The task of an efficient communication policy is to confront the "suitable customer" through the "suitable channel" with the "suitable arguments" in order to influence the consumer behavior in a positive way. The german catering industry is undergoing the biggest revolutionary period of the past 50 years. Especially the classic catering trade, and here the most specifically different segments in the area of service catering, are hit by significant drops in turnover and have to cope with great difficulties. The big changes that are taking place were caused by very diverse factors (iBB 2005). The development of the general demand for services is essentially characterized by changes within the economy, environment, technology, politics and society (Bieger 1998). These factors influence the customer structures and have effects on consumer behavior (Meffert, giloth 2002).consequently, an unequivocal positioning and customer orientation of the catering industry are imperative. This creates the necessity of a well-directed communication policy of the companies (gedenk 2002). in the competition for the customer and for shares of the market, an efficient communication policy will therefore increasingly became a strategic tool. Application of communication channels by marketing addressing of customers in gastronomyVyužitie komunikačných kanálov pri marketingovom oslovení zákazníkov gastronomických zariadení Faculty of Economics and Management, Slovak University of Agriculture, Nitra, Slovak RepublicAbstract: Social and habitual changes of guests and a more difficult competitive situation are forcing the gastronomy industry to change. As one necessary reaction, restaurant operators need to apply a more specific and therefore a more effective communication policy. This research proves that there exist categories of guests, which react strongly positively to a certain mix of information content and information channel. Thus, communication policy is most effective, when such a communication mix is used. The explored factors are dimensions, not types; which means that each guest will show a different rate of interest in each of the defined dimension. The theory behind these dimensions is adopted from the applied personality theory, which has led to the development of the Big Five personality dimensions. The empirical analysis was exclusively conducted on the basis of the existing guests (189) of two pizzerias in germany. The analysis mainly presents results for the relationship marketing, which focuses on the satisfaction of the already existing customers. Key words: communication policy, gastronomy, information channelAbstrakt: zmeny v návykoch zákazníkov, sociálne zmeny a zostrujúca sa konkurencia nútia aj gastronomický sektor k zmenám. Jedným z prístupov riešenia tohto stavu je uplatňovanie špecifickej a tým aj efektívnejšej komunikácie. realizovaný výskum potvrdzuje, že existujú skupiny zákazníkov, ktorí pozitívne reagujú na určité spojenie medzi rôznymi tematickými a obsahovými ponukami gastronomických zariadení a infor...
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