Offering Development in the Restaurant Sector. A Comparison Between Customer Perceptions and Management Beliefs


Autoria(s): Kokko, Teemu
Contribuinte(s)

Svenska handelshögskolan, Institutionen för marknadsföring, marknadsföring

Swedish School of Economics and Business Administration, Department of Marketing, Marketing

Data(s)

08/03/2005

Resumo

The present study concentrates on a small – but important – area of marketing: offering development within the service sector, more exactly the restaurant sector. The empirical part of the study has been carried out in the Helsinki metropolitan area using six successful restaurants. First, a conceptual offering development model is developed based on how the management perceives the offering development processes. Second, customer perceptions of offerings and management beliefs about how the customers perceive the offerings are analysed. Finally, an extended offering development model is created based on the management perceptions (the first model) as well as on observed gaps between customer perceptions of offerings and management beliefs about the customer perceptions. The study reveals that customer perceptions and management beliefs are rather similar but also that some differences exist. These differences are taken into account in the extended offering development model (the second model). The empirical data was collected through interviews and surveys. All together 393 customers and 14 managers participated in the study. The study suggests that successful offering development has to be closely connected with the general strategy of the company. A shared vision within the company in combination with a systematic strategic offering development process create a sound basis for the practical development work. The main contribution of the study is the extended offering development model forming a framework for further studies within the area.

Formato

1837 bytes

2128853 bytes

text/plain

application/pdf

Identificador

http://hdl.handle.net/10227/112

URN:ISBN:951-555-868-9

951-555-868-9

Idioma(s)

en

Publicador

Svenska handelshögskolan

Swedish School of Economics and Business Administration

Relação

Economics and Society

140

Direitos

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Palavras-Chave #hospitality industry #offering development #product development #service design #service development #restaurants #Marketing
Tipo

Doctoral thesis

Väitöskirja

Doktorsavhandling

Text