Sales and marketing

Zhang, Shu and Grant, Bill (2016) Sales and marketing. Applied Management Conference, Wintec, Hamilton, New Zealand, 27 May 2016.

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Abstract or Summary

In recent years, there are a growing number of people purchasing in the restaurant, managing customer satisfaction has become a crucial issue in this industry. How to understand and satisfy the needs of customers are becoming more and more important factors to increase sales. The aim of research is to understand the importance of customers’ satisfaction in the restaurant what aspects of customers’ satisfaction impact on increased patronage and find solutions to increase sales in the future. Customer data are collected by primary research such as observation and questionnaire. Observation and questionnaire focus on determining underlying attributes of customer satisfaction to increase sales in the restaurant. The results revealed that customer satisfaction was positively related to flavours of dishes, atmosphere, especially price and service. Moreover, customer comment showed that they paid close attention to high quality service with affordable price. The findings of the current study contribute to the field's understanding of customer's role during the service process in the restaurant and provide insightful implications for restaurant managers.

Item Type:Paper presented at a conference, workshop or other event, and published in the proceedings
Keywords that describe the item:sales, marketing, customer service, restaurants
Subjects:H Social Sciences > HF Commerce
Divisions:Schools > Centre for Business, Information Technology and Enterprise > School of Business and Adminstration
ID Code:5878
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Deposited On:16 Apr 2018 22:27
Last Modified:16 Apr 2018 22:27

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