Scientific journal NRU ITMO
Series "Economics and Environmental Management"
Registration certificate ЭЛ № ФС 77 – 55411 от 17.09.2013
registered by the Federal Inspectorate Service for Communication, Information Technologies and Communication Media
ISSN:2310-1172

2014 (published: 15.09.2014)

Number 3(18)

Home > Issue > Tools of formation of customer loyalty in the field of restaurant industry

UDC 339.37

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.

Editorial address:
191002, St. Petersburg, street. Lomonosova 9, office. 2132

Information 2007-2021, All rights reserved
Department of Internet Solutions NRU ITMO © 2013
Яндекс.Метрика