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

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http://urn.fi/URN:ISBN:951-555-868-9
Title: Offering Development in the Restaurant Sector. A Comparison Between Customer Perceptions and Management Beliefs
Author: Kokko, Teemu
Contributor: Swedish School of Economics and Business Administration, Department of Marketing, Marketing
Publisher: Svenska handelshögskolan
Date: 2005-03-08
Language: en
Number of pages: 1837 bytes
Belongs to series: Economics and Society - 140
ISBN: 951-555-868-9
URI: http://hdl.handle.net/10227/112
http://urn.fi/URN:ISBN:951-555-868-9
Thesis level: Doctoral thesis
Abstract: 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.
Subject: hospitality industry
offering development
product development
service design
service development
restaurants
Rights: This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.


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