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Tools of formation of customer loyalty in the field of restaurant industry

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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.

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