The paper deals with the brand related issues in the restaurant industry and is an attempt to highlight the image and identify trends in the restaurants industry. It highlight the various efforts and initiatives taken by restaurants worldwide to improve on their brands to remain competitive. Moreover, the strategies that are adopted by the restaurants in order to create an impact of the brand in consumers mind. This dissertation intends to highlight the importance of customer satisfaction as well as the importance of retention in both aspects. (Internal customer and external customer) Beside, it's a well-acknowledge fact that branding of restaurants has got to play a significant role today in determining the performance and success portrait of any organization in a world which is consumer and employee focused. The dissertation brings into convergence an extensive contour of brands and branding related issues in restaurants emphasizing their market semblance and identity. In order to accomplish the objectives of the study, it is essential to articulate the manner in which it is to be conducted, i.e., the research process is to be carried-out in a certain frame work. The Research Methodology, which follows, is the backbone of the study. The plank on which the edifice of a study rests is information. The data contained here in has been obtained from secondary sources of data. The views of various experts in the industry have been referred to for the purpose of dissertation.
[...] (The Chains are winning, and it's all in the Marketing by Bob Bradley, (http://www.hotels-online.com) Thus a good Restaurant manager in a hospitality business must understood the other important aspects of the company in order to achieve the desired long-term profits. (see figure 3 in Appendices). In many ways, marketing for restaurants seems different from the marketing of products owing to the following unique characteristics of the restaurants industry Customers' presence during production and service. A restaurant can be compared to a factory (for example the kitchen is similar to a production line) with show rooms (e.g. [...]
[...] Keeping the customer happy is the core of any business vision, but it is only now in the 21st century that technology can really deliver one- to-one marketing. Customer loyalty is based on delivering a product or service that people would like to buy an enjoy using. The role of the brand is to increase awareness of that product offer and to present its benefits in a way that is appealing to the consumer. One of the first steps in maintaining customer loyalty and earning profits is to build and sustain a positive brand image. [...]
[...] Like other authors, they too think that branding efforts in the services industry do not match the rapid growth of the industry itself. They sum up some of the important issues that affect branding (e.g. characteristics of services, importance of symbols in brand building, empowerment of staff, consumer participation in developing the brand) A COMPREHENSIVE APPROACH As explained above, does throw light on how to build a service brand. But it does not suggest a comprehensive approach for branding services. [...]
[...] Customer satisfaction and retention have constantly played an important role for shaping the image of restaurant industry in order to provide the sector popularity through various aspects, one of them being branding RATIONALE The paper deals with the brand related issues in the restaurant industry and is an attempt to highlight the image and identify trends in the restaurants industry. It highlight the various efforts and initiatives taken by restaurants worldwide to improve on their brands to remain competitive. Moreover, the strategies that are adopted by the restaurants in order to create an impact of the brand in consumers mind. [...]
[...] As the competition is strong and often there is little differentiation between products in the same product class in the restaurant industry it becomes imperative to retain customers. Increased competition with little differentiation between core product is one of the factors that led to the development of relationship marketing in the 1990s. Relationship marketing enables companies to build loyalty with their customers. Developing customers as partners is different from traditional marketing, which is more transactions-based. Beyond building a stronger relation with their partners in the supply chain, thus companies today must work to develop stronger bonds and loyalty with their ultimate customers. [...]
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