About the issue
Publications
Partners
2014 (published: 15.09.2014)
Number 3(18)
Home > Issue > Tools of formation of customer loyalty in the field of restaurant industry
Bakharev V.V.
The present paper demonstrates that most marketing practitioners in the field of restaurant industry share a simplified approach towards customer loyalty. They understand it as customer’s readiness for repetitive purchases. It does not correspond to the idea of real loyalty which is based on mutual interest of customers and restaurants in long-term cooperation. A list of tools that can be used to build up real loyalty is proposed. This list included adaptation of the list of meals, adaptation of marketing mix, adaptation of products to individual requirements and formation of relationship between customers and the restaurant. It is demonstrated that the use of these tools should be adapted to restaurant’s potential.
Read the full article
Keywords: loyalty, restaurant industry, marketing mix.
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
UDC 339.37
Tools of formation of customer loyalty in the field of restaurant industry
The present paper demonstrates that most marketing practitioners in the field of restaurant industry share a simplified approach towards customer loyalty. They understand it as customer’s readiness for repetitive purchases. It does not correspond to the idea of real loyalty which is based on mutual interest of customers and restaurants in long-term cooperation. A list of tools that can be used to build up real loyalty is proposed. This list included adaptation of the list of meals, adaptation of marketing mix, adaptation of products to individual requirements and formation of relationship between customers and the restaurant. It is demonstrated that the use of these tools should be adapted to restaurant’s potential.
Read the full article
Keywords: loyalty, restaurant industry, marketing mix.