Personalized and better services : Research on personalization strategies for restaurant customer services
Yang, Xiao (2016)
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202303103365
https://urn.fi/URN:NBN:fi:amk-202303103365
Tiivistelmä
The restaurant industry is one of the pillars of the contemporary hospitality industry all over the world. The quality of the customer services determines the success of restaurant businesses. Thus, in order to maintain and improve customer satisfaction and loyalty, restaurants shall have more effective and profitable strategies in enhancing the service, food, and environment towards customers' preferences, which will be satisfied by personalized services and products. Personalization is one of the currently prevailing concepts that are increasingly applied in service marketing, however, practice of applying personalized services in the restaurant business is still limited.
The aim of this thesis is looking for the theoretical support of personalization framework from previous academic studies and to find the key factors that influence the success of restaurant businesses via literature review as well. By adapting and combining the studies from both sectors, the author presents the theoretical framework of applying the concept of personalization in restaurant business, including the process, approach and practical guidelines. The constructed theoretical framework of personalization strategies for restaurant businesses will provide a general direction of how the restaurant indusky shall be developed in the future to keep customer satisfaction and loyalty. Furthermore, in order to validate the personalization theory, the author applies this strategy in a local Chinese restaurant in Tampere. The results are acquired based on semi-structured interviews with three customers. And it shows that despite of the limitation of the research, personalized services are better received and considered worthy to be maintained according to the customers.
The aim of this thesis is looking for the theoretical support of personalization framework from previous academic studies and to find the key factors that influence the success of restaurant businesses via literature review as well. By adapting and combining the studies from both sectors, the author presents the theoretical framework of applying the concept of personalization in restaurant business, including the process, approach and practical guidelines. The constructed theoretical framework of personalization strategies for restaurant businesses will provide a general direction of how the restaurant indusky shall be developed in the future to keep customer satisfaction and loyalty. Furthermore, in order to validate the personalization theory, the author applies this strategy in a local Chinese restaurant in Tampere. The results are acquired based on semi-structured interviews with three customers. And it shows that despite of the limitation of the research, personalized services are better received and considered worthy to be maintained according to the customers.