Service "master class" as an effective method of merchandising in the restaurant industry

This article shows the expediency of developing the service "master class" as an effective method of merchandising, aimed at forming consumer preferences, promoting sales of products and services in the restaurant industry. Taking into account that in modern market conditions it is becoming increasingly difficult for public catering enterprises to achieve advantage over competitors basing on price, range, promotion or location, developing a promotion strategy, special attention is paid to formulating and analyzing the concept of the enterprise, assessing its target audience and determining the best methods for the achievement of the required objectives. As the organizational and technological innovations in the restaurant industry, the authors propose to introduce master classes, which popularity is now growing noticeably. This is a modern form of training for practicing practical skills in various technologies with the aim of improving professional skills and sharing best practices of participants, expanding their horizons and joining the newest fields of knowledge. The authors develop a model of the process of providing a master class service. They propose the criteria for preparing and holding a culinary master class. Based on this model, there is proposed a service structure that includes the sequence of actions, their content and the types of processes. The methodology of the master class for cooking German cuisine "Introduction to Bavarian cuisine" is described. The progressive technological equipment, special equipment and utensils used for the master class are described. The conclusion is drawn that a qualitatively rendered service "master class" is able to ensure the formation of consumer loyalty to a certain catering enterprise or restaurant brand, increase interest in it, and, as a result, increase sales.

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The Use of Social Networking Sites in the Restaurant Industry: Best Practices

Journal of Foodservice Business Research ◽

10.1080/15378020.2012.706193 ◽

2012 ◽

Vol 15 (3) ◽

pp. 265-284 ◽

Cited By ~ 31

Author(s):

Robin B. DiPietro ◽

Tena B. Crews ◽

Cathy Gustafson ◽

Sandy Strick

Keyword(s):

Best Practices ◽

Social Networking ◽

Social Networking Sites ◽

Restaurant Industry

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THE SPECIFICS OF THE DEVELOPMENT OF ONLINE COMMERCE UNDER THE INFLUENCE OF CONSUMER BEHAVIOR OF INTERNET USERS

RSUH/RGGU Bulletin Series Economics Management Law ◽

10.28995/2073-6304-2021-3-158-171 ◽

2021 ◽

pp. 158-171

Author(s):

Dmitrii V. Tyurin ◽

◽

Aleksandra O. Volkova ◽

◽

Keyword(s):

Consumer Behavior ◽

Customer Orientation ◽

Consumer Preferences ◽

Point Of View ◽

Practical Skills ◽

Electronic Format ◽

Online Commerce ◽

Goods And Services ◽

Internet Users ◽

Technical Innovations

The article presents trends and innovations in the global and Russian markets regarding consumer behavior, analyzes the prospects for the development of online commerce, and suggests various approaches to increasing the share of online store customers and consumer retention in the era of digitalization and e-commerce. In particular, the authors analyzed the specifics of interaction with the audience on the example of a large online platform “Shopping live”. The practical skills of using innovative developments by marketers in terms of the development of mobile consumption of services and goods are demonstrated. The article takes into account the requirements that customers face in connection with the pandemic and forced self-isolation, in particular, the ability to use various technical innovations. It also demonstrates, as modern factors, the experience of practicing marketers, which influenced their work in the electronic format of selling goods and services, and in particular the use of new approaches in communication and customer orientation. The authors formulate approaches to the development of electronic promotion of goods and products of various industries from the point of view of consumer preferences, based on the specifics of the marketing strategy of large marketplaces, such as Wildberries, Aliexpress.

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Integrating Technology Into Models of Response Behavior

Industrial and Organizational Psychology ◽

10.1017/iop.2017.76 ◽

2017 ◽

Vol 10 (4) ◽

pp. 680-687

Author(s):

Dev K. Dalal ◽

Jason G. Randall

Keyword(s):

Best Practices ◽

Conceptual Models ◽

Future Research ◽

Technological Innovations ◽

Response Behavior ◽

Psychological Variables ◽

Disadvantaged Communities ◽

Use Of Technology ◽

Fast Pace ◽

And Behavior

Morelli, Potosky, Arthur, and Tippins (2017) are correct in calling for more conceptual models explicitly linking technology to industrial-organizational (I-O) psychology. As these authors note, in the absence of models and theories of technology to guide the research and practice of I-O psychology, the field runs the risk of chasing the impacts of specific technological innovations and devices rather than guiding organizations on best practices regarding the use of technology. Building theories and models that directly involve technology and placing them within individual psychological and larger organizational processes provides researchers with a way to stay ahead of the fast pace of technological innovation and anticipate its effects on measurement and prediction. Moreover, there are aspects to the use of technology that I-O psychologists are uniquely qualified to consider, including legal considerations (e.g., accessibility concerns), ethical questions (e.g., access in disadvantaged communities), practical concerns (e.g., user and target reactions), and measurement issues (e.g., construct irrelevant variance). In this commentary, we present two main points of consideration that demonstrate how I-O psychologists might use and create technology to improve assessment. First, we argue that technology can improve the measurement of psychological variables if we critically consider how technology can positively influence various parts of response behavior. Additionally, we encourage future research to consider the effects of technology in I-O psychology more comprehensively by extending the emphasis on psychological processes beyond cognition and behavior to include affect and motivation.

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Skills, Trust, and Changing Consumer Preferences: The Decline of Antwerp's Craft Guilds from the Perspective of the Product Market, c.1500–c.1800

International Review of Social History ◽

10.1017/s0020859008003428 ◽

2008 ◽

Vol 53 (2) ◽

pp. 197-233 ◽

Cited By ~ 13

Author(s):

Bert De Munck

Keyword(s):

Product Quality ◽

Labour Market ◽

Consumer Preferences ◽

Product Market ◽

Raw Material ◽

Consumer Loyalty ◽

Economic Elites ◽

Manual Skills ◽

The One ◽

Craft Guilds

The main reason for the decline of craft guilds in Antwerp should not be sought in the labour market but rather in the product market. Apprenticeship systems, master pieces, and trademarks were conducive to a labour market monopsony but at the same time to the representation of product quality. On the one hand, product quality was legitimized through the superior manual skills of masters; on the other, it was objectified through the attribution of quality marks to the characteristics of the raw material used. This strategy was successful for the sale of the durable, expensive, luxury products Antwerp was renowned for until the first half of the seventeenth century, but economic elites and customers stopped favouring corporative regulations when demand shifted towards less expensive and more fashionable products. As guild-based skills were not necessarily superior in reality, and consumer loyalty ultimately depended upon the masters' trustworthiness, the craft guilds were bound to lose credibility.

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Impact of Social Media Marketing On the Consumer Preferences in Restaurant Industry: An Empirical Study of Pakistan

IOSR Journal of Business and Management ◽

10.9790/487x-16956574 ◽

2014 ◽

Vol 16 (9) ◽

pp. 65-74 ◽

Cited By ~ 1

Author(s):

Dr. Ijaz A. Qureshi ◽

◽

Iqra Nasim ◽

Dr. Mike Whitty

Keyword(s):

Social Media ◽

Empirical Study ◽

Consumer Preferences ◽

Restaurant Industry ◽

Social Media Marketing

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RESEARCH OF THE PROBLEMS OF DEVELOPMENT AND IMPLEMENTATION OF CRM-SYSTEMS FOR SMALL BUSINESS IN RUSSIA

EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA ◽

10.36871/ek.up.p.r.2020.08.03.002 ◽

2020 ◽

Vol 3 (8) ◽

pp. 11-20

Author(s):

L. V. MATRAEVA ◽

◽

N. A. KOROL’KOVA ◽

A. E. DUBS ◽

◽

...

Keyword(s):

Information Systems ◽

Comparative Analysis ◽

Small Business ◽

Best Practices ◽

Comprehensive Analysis ◽

Project Teams ◽

Consumer Loyalty ◽

Crm System

The article provides a comprehensive analysis of existing CRM systems and trends in their development, focused on the small and medium-sized business (SME) sector. A classification of information CRM systems is given and the main trends in their development are named. Based on the generalization of the results of foreign studies focused on identifying the requirements of small and medium-sized businesses to the functionality of CRM systems, the most important tools that are relevant for SMEs are outlined. Based on the systematization of world experience, the stages of implementation of a CRM-system for small and medium-sized businesses are highlighted, based on the best practices of world companies. A comparative analysis of the functionality of CRM systems of domestic software manufacturers is carried out. The results of the work can be used by Russian small and medium-sized businesses when making decisions related to the development of a system of relationships with customers and management of consumer loyalty using information CRM systems, as well as project teams for the implementation of information systems of this class.

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Consumer Preference Analysis on Attributes of Milk Tea: A Conjoint Analysis Approach

Foods ◽

10.3390/foods10061382 ◽

2021 ◽

Vol 10 (6) ◽

pp. 1382

Author(s):

Ardvin Kester S. Ong ◽

Yogi Tri Prasetyo ◽

Ma. Althea Deniella C. Libiran ◽

Yuanne Mae A. Lontoc ◽

Joyce Anne V. Lunaria ◽

...

Keyword(s):

Conjoint Analysis ◽

Consumer Preferences ◽

Orthogonal Design ◽

Consumer Preference ◽

Analysis Approach ◽

Cream Cheese ◽

Preference Analysis ◽

Price Range ◽

Consumer Preference Analysis

Milk tea is a famous drink that has been heavily consumed since 2011. This study aimed to determine the combination of milk tea attributes that were most preferred using a Conjoint Analysis Approach. Specifically, this study utilized different attributes such as the size of tapioca pearls, sugar level, price range, brands, type of milk tea, cream cheese inclusion, and the amount of ice. Conjoint analysis with the orthogonal design was utilized to evaluate the preference of milk tea among consumers. The results showed that pearl size was the attribute most considered by consumers (29.137%), followed by sugar level (17.373%), the amount of ice (17.190%), the type of drink (13.421%), price (11.207%), and the least considered were cream cheese inclusion (9.525%) and the brands (2.147%). The findings of this study will be beneficial to milk tea firms about consumer preferences regarding the various attributes of milk tea. Finally, the result of this study could be applicable to different beverage-focused studies worldwide.

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Barriers to the practice of benchmarking in South African restaurants

Problems and Perspectives in Management ◽

10.21511/ppm.15(2-1).2017.09 ◽

2017 ◽

Vol 15 (2) ◽

pp. 255-265

Author(s):

Carina Kleynhans ◽

Joseph Roberson

Keyword(s):

South Africa ◽

Best Practices ◽

Competitive Advantage ◽

South African ◽

Quantitative Research ◽

Best Practice ◽

Quality Standards ◽

Restaurant Industry ◽

Competitive Environment ◽

Food And Beverage

The main purpose of this study is to find the barriers of benchmarking use in independent full-service restaurants in South Africa. The global restaurant industry entities operate in a highly competitive environment, and restaurateurs should have a visible ad¬vantage over competitors. A competitive advantage can be achieved only if the quality standards in terms of food and beverage products, service quality, relevant technology and price are comparable to the industry leaders. This study has deployed a descriptive, quantitative research design on the basis of a relatively large sample of restaurateurs. The data was collected through the SurveyMonkey website using a standardised questionnaire The questionnaire was mailed to 2699 restaurateurs, and 109 respondents returned fully completed answer sheets. Descriptive and inferential statistics were used to analyze the data. The main findings were as follows: 43% of respondents had never done benchmarking; only 5.5% respondents considered themselves as highly knowledgeable about benchmarking; respondents thought that the most significant barriers to benchmarking were difficulties with obtaining exemplar (benchmarking partner) best-practice information and adapting the anomalous (own) practices to derive a benefit from best practices. The results of this study should be used to shape the knowledge about benchmarking practices in order to develop suitable solutions for the problems in South African restaurants.

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