STRATEGIES FOR INCREASING CUSTOMER SATISFACTION IN THE FIELD OF GASTRONOMY
Journal Title: Marketing Identity - Year 2017, Vol 5, Issue 1
Abstract
Nowadays companies are being forced not only to build strong brand names, but also to cut costs for acquisition of new customers and increase effectivity of implementation of marketing and communication activities. As new methods of measuring the effectivity of campaigns have emerged and made evaluation more accurate, marketers have to take into account not only present but also future steps when deciding on particular marketing activities. An added value represented by a loyal customer generates cost-cutting as well as repetitive purchase. The biggest added value for a company is customer loyalty and brand identity, i.e. customer perception of a company philosophy. A customer´s recommendation is the most reliable and priceless marketing message mainly when it comes to an organic, a voluntary or a generous relationship. The above mentioned philosophy applies mainly to the field of gastronomy services as a satisfied or a dissatisfied client determines company´s future fate. The paper describes the methods of building customer satisfaction in the gastronomy business. The analytical part defines brand affinity while using commercial marketing (mainly online) tools or eventually their mutual colleration.
Authors and Affiliations
Alena Kusá, Diana Karaffová
Keywords
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