls support previous research that this generation is interested in wine and wine is a social experience that increases their enjoyment of food and time spent with their friends and family. Through the use of CA, the present study suggests wine information on the menu is important to this segment of consumers. Additional research should be conducted to understand the stereotypes this generation has about wine consumption in casual dining restaurants. These operators and owners should consider focusing their marketing efforts showing Millennials enjoying wine while celebrating special occasions with their friends and family. In addition, redeveloping menus in their operations to add wine information may increase interest in wine and generate profit.
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Kostková, Hana. "Nové marketingové koncepty v nabídce stravovacích služeb." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76365.
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Diploma thesis is on researching new marketing concepts in food services offer, especially restaurants. Aim of the thesis is to gain more detailed information from the field of marketing of food services, analysis of the new concepts and examination of hypothesis of the survey research. The thesis is divided into four chapters. To the forefront of interest are brought above all innovative and experiential marketing approaches, which are introduced in the first chapter. There is also mentioned theory of marketing management and characteristics of services marketing. In the second chapter the thesis focuses on tourism services marketing. In the third chapter are analyzed marketing concepts of restaurant businesses in the Czech Republic and foreign countries. Next, fourth chapter includes analysis of results of the survey that was carried out online. Goal of this research, that was carried out for purposes of this thesis, is to find out how many interviewees have ever been, either in the Czech Republic or in any foreign country, in experiential restaurant and what in particular evoked the experience. The next part of this chapter features two interviews with professionals from the field of tourism and food services.
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Muñante, Arias Hugo Daniel, and Chirinos Shirley Mary Pinto. "Relación entre los principales factores y características de las aplicaciones móviles de pedidos de alimentos con la satisfacción electrónica e intención continúa de reúso según sexo y edad de 16 a 35 años de las zonas 6 y 7 de Lima Metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2021. http://hdl.handle.net/10757/656449.
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La presente investigación tiene por objetivo identificar y examinar los principales factores que guarden relación con la satisfacción electrónica y la intención continua de reúso en usuarios de apps de pedidos de alimentos en las zonas 6 y 7 de Lima Metropolitana. La metodología incluyó una investigación cuantitativa, no probabilísitca, transeccional y correlacional.
Los factores de estudio aplicados a esta investigación son la satisfacción electrónica, intención continua de reúso, expectativa de rendimiento, de esfuerzo, condiciones facilitadoras, influencia social, valor precio, motivación hedónica, habito, review online, calificación online y seguimiento online.
Como instrumento de investigación cuantitativa, se aplicaron 339 encuestas para analizar la relación entre las variables de estudio. Los resultados de la investigación, se analizaron análisis descriptivo de la encuesta elaborada, análisis estadístico y pruebas Cronbach, Kolmogorov – Smirnnov y Spearman de las variables extraídas de la corrida de SPSS.
Como resultados se obtuvo que la motivación hedónica y el seguimiento online son las variables que guardan mayor relación con la satisfacción electrónica. Así mismo, la influencia social y el hábito fueron las variables que guardaron mayor relación con la intención continua de reúso. Esperamos que los hallazgos de este trabajo contribuyan a un mejor entendimiento de los atributos de las apps de pedidos de alimentos desde la perspectiva de los usuarios, de tal modo que este sector de aplicaciones móviles pueda mejorar su oferta y amoldarla a lo que realmente buscan sus clientes.This paper aims to identify and examine the main factors related to e-satisfaction and the continued intention to reuse of mobile food ordering apps (MFOAs) in Zone 6 and Zone 7 of Metropolitan Lima. The methodology included a transectional non-probabilistic quantitative and correlational research. The study factors applied in this research are e-satisfaction, continued intention to reuse, performance expectancy, effort expectancy, facilitating conditions, social influence, price value, hedonic motivation, habit, online review, online rating and online tracking. We used an online survey as a quantitative research instrument, that was applied to 339 users with the objective to verify the relationship between the study factors. The results of the research where analyzed using descriptive analysis of the survey prepared, statistical analysis and tests Cronbach, Kolmogorov – Smirnnov and Spearman of the variables extracted from the SPSS analysis. As results, we obtained that hedonic motivation and online tracking are the variables that are most closely related to e-satisfaction. Likewise, social influence and habit were the variables that were most closely related to the continuous intention to reuse. We hope that the findings of this work contribute to a better understanding of the attributes of food ordering apps from the perspective of users, in such a way that this sector of mobile applications can improve its offer and adjust to what its customers are looking for.
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Henriksson, Dan, and Fredrik Andersson. "Hear it, Want it, Buy it! : A study of auditory stimuli as a primer of consumer choice in restaurants." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19435.
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Purpose: To assess the effect of a higher price, consumer age, and consumer gender on the relationship between music and consumer choice of food in a lunch restaurant. Methodology: An inductive-deductive approach was used in a three-step study which consisted of three focus groups, an experiment as well as a survey investigation. Findings: While not statistically significant at the 0.05 level, conditioned music showed a small tendency to affect consumer choice of food in a lunch restaurant. The reason for this is arguably a higher price might disrupt the condition music. Age was found to be statistically significant on a 0.05 level. Gender however, was not found to be statistically significant at the 0.05 level. Keywords: Sensory marketing, Consumer behaviour, Perception, Music, Age, price, Gender
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Simão, Mariana Sofia Santo. "Plano de social media marketing para a marca Hard Rock Cafe Lisboa." Master's thesis, Instituto Superior de Economia e Gestão, 2016. http://hdl.handle.net/10400.5/17296.
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Mestrado em MarketingO objectivo deste Trabalho de Projecto foi construir um Plano de Social Media Marketing para o Hard Rock Cafe Lisboa. Atualmente, o planeamento em social media é um elemento crucial no marketing de qualquer organização que ambicione uma presença forte no espaço online. O estudo qualitativo efectuado teve a action research como estratégia de investigação. Através da informação recolhida foi possível fazer uma análise interna e externa, definir objectivos de social media, caracterizar o segmento-alvo e delinear uma estratégia de social media e um plano de activação que permitam alcançar os objectivos de social media propostos: melhorar a perceção da marca, aumentar a lealdade da marca e impulsionar recomendações word-of-mouth. Estas recomendações devem servir de guidelines para a gestão do Hard Rock Cafe Lisboa para o período de Janeiro a Dezembro de 2017.
This Project Work intends the development of a social media marketing plan for the organization Hard Rock Cafe Lisboa. Currently, planning in social media is a crucial marketing element in any organization that ambitions a strong presence in the online space. The qualitative study carried out the action research as research strategy. Through the information gathered, it was possible to make an internal and external analysis, define the social media objectives, characterize the target segment and outline a social media strategy and activation plan to achieve the proposed social media objectives: enhance the perception of the brand, increase brand loyalty and drive word-of-mouth recommendations. These recommendations should serve as guidelines for the management of Hard Rock Cafe Lisbon for the period from January to December 2017.
info:eu-repo/semantics/publishedVersion
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Kim, Wansoo. "Customer share of visits to full-service restaurants in response to perceived value and contingency variables." Diss., Manhattan, Kan. : Kansas State University, 2009. http://hdl.handle.net/2097/1365.
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Mendoza, Ascurra Alicia Alejandra. "Elementos atmosféricos y calidad del servicio como determinantes de la satisfacción del consumidor de restaurantes con temática de cine en Lima Metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/655190.
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El marketing experiencial ha sido y sigue siendo importante para que las marcas logren que los clientes vivan experiencias inigualables. Por ello, estas se preocupan cada día en implementar este tipo de estrategias en sus procesos y, de esa manera, los consumidores vivan experiencias en torno a los servicios y productos; con el objetivo de crear relaciones duraderas y vínculos emocionales entre marcas y clientes.
De esta manera, las marcas que, hoy en día, se encuentran en la vanguardia de la implementación del marketing experiencial, son los restaurantes temáticos (cine, deporte, música, entre otros). Debido a que, se caracterizan por “trasladar” al cliente a otro espacio, a diferencia de un restaurante tradicional, gracias al servicio personalizado que brindan, y al tema y concepto que eligen poseer.
En tal sentido, el presente estudio, engloba al marketing experiencial dentro de los restaurantes con temática de cine, en base a los elementos atmosféricos y calidad del servicio. Los cuales, han sido considerados como factores para determinar la satisfacción del cliente. Para el desarrollo, se han aplicado técnicas cuantitativas y cualitativas, las cuales han sido un gran apoyo para lograr los resultados del presente estudio.Experiential marketing has been and continues to be important for brands to achieve that customers live unique experiences. For this reason, they are concerned every day to implement this type of strategies in their processes and, in this way, consumers live experiences around services and products; with the aim of creating lasting relationships and emotional ties between brands and customers. In this way, the brands that, today, are at the forefront of the implementation of experiential marketing, are the theme restaurants (cinema, sports, music, among others). Because they are characterized by “moving” the client to another space, unlike a traditional restaurant, thanks to the personalized service they provide, and the theme and concept they choose to possess. In this sense, this study encompasses experiential marketing within cinema-themed restaurants, based on atmospheric elements and quality of service. Which have been considered as factors to determine customer satisfaction. For development, quantitative and qualitative techniques have been applied, which have been a great support in achieving the results of this study.
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Macková, Martina. "Marketingová analýza vybraného podniku cestovního ruchu." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-264427.
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The thesis deals with marketing strategy of restaurant Na Pekárně. There are analyzed the opportunities, threats, strengths and weaknesses of the restaurant through a SWOT analysis, political-legal, economic, socio-cultural and technological environment through PEST analysis, microenvironment in relation to customers, competitors and suppliers, current marketing strategy of restaurant and used marketing tools. To obtain detailed information about the company was used marketing research in the form of interview and Mystery shopping. Based on the results of the analysis will be suggested a suitable marketing strategy for the future and potential improvements. Analysis, marketing strategy, SWOT, PEST, Mystery shoppint, marketing mix, restaurants
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Phakdeesuparit, Arunee. "A study of the relationship between discount coupons and repeat behavior of customers for pizza restaurants." Thesis, This resource online, 1994. http://scholar.lib.vt.edu/theses/available/etd-07212009-040429/.
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Chavez, Llerena Kathya Alexandra. "El visual merchandising y la influencia en la experiencia y la recompra en restaurantes temáticos deportivos." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653916.
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La presente investigación tiene como objetivo analizar la influencia que posee el visual merchandising en la experiencia del consumidor generando así una recompra en los diferentes restaurantes temáticos deportivos de Lima, Perú: Estadio, The Corner y The Houlihan's, restaurantes que tienen como foco principal brindar un espacio para el disfrute de deportes nacionales e internacionales con el motivo principal de, a partir de datos comprobados, impulsar los negocios de acuerdo con las nuevas demandas del mercado.
Esta investigación fue estudiada con una población de 202 participantes que asistieron a uno o más de estos establecimientos en los últimos dos años. Los métodos aplicados para la presente investigación fueron el enfoque cuantitativo, el diseño no experimental y el muestreo no probabilístico usando el método de bola de nieve a través de la técnica de recolección de datos mediante cuestionarios online.
Luego de realizar las pruebas de correlación para cada hipótesis formulada se pudo comprobar que el cliente posee un nivel alto de interés hacia la experiencia en los establecimientos a los que asisten, considerando el visual merchandising y logrando un nivel alto de satisfacción, recompra y lealtad hacia los restaurantes temáticos en estudio. Por ello, se recomienda a este tipo de establecimientos de retailfood temáticos, invertir y potenciar los elementos del visual merchandising que elevarán la experiencia hacia sus consumidores y por lo tanto incrementarán la recompra y lealtad hacia sus marcas.This research aims to analyze the influence of visual merchandising on the consumer experience thus generating a buyback in the different sports themed restaurants in Lima, Peru: Estadio, The Corner y The Houlihan's restaurants that have as their main focus provide a space for the enjoyment of national and international sports with the main reason of, from proven data, boosting business according to new market demand. This research was studied with a population of 202 participants who attended one or more of these establishments in the last two years. The methods applied for this research were quantitative focus, non-experimental design and non-probabilistic sampling using the snowball method through the online questionnaire data collection technique. After performing the correlation tests for each hypothesis formulated it could be verified that the client has a high level of interest towards the experience in the establishments they attend, considering the visual merchandising and achieving a high level of satisfaction, buyback and loyalty to the thematic restaurants under study. Therefore, it is recommended that such thematic retailfood establishments invest and enhance the elements of visual merchandising that will elevate the experience towards their consumers and therefore increase buyback and loyalty to their brands.
Trabajo de investigación
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Bumbulytė, Inga. "Aptarnavimo sferos (viešojo maitinimo)darbuotojų ir klientų požiūrių į elgesio kultūrą ir etiką analizė." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2008. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2008~D_20080122_093753-74683.
Full textAbstract:
Baigiamojo magistro darbo tema – „Aptarnavimo sferos (viešojo maitinimo) darbuotojų ir klientų požiūrių į elgesio kultūrą ir etiketą analizė“.
Darbe nagrinėjami aptarnavimo sferos (viešojo maitinimo) darbuotojų požiūriai į tuose pačiuose restoranuose dirbančių darbuotojų elgesio kultūrą ir etiketą bei klientų, besilankančių konkrečiuose restoranuose, požiūriai į juose dirbančių darbuotojų elgesio kultūrą ir etiketą. Aptarnavimo sferos (viešojo maitinimo įstaigų: restoranų) darbuotojų ir klientų požiūriai į tuos pačius veiksnius (darbuotojų elgesį, laikyseną, kalbėjimą, išvaizdą, bendrą restoranų aplinką) nesutampa, todėl nagrinėjama, kurios elgesio kultūros ir etiketo taisyklės yra svarbiausios aptarnaujančiam darbuotojui, o kurios – aptarnaujamam klientui.
Pirmoje baigiamojo darbo dėstymo dalyje „Elgesio kultūros, etiketo ir kokybės vadybos sąveika“ dalyje atlikta lyginamoji elgesio kultūros, etiketo, etikos ir protokolo sąvokų analizė, kuri parodė esminius šių sąvokų panašumus ir skirtumus, bei atskleista kokybės vadybos sąsaja su elgesio kultūra ir etiketu. Antroje dalyje „Viešojo maitinimo įstaigų (restoranų) darbuotojų elgesio kultūra ir etiketas“ išanalizuota darbuotojų elgesio kultūrą formuojantys veiksniai, taip atskleidžiamas reikšmingas aptarnaujančio personalo vaidmuo restorane. Trečioje praktinėje dalyje „Viešojo maitinimo (restoranų) darbuotojų (aptarnaujančio personalo) ir klientų požiūriai į elgesio kultūrą ir etiketą“ atliktos aptarnavimo sferos (viešojo... [toliau žr. visą tekstą]The subject matter of this Master’s thesis is „An analysis of the attitude towards the behaviour and etiquette of the service sector (public catering companies) employees and clients“. The paper deals with the service sector (public catering) employees’ attitude towards the behaviour and etiquette demonstrated by the employees working at the same restaurants, and with the attitude of the clients who visit specific restaurants towards the behaviour and etiquette demonstrated by the restaurant staff. The attitude of the service sector (public catering companies) employees and clients towards the same factors (employee behaviour, manners, way of speaking, appearance, and the overall atmosphere of the restaurant) is different; therefore, an analysis of which behaviour and etiquette rules are the most important for the employees providing services and for the clients receiving such services was undertaken. Section one of the final thesis titled „Liaison of behaviour, etiquette and quality management“ contains a comparative analysis of the concepts of behaviour, etiquette, ethics and protocol, which revealed considerable similarities and differences between the above-mentioned concepts, and relevation of liaison of quality management with behaviour and etiquette. Section two titled „Behaviour and etiquette of the public catering companies (restaurants) staff“ contains an analysis of the factors determining the employee behaviour, and the important role of the employees providing... [to full text]
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Godinho, Luís Nuno Guerra. "Plano de marketing para o restaurante A Curva do Bacelo." Master's thesis, Universidade de Évora, 2012. http://hdl.handle.net/10174/15185.
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As dificuldades que se colocam às empresas de dimensão micro são, na maioria das vezes, ultrapassadas pelos seus responsáveis com recurso a medidas que decorrem, sobretudo, da experiência anterior. Não havendo oportunidade nem conhecimento suficiente, da parte dos responsáveis, para a identificação das variáveis que o mercado introduz, nem da sua influência no respetivo negócio; e numa conjuntura de forte contração económica, a vulnerabilidade destas empresas é ainda maior.
O projeto que aqui se apresenta foi desenvolvido no âmbito da tese de mestrado em Gestão da Qualidade e Marketing Agro-Alimentar e visa a elaboração de um Plano de Marketing para o Restaurante a Curva do Bacelo Lda.
Os principais resultados evidenciam as seguintes dimensões críticas: comunicação da marca e do serviço suportada no “boca-a-boca”; fraca orientação para atrair novos clientes. Por oposição, um dos pontos fortes identificados consiste na fidelização dos clientes. Parecem contribuir para a capacidade de retenção da empresa a qualidade do serviço prestado, o custo da refeição e um conhecimento profundo dos clientes por parte dos colaboradores da empresa.
Face aos resultados apurados o plano que se sugere para a empresa em análise consiste, essencialmente, em aumentar a notoriedade da marca no mercado e o reconhecimento junto dos consumidores com recurso a uma campanha de comunicação suportada na presença internet e redes sociais, o que poderá constituir o canal privilegiado para a atração de novos clientes (público-alvo de faixa etária inferior); ABSTRACT: Micro size companies difficulties are most of the times overcome by measures decided by it owners, although based on their previous experience instead of specific knowledge about variables that are constantly presented by the market. This way these companies will be not able to understand the consequences and furthermore they will not be prepared to cope with these situations, especially within economic recession scenario.
This report is aimed to design a Marketing Plan for a micro size company: Restaurante a Curva do Bacelo Lda., under the master degree on ”Gestão da Qualidade e Marketing Agro-Alimentar”.
The results from our analysis identified, mainly, the following critical factors: brand and service communication based on “moth-to-moth” and poor orientation regarding new customer targets. On the other hand it was identified as one of the strongest performance indicators, the customers’ loyalty. From our analysis there are, mainly, three factors that are relate to this performance: service quality, it cost and a deeply knowledge from the costumer’s needs and preferences by the employees.
Given this the marketing plan suggested is aimed, mainly, to improve the brand notoriety through a communication campaign supported at internet and social networks, which might be, at the same time, the proper channel for attracting new customers (younger than the actuals).
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Almeida, Erick Bastos de. "O consumo público de eventos esportivos: um olhar para além dos estádios de futebol." reponame:Repositório Institucional do FGV, 2014. http://hdl.handle.net/10438/11470.
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The present study investigated the public consumption of live sporting events inside and outside the scope of stadiums. The main goal of the study was to determine if the fan (supporter), perceives a relation of substitution or complementarity between the favorable attitudes towards attendance at the stadium or at other public places to watch football games. Additionally, the study aimed to investigate the influence of the identification of a sports fan (supporter) with his team in the attitude and public consumption of the spectacle of soccer in the stadium or in other public places, as well as if demographic characteristics (gender and age group) exert some kind of moderating effect on the relationships studied. To address these issues we sought reference in SIT - Social Identity Theory and SCT - Self-Categorization Theory. A survey was conducted, targeting supporters of the four main soccer teams from Rio de Janeiro, through assisted structured interviews. The sample was intentional and of convenience and data collection totaled 507 valid questionnaires. Data analysis was performed in two stages. The first contemplating an exploratory factor analysis, which aimed at the preliminary observation of the quality of the scales. The second stage included a confirmatory factor analysis in order to purify the scales. Convergent, discriminant and nomological reliability and validity of the constructs were evaluated. To test the substantive hypotheses of the study the structural equation modeling technique and multigroup analysis were used. The analysis results allowed empirical support of three out of the five substantial hypotheses. The results suggest that (a) The identification of the fan with the team exerts a positive influence on the attitude towards watching games at the stadium; (b) The favorable attitude of fans towards the stadium exerts a positive influence on the attendance at the stadium; and (c) The favorable attitude of fans towards public places exerts a positive influence on attendance at public places. However, we could not fully support the hypothesis that (d) identification of the fan with the team influences the attitude towards public places; and (e) The attitude of fans towards the stadium influences the attitude towards public places. The moderating effects of gender and age group were also not supported.
O presente estudo investigou o consumo público de eventos esportivos ao vivo dentro e fora do âmbito dos estádios. O objetivo principal do estudo foi determinar se o fã (torcedor), percebe uma relação de substituição ou de complementaridade entre as atitudes favoráveis ao comparecimento ao estádio ou a outros locais públicos para assistir a jogos de futebol. Adicionalmente, o estudo objetivou a investigação da influência da identificação do fã do esporte (torcedor) com seu time na atitude e consumo público do espetáculo do futebol no estádio ou em outros locais públicos; bem como se as características demográficas (gênero e faixa etária) exercem algum tipo de efeito moderador sobre as relações estudadas. Para abordar estes temas buscou-se referência na SIT – Social Identity Theory e na SCT – Self- Categorization Theory. Foi realizado um levantamento (survey), envolvendo torcedores dos 4 times cariocas de maior torcida, mediante entrevistas estruturadas assistidas. A amostra foi intencional e de conveniência e a coleta de dados totalizou 507 questionários válidos. A análise dos dados foi realizada em duas etapas. A primeira contemplando uma análise fatorial exploratória, que objetivou a observação preliminar da qualidade das escalas. A segunda etapa contemplou uma análise fatorial confirmatória com o objetivo de purificar as escalas. Foram avaliadas a confiabilidade e a validade convergente, discriminante e nomológica dos construtos. Para testar as hipóteses substantivas do estudo utilizou-se a técnica de modelagem de equações estruturais e a análise de multigrupos. Os resultados da análise permitiram suportar empiricamente três das cinco hipóteses substantivas. Os resultados sugerem que (a) A identificação do fã com o time exerce influência positiva sobre a atitude em relação a assistir a jogos no estádio; (b) A atitude favorável do torcedor em relação ao estádio exerce influência positiva sobre o comparecimento ao estádio; e (c) A atitude favorável do torcedor em relação a locais públicos exerce influência positiva sobre o comparecimento a locais públicos. Todavia, não foi possível suportar integralmente as hipóteses de que (d) A identificação do fã com o time exerce influência sobre a atitude em relação a locais públicos; e (e) A atitude do torcedor em relação ao estádio exerce influência sobre a atitude em relação a locais públicos. Também não foram suportados os efeitos de moderação do gênero e faixa etária.
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Liujuan, Li. "Marketing plan for the “Oriental Tea” restaurant." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19008.
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Mestrado em MarketingO objetivo deste projeto é melhorar o desempenho de um restaurante chinês, o "Oriental Tea" através da realização de um plano de marketing. O restaurante "Oriental Tea" está situado numa cidade turística popular do Algarve, em Portugal. Estando inserido numa bonita paisagem natural, o restaurante "Oriental Tea" atende milhares de turistas todos os anos. Procura enriquecer a experiência gastronómica do turista com o seu restaurante e diferenciar-se dos seus muitos concorrentes. No entanto, nos últimos anos o restaurante tem registado uma quebra nos lucros, em face da concorrência cada vez mais intensa registada neste setor. Após uma pesquisa preliminar, foi desenvolvido um plano de marketing para ajudar o restaurante a aumentar a sua receita. O objetivo é aumentar a receita em 20% até o final de novembro de 2020, comparando com o mesmo período de 2018. Foi desenvolvido e aplicado um questionário online para turistas em geral e foram feitas entrevistas a clientes presentes no restaurante para obter informação sobre os principais fatores que afetam a satisfação do cliente, inpirado do modelo SERVQUAL. Foi adotada uma abordagem quantitativa para analisar os dados coletados no inquérito a turistas e a clientes. O principal contributo deste plano de marketing é o reconhecimento da importância do marketing e da comunicação na restauração.
The purpose of this project is to improve the performance of a Chinese restaurant, "Oriental Tea" by developing a marketing plan. The "Oriental Tea" restaurant is situated in a popular touristic city in the Algarve, Portugal. Being surrounded by a beautiful natural landscape, the "Oriental Tea" serves thousands of tourists every year. It aims to enrich tourists' experiences in the restaurant and to differentiate from its many competitors. However, it has been struggling with decreasing profits in the last few years, while facing increasingly intense competition in this industry. After preliminary research, a marketing plan was developed to help the restaurant improve its revenue. The objective is to increase its revenue by 20% until the end of 2020, comparing to the same period of 2018. An online survey to general tourists and interviews with customers in the restaurant were carried out to collect the data on the main factors affecting customers' satisfaction, inspired by the SERQUAL model. A quantitative approach was used to analyze the data collected. The main contribution of this marketing plan is to recognize the importance of marketing and communication in the catering industry.
info:eu-repo/semantics/publishedVersion
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Schill, Helena, and Therese Goldring. "Don't address their brains. Address their hearts! : En studie om sinnesmarknadsföring vid restaurangupplevelser." Thesis, Södertörns högskola, Institutionen för naturvetenskap, miljö och teknik, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-19502.
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Restaurangbranschen är en del av turistindustrin och viktig för näringens utveckling. Fokus i denna studie har inriktats mot restaurangföretag och deras möjligheter att påverka gäster med hjälp av sinnesmarknadsföring. För att visa på marknadsföringens goda inverkan på företag genomfördes en observation samt intervjuer med marknadsföringsexperter och inredare. Det framkom att sinnesmarknadsföring, som involverar människans fem sinnen, ökar gästens uppehållstid och viljan att spendera pengar i besöksmiljön. Uppsatsen syftar till att belysa hur företag på ett effektivt sätt kan påverka en gästs restaurangupplevelse. Hypotesen utgår från att sinnesmarknadsföring skapar ett ökat välbehag hos gästen vilket gör det till ett effektivt sätt att marknadsföra. Resultatet av studien visar att företag med hjälp av sinnesmarknadsföring kan påverka gästen på ett djupare plan och att användandet av olika sinnesstrategier framkallar positiva känslor.The restaurant business is part of the tourist industry and vital for the industry's development. The core of this study has been focused on restaurant businesses and their ability to influence their guests with the use of sensory marketing. To demonstrate marketing's good impact on the business, an observation and interviews with marketing experts and interior designers were conducted. It was revealed that sensory marketing, which involves the five senses, increased guest retention and willingness to spend money. This essay aims to highlight how companys effectively can influence a guest's restaurant experience. The hypothesis assumes that sensory marketing creates added pleasure for the guest and make it an effective way of marketing. Results of the study show that companies using sensory marketing can affect the visitor on a deeper level and that the use of different sensory strategies elicit positive emotions.
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Boeing, Jacqueline Junkes. "Cenários de serviços de restaurantes: influência dos seus elementos na satisfação dos clientes." Universidade do Estado de Santa Catarina, 2012. http://tede.udesc.br/handle/handle/84.
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Previous issue date: 2012-02-29Coordenação de Aperfeiçoamento de Pessoal de Nível Superior
The restaurant s servicescape can be seen as a marketing strategy that involves both aspects of environmental psychology, administration, nutrition and architecture. In order to analyze the impact of restaurant s ambience elements in the overall quality perceived by customers, this qualitative research aims to identify the elements of greater and lesser importance in the ambience for both managers and customers, through interviews in depth. In total, 10 restaurants with average ticket over R$ 51, a la carte system and located on Florianópolis, were part of the survey. Were interviewed all these restaurant s owners (10 of total) and 20 clients who frequent these kind of restaurants, at least, twice a month and spend on average R$51 per person. In addition, we collected data by personal observation in the restaurants of the research. Armed with the customers and managers view, it was possible to list the most important elements in the restaurant s environment in costumers opinion, confront to the understanding of managers and, finally, identify possible gaps in service quality. In addition, a theoretical model was proposed based on Bitner s Servicescape Model (1992), the Gaps Model of Service Quality of Parasuraman, Zeithaml and Berry (1985) and Santos Model (2006). This theoretical model constructed proposes the customization of it to various services sectors. Among the findings, it was found that the most important elements in the restaurant s servicescape, in the view of customers, are temperature, music, color and lighting. According to the customers' position about these and other elements, can be concluded that customer satisfaction with the environment involves, in particular, feelings of comfort and security. More than the beauty and architecture of the place, people value aspects which let them comfortable and safe, whether visual comfort, thermal comfort, noise comfort or food safety
O cenário de serviços de restaurantes pode ser visto como uma estratégia de marketing que envolve tanto aspectos de psicologia ambiental, como administração, nutrição e arquitetura. Com o objetivo de analisar o impacto dos elementos do cenário de serviços de restaurantes na qualidade geral percebida por clientes, esta pesquisa qualitativa propõe a identificação dos elementos de maior e menor importância no ambiente do restaurante tanto para gestores quanto para clientes, por meio de entrevistas em profundidade. Ao total, 10 restaurantes com ticket médio acima de R$ 51, de sistema a la carte e localizados em Florianópolis fizeram parte da amostra. Foram entrevistados os gestores destes restaurante e 20 clientes que frequentam, pelo menos, duas vezes por mês restaurantes desse tipo e que gastam, em média, o valor referido. Além disso, também foi realizada a coleta de dados por observação pessoal, na forma de Cliente Oculto, nos restaurantes investigados. De posse das visões de clientes e gestores, foi possível elencar os elementos mais importantes no ambiente do restaurante para os clientes, confrontar com o entendimento dos gestores e, por fim, identificar possíveis lacunas de qualidade do serviço. Além disso, um modelo teórico foi proposto com base no Modelo de Cenário de Serviços de Bitner (1992), no modelo de Lacunas de Qualidade em Serviços de Parasuraman, Zeithaml e Berry (1985) e no Modelo de Santos (2006). Esse modelo teórico construído propõe a customização para diversos setores de serviços. Entre os resultados encontrados, identificou-se que os elementos mais importantes do cenário de serviços de restaurantes, na visão dos clientes, são temperatura, música, cores e iluminação. De acordo com a posição dos clientes a respeito desses e de outros elementos, pode-se concluir que a satisfação dos clientes com o ambiente envolve, em especial, sensações de conforto e segurança. Mais que a beleza e arquitetura do local, as pessoas valorizam aspectos que lhes deixem confortáveis e seguras, seja conforto visual, térmico, sonoro ou alimentar
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Delgado, Yenny, Brendy Saavedra, and Fabián Zapata. "Plan de marketing : Café Restaurante Chantilli." Master's thesis, Universidad del Pacífico, 2015. http://hdl.handle.net/11354/1490.
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Nuestro trabajo de investigación busca brindar un soporte en la gestión del Café Restaurante Chantillí, las gerencias desean relanzar su imagen y que cliente lo identifique como “El sabor de casa”, para ello, estamos elaborando un plan de marketing que le permita lograr un nuevo posicionamiento y resultados tangibles reflejados en el incremento de beneficios económicos. Se realizó un estudio de mercado cuantitativo y cualitativo que nos llevó a concluir que el principal problema es que actualmente el café restaurante cuenta con una escasa participación de mercado, lo cual, a la vez, es una oportunidad para la empresa si se toman las acciones de marketing correctas que nos lleven a un incremento de ventas y de participación de mercado. Hemos observado que Chantillí solo se está centrando en los clientes que, usualmente, lo frecuentan, dejando de lado la captación de nuevos clientes; asimismo, actualmente no están aprovechando adecuadamente la afluencia de tránsito generada por su ubicación privilegiada. El problema secundario es que sus clientes frecuentes, en su mayoría, son personas de la tercera edad, un grupo que tiene la debilidad de no renovarse y con el paso del tiempo irán reduciendo la frecuencia de visita, lo cual se torna clave para la sostenibilidad del negocio en el largo plazo.
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Alves, Ricardo Daniel Nunes. "Plano de marketing para o restaurante "Borderless"." Master's thesis, Instituto Superior de Economia e Gestão, 2017. http://hdl.handle.net/10400.5/13987.
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Mestrado em MarketingO nível de aceitação do setor da restauração em Portugal é bastante positivo, em grande parte devido ao nosso gosto por gastronomia, bem como dos turistas que visitam Portugal. Os canais de comunicação tornaram mais acessíveis os espaços e o facto de este setor se revelar um apoio significativo para o nosso turismo, torna-o bastante forte e competitivo. Esta proposta de pesquisa consiste em apresentar um plano de marketing para o desenvolvimento do trabalho final de mestrado: a introdução de um novo conceito gastronómico em Portugal, onde, num único espaço de serviço rápido, seria possível reunir várias refeições de diversos países do mundo podendo o cliente personalizar as suas escolhas. Ou seja, numa refeição poderia ter entradas de um determinado país, um prato principal de outro, concluindo com uma sobremesa ainda de outro. Além disso, a confeção dos pratos seria feita à vista do cliente. Este negócio seria direcionado a: turistas nacionais e estrangeiros; trabalhadores em hora de almoço; grupos. No fim-de-semana o target seria mais focado nas famílias e grupos. Os países, validados através dos resultados obtidos no inquérito (Anexo), seriam: Portugal, Brasil, Argentina, Itália, Tailândia e Japão. Aqui o problema de investigação será avaliar em que medida o projeto poderá ser viável ou não e que grau de aceitação teria, de forma a introduzir este novo conceito, de acordo com as preferências manifestadas pela amostra inquirida. Para tal, foi realizado um estudo de mercado, seguido de um planeamento do marketing mix.
Indeed, the Restoration acceptance level is positive in Portugal, mainly due to our and tourists gastronomic preferences. Communication channels created an easier access into restaurants and the fact of this subject became such an important support to our Tourism, it turns it into a really strong and competitive sector. This research proposal aims to a marketing plan presentation, in order to develop the master thesis: the introduction of a new gastronomic concept, where it would be possible in one single place gather different meals from several countries in the world and the customers would be able to customize their choices. The costumer could choose whatever he wish for, for instance he could try a starter dish from one country, one main dish from another one and having a dessert from a different one. This business is targeted for: National and foreign Tourists; workers enjoying their lunch time and groups. For the weekends the focus would be mainly families and groups. These countries were validated trough survey results (Attach): Portugal, Brazil, Argentina, Italy, Thailand and Japan. The investigation problem is to assess this project viability and the acceptance degree by the consumers, in order to introduce this new concept, according to the sample preferences. To achieve it, a market study was performed, followed by a marketing mix planning.
info:eu-repo/semantics/publishedVersion
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Ferreira, Ana Bárbara Fernandes. "Plano de marketing para "Enjoy – Healthy Restaurant"." Master's thesis, Instituto Superior de Economia e Gestão, 2018. http://hdl.handle.net/10400.5/16613.
Full textAbstract:
Mestrado em MarketingEste projeto final de Mestrado tem como objetivo, elaborar um plano de maketing para um novo negócio de restauração em Lisboa, que arrancará em março de 2019. Portugal vive um momento de crescimento económico, com as receitas do turismo a atingir recordes anuais sucessivos, e a restauração a contribuir muito positivamente para esse dinamismo económico. Para aproveitar esta oportunidade, vai-se lançar o enJoy - Healthy Restaurant, que pretende oferecer um serviço diferenciado, com principal foco no serviço de refeições nutricionalmente equilibradas. Os resultados obtidos no inquérito aplicado a 139 pessoas, permite concluir que 79,9% da nossa amostra considera praticar uma alimentação saudável e que mais de metade (58,3%) da amostra, assume uma preocupação e cuidado com a sua alimentação. Esta preocupação está espelhada nos resultados do Teste de Wilcoxon igual a 10,369 e p=0,001. Para além disto, a existência de refeições equilibradas e ajustadas à necessidade nutricional é visto como importante, na escolha de um restaurante, com 48,9% das respostas. Apesar de marginalmente significativa, é de assinalar, que os sujeitos que têm uma alimentação saudável estariam dispostos a pagar mais do que os que não têm uma alimentação saudável, por um menu saudável, como se demonstra pelo resultado do teste Mann-Whitney de -1,930 e p=0,054.
This master final project purpose is to create a marketing plan for a restaurant that will be open in March of 2019. Portugal is growing economically with tourism revenues made from the large amount of restaurants that contribute to this sector. It's the right time to launch enJoy - Healthy Restaurant, a unique concept that offers meals with nutritional equilibrium. The results shown in our inquiry to 139 people, concludes that 79,9% of our samples have a healthy lifestyle and 58,3% of our samples have assumed that they care abouth their food habits. This concern is mirrored in the Wilcoxon Test results equal to 10,369 and p=0,001. The existance of meals with nutritional equilibrium is seen importantly in the choice of the restaurant with 48,9 % of the anwers. Although marginally significant, it should be noted that subjects who have a healthy diet would be willing to pay more than those who do not have a healthy diet for a healthy menu, as demonstrated by the result of the Mann-Whitney test of -1,930 and p=0,054.
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