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Retention of the restaurants’ customers
Gotland University, School of the Humanities and Social Science.
Gotland University, School of the Humanities and Social Science.
2010 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Aim of this paper is to describe and analyze why customers come back to the restaurants, what influence their decisions. During the research we formulate 2 hypotheses. Hypotheses 1 – most reasons of the restaurants’ customers retention can be associated with restaurants’ service elements adapted from the 8Ps of Service Marketing Model. Hypotheses 2 - retention and loyalty have unidirectional relation – loyalty means retention of the customer, but retained customer doesn’t mean loyal. The results of empirical research support both hypotheses. Also during the empirical research we have highlighted some interesting results which are visualized in Illustration 5.1, Illustration 5.2 and Illustration 5.3. In research qualitative and quantitative approaches are used. Data collection method is interview. One deep interview was conducted with restaurant manager in order to enhance the quality of results interpretation. The results of the research can be used by marketers especially in restaurant sphere in order to better understand what influence customers’ behavior and why they come back to the service provider. Also restaurants’ managers can use our findings as a tool to increase the retention rates by adjusting relevant restaurants’ service elements within their restaurant.

Place, publisher, year, edition, pages
2010. , p. 61
Keywords [en]
Retention, Restaurant, Marketing Mix Model, Defection, Loyalty
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hgo:diva-426OAI: oai:DiVA.org:hgo-426DiVA, id: diva2:322331
Presentation
(English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-06-08 Created: 2010-05-20 Last updated: 2013-07-01Bibliographically approved

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Shcheglov, SergiiShcheglova, Iuliia
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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
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Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
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