61 research outputs found

    Customer experience in a Hungarian fine dining restaurant: a marketing perspektive

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    Este relatório descreve o papel e as respetivas tarefas que um gerente de experiências realizou num restaurante de fine-dining na Hungria. No início, o relatório visou a literatura existente sobre a experiência do cliente e a literatura sobre a gestão de pistas ou clues management. Verificou-se que a economia das experiências de Pine e Gilmore (1998) conduziram a uma transformação da indústria e da academia, visto que o foco deixou de ser a transação de produtos e serviços para passar a ser o consumo das experiências. A revisão da literatura permitiu também verificar que as experiências devem ser geridas dado a sua complexidade e subjetividade. Constatou-se também que as experiências gastronómicas na restauração devem proporcionar aos clientes uma experiência memorável, e que o gerenciamento de pistas é uma opção viável para gerenciar a experiência do cliente neste setor. O estágio decorreu de Junho a Novembro, no grupo Zsidai, que é grupo proprietário do Pierrot's Restaurant, sobre a supervisão de dois gerentes do Restaurante Pierrot’s. Durante o estágio foi verificada a importância do uso do gerenciamento de pistas, ou seja, pistas funcionais, humanísticas e mecânicas. Estes atributos da experiência de fine-dining podem ser vistos como pistas de experiência. A perspectiva Clue Management significa que os clientes captam pistas que podem ser distinguidas em termos de pistas funcionais, mecânicas e humanas. As pistas funcionais criam uma perceção racional respondendo à pergunta o quê, enquanto as pistas mecânicas e humanistas causam mais impacto na emoção do que na razão. Como os restaurantes de fine-dining representam um segmento de mercado de nicho, pelo que é importante que os gestores identifiquem os pontos fortes e fracos dos serviços e da experiência oferecida. Neste sentido, os gerentes devem identificar os principais atributos da experiência que podem influenciar a satisfação e as memorias dos clientes, tais como a qualidade dos alimentos, o tipo de alimentos, a qualidade de serviço, a atmosfera do local, o preço, a inovação nos menus e serviço, a distintividade da oferta, o engagement , a co-criação e ainda a autenticidade. No decurso do estágio foram realizadas várias tarefas: Gerenciamento e controlo dos custos de alimentação, análise SWOT, pesquisa sobre grau de satisfação dos funcionários, avaliação da popularidade dos menus, e ainda Revenue Management. A elaboração de uma análise SWOT com a ajuda do gerente geral e de outros membros da equipa permitiu também posteriormente há necessidade de realizaram-se reuniões de brainstorming, para se identificarem os pontos fracos, fortes, oportunidades e ameaças. Esta experiência foi bastante gratificante, visto que permitiu também aprender como as fraquezas e ameaças poderiam ser transformadas em pontos fortes e oportunidades. No mesmo contexto, o mundo de hoje requer que os gerentes de experiências consigam e saibam gerenciar as avaliações on-line do restaurante. A gestão dos comentários do Tripadvisor, Google e Michelin foram deste modo tarefas fundamentais. Os comentários positivos e negativos mostraram ter impacto no valor da marca e no desempenho financeiro do restaurante. Assim, responder aos clientes para manter uma boa conexão com o cliente ou contestar qualquer comentário injusto é crucial. O estágio também permitiu aprender a utilizar o Open Table Revenue Management Software, software que auxiliou a controlar o lead time da reserva; a origem das reservas; o tamanho de grupos de clientes e o tempo médio gasto pelos clientes no restaurante. As tarefas do estágio descritas e a análise crítica realizada mostram que o estágio permitiu que aprendesse sobre as tarefas que um gerente experiencial precisa realizar para proporcionar uma ótima experiência gastronómica aos clientes. Para estar envolvido em serviços de alta qualidade e fazer parte de uma equipa, a orientação do gerente geral é crucial. A aprendizagem na resolução de conflitos foi fulcral assim como o trabalho em equipa, mesmo em situações de tensão. Trabalhar num restaurante é lidar com pessoas. Isso inclui não apenas o gerenciamento dos convidados e a sensibilidade para sentir o que o convidado exige (por exemplo, conversar com eles ou deixá-los disfrutar da refeição), mas também ser um membro integral da equipa. Trabalhar na equipa da Pierrot’s, permitiu a criar amizades e conhecer outras realidades e personalidades. A equipa participou ativamente, apoiando e auxiliando as atividades desenvolvidas durante o estágio com vista a um melhor desempenho diário, e permitiu tornar a gestão da experiência no restaurante mais rica, para os consumidores e staff. Por exemplo, o questionário à satisfação dos funcionários ajudou os gerentes do restaurante a reconhecer que existiam lacunas que precisam de ser preenchidas para manter a equipa motivada. Outro exemplo, foi o trabalho em equipa que foi feito para a análise SWOT. Toda a equipa veio mais cedo para trabalhar, apenas para ajudar a identificar lacunas e oportunidades para a primeira análise SWOT a ser feita no restaurante. O sentimento de pertença a uma equipa que o foi experienciado desde o primeiro momento do estágio, foi também ele sentido pelos clientes, os quais muitas vezes comentaram que o ambiente no restaurante era muito positivo entre os colegas. Em conclusão, o papel de um gerente de experiências ou gerente experiencial num restaurante de requinte ou de fine-dining é crucial, visto que esta função envolve os vários departamentos do restaurante e, essencialmente garante que os clientes tenham uma experiência única, distinta e memorável. Além disso, o relatório demonstrou a importância da formação académica, uma vez que diferentes disciplinas relacionadas com a gestão, marketing e o turismo foram essenciais para entender, apreender e executar as múltiplas tarefas que um gerente de experiências tem ao seu cargo para realizar durante o dia. Por fim, o estágio proporcionou uma oportunidade de crescimento profissional, académico e pessoal, sem negligenciar a importância da experiência dos clientes.This report describes the role and tasks of an experience manager in a Hungarian fine-dining restaurant. In the beginning the report revised the existing literature on customer experience and clues management literature. It was found that fine dining experiences at restaurants should provide customers a memorable experience, and that clues management is a viable option to manage customer experience within this sector. The internship took place from June to November, at the Zsidai Group, group that owns the restaurant Pierrot ’s Restaurant. During the internship the importance of the using the clues management, namely funcional, humanic and mechanical was experienced. During the internship, with the supervision of the Pierrot ’s Restaurant General Managers, several tasks were performed throughout the internship: Food cost management, SWOT analysis, employee satisfaction survey, popularity menu assessment and profitability monitoring and control. The internship also permitted to learn and use the Open Table Revenue Management Software, which allowed to control the reservation lead time; the origin of the reservations; the parties size, and the average time spent by customers at the restaurant. In conclusion, the role of an experience manager at a fine dining restaurant is crucial, involving several departments of the restaurant and more importantly assuring customers have a unique, distinctive and memorable experience. Furthermore, the report showed the importance of having an academic background, since different theoretical disciplines related to management, marketing and tourism were essential to understand, learn and perform the multiple tasks an experience manager has to undertake during the day. Lastly, the internship provided an opportunity to grow professionally, academically and personally without neglecting how important it is to focus on the customers’ experience

    Dining alone: Improving the experience of solo restaurant goers

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    Purpose Solo travel for leisure and business is increasing. It is therefore timely to conduct research into the experiences of solo tourists. This paper explores one aspect of the solo tourist experience that can be challenging, that of dining alone. This topic has received little attention in the tourism or hospitality literature. Design/methodology/approach A qualitative approach was adopted, and narrative inquiry was selected as the optimum route to obtaining detailed and rich accounts of the experiences of solo diners. 27 in-depth interviews were conducted with solo tourists with varying sociodemographic characteristics. Findings This study shows that though travelling alone is prized by participants, dining alone, especially in the evening, is often discomfiting. Discomfort is caused by the perceived negative judgement of others and is mitigated by the use of various props such as books and mobile phones. Research limitations/implications A research agenda is put forward on aspects of the solo tourist/diner experience. Practical implications The paper concludes by asking what can be done to ameliorate the solo dining experience, and provides some recommendations to hospitality operators in order to support this market and improve competitiveness and profitability. The paper shows that inclusive environments can attract multiple market segments and agile restaurants can develop both solo and plural dining experiences. Originality/value This paper addresses a topic that has received limited scholarly attention as well as industry engagement despite the growth in solo travel

    The impact of user generated content restaurant websites

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    JEL Classification System: M310 Marketing and O330 Technological Change: Choices and Consequences; Diffusion ProcessesEngaging with users remain something confusing for some marketers. How to effectively taking advantage of content marketing and active networks should be a matter of any organization who is willing to make its business growing. User generated content (UGC), is now everywhere. Less and less consumers purchase goods and services without making a quick research online to make sure they will make their money’s worth. (Mitic, 2016) The increasing popularity of UGC brought me to investigate further in this area of online marketing. Although some practitioners already wrote about the concept of electronic word of mouth (eWOM), not much research has been carried out on decision making based on UGC in the restaurant industry, nor on the impact it engenders for restaurant businesses. Online trends such as UGC are interesting to study because they are changing the marketing landscape and now make the audience more and more reachable. In the restaurant industry especially, it is interesting to see how restaurant establishments integrate these tendencies in their business. The practice of using the Internet as an external source to reach information, is ostensibly not new. However, it has only been a few years that people are getting more and more involved in using reviews platforms when deciding where they want to go eating out. I thus realised that this relatively new consumer behaviour related to restaurant experience deserved to be investigated in. Conjointly, the purpose of this research will be to understand to what extent UGC restaurant websites can impact on both a consumer and a restaurant manager perspective.Conseguir interacção com os utilizadores continua confuso para alguns marketeers. Como efectivamente conseguir tirar partido do marketing de conteúdo e das redes é algo que qualquer negócio ou organização deveria ter em consideração, se pretende escalar e ganhar uma posição mais dominante no mercado onde estiver inserido. Conteúdo gerado por utilizadores (CGU) está agora por todo o lado. Cada vez menos consumidores compram bens ou serviços sempre primeiro fazerem uma pesquisa rápida online para saberem se estão a fazer uma boa compra. (Mitic, 2016) A crescente popularidade do CGU levou-me a investigar mais detalhadamente esta área do marketing online. Embora alguns praticantes já tenham escrito sobre o conceito de eWOM (electronic word of mouth, em português, boca a boca electrónico), não foi feita muita pesquisa sobre a influência dos CGU no processo de decisão (em particular na área da restauração), ou sobre o impacto que tem no negócio em si. Tendências online como os CGU são interessantes de estudar porque estão a mudar o actual panorama do marketing, tornando a audiência muito mais próxima. Na indústria da restauração, especialmente, é interessante de ver como estabelecimentos integram essas novas tendências nos seus actuais modelos de negócio. A prática de usar a Internet como uma fonte externa de informação, é tudo menos nova. No entanto, há alguns anos para cá que a população começou a ficar muito mais envolvida no uso de plataformas de reviews na altura de decidirem onde jantar fora. Apercebi-me então, que esta têndencia no comportamento do consumidor merecia ser melhor investigada. Assim sendo, o propósito desta investigação é perceber de que forma os CGU em websites de restaurantes impactam tanto o consumidor como a gestão do negócio

    Digital commensality: Eating and drinking in the company of technology

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    Commensality is a key aspect of social dining. However, previous research has identified a number of pros and cons associated with the incorporation of digital technology into eating and drinking episodes. For instance, those who are distracted by digital technology may eat/drink more (that is, they may overconsume) as a result of their failure to attend to the food-related sensations that are thought to cue the termination of eating. Similarly, it has often been suggested that the use of mobile devices at mealtimes can disrupt the more commensal aspects of dining/drinking (at least among those who are physically present together). At the same time, however, looking to the future, it seems clear that digital technologies also hold the promise of delivering opportunities for enhanced multisensory experiential dining. For instance, they might be used to match the auditory, visual, or audiovisual entertainment to the eating/drinking episode (e.g., think only about watching a Bollywood movie while eating a home-delivery Indian meal, say). Indeed, given the growing societal problems associated with people dining by themselves, there are a number of routes by which digital technologies may increasingly help to connect the solo diner with physically co-located, remote, or even virtual dining partners. In this review of the literature, our focus is specifically on the role of technology in inhibiting/facilitating the more pleasurable social aspects of dining, what one might call “digital commensality.” The focus is primarily on Westernized adults with reasonable access to, and familiarity with, digital technologies

    Investigating Whether A Social Media Presence Impacts Claim Severity

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    This project, sponsored by The Hanover Insurance Group, is a preliminary investigation into whether social media information can be used as a statistically significant factor in modeling workers’ compensation claim severity in the restaurant and food services industry. Factors including the existence of a website, Yelp page, or TripAdvisor page, were considered in this investigation. Through analysis of these social media variables, we created a generalized linear model of claim severity. While the specific data that we gathered and analyzed did not hold any predictive power, we still believe that social media is a worthwhile field to pursue, but in a different capacity

    Culinary tourism and post-pandemic travel: Ecosystem responses to an external shock

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    Purpose: The COVID-19 (SARS-CoV-2) global pandemic forced hospitality and tourism service providers to respond by pivoting business models in line with governmental restrictions to curb the spread of the virus. This paper explores the online responsiveness of tourism-affiliated culinary service providers to a major external disruption. Methods: This study uses ecosystem resilience and Internet marketing theories to analyze 139 web homepages of culinary tourism service providers promoted by the official tourism website of Jamaica, to measure of Jamaica to measure online responsiveness to the COVID-19 pandemic. Results: Findings show that web page responses vary between the official tourism web page and the restaurants promoted on its site. Responses also vary across restaurant affiliation clusters and across location clusters. Further, resilient web page responses are more commonly associated with hotel restaurants and eponymous restaurants. Implications: Culinary service providers promoted by the official tourism marketing arm of a destination should consistently practice resilient online marketing response to external shocks. This study provides a novel analysis of online responsiveness to COVID-19 and contributes a summary framework for resilient response by culinary ecosystem providers preparing for post-pandemic travel

    Investigating How Restaurant Week\u27s Price Promotion Affects Diners\u27 Online Perceptions

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    Price promotion is being widely employed in the global restaurant industry. This exploratory study uses online user-generated content (UGC) to investigate how price promotion affects diners’ perceptions. The study uses secondary data extracted from a Chinese third-party review website, Dianping.com. The data was separated into Restaurant Week’s price promotion group and non-price promotion group for comparison. Structured content analysis and further chi-square tests were used to analyze qualitative data, and a two-way MANOVA was applied to analyze quantitative data. Empirical evidence shows that food, service, and environment are the top three determinant attributes for full-service restaurants, and they are not influenced by price promotion. In addition, diners’ perceptions of non-price promotions are significantly higher than Restaurant Week’s price promotion. Restaurant category has a significant effect on diners’ environment perceptions, but not on other attributes. Findings of the study provide diners’ insight on Restaurant Week as well as recommendations to adjust promotional strategies based on restaurant categories and practical instructions for full-service restaurant operators to evaluate price promotions using online UGC

    Platforms as service ecosystems: lessons from social media

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    The growing business expansion of social media platforms is changing their identity and transforming the practices of networking, data and content sharing with which social media have been commonly associated. We empirically investigate these shifts in the context of TripAdvisor and its evolution since its very establishment. We trace the mutations of the platform along three stages we identify as search engine, social media platform and end-to-end service ecosystem. Our findings reveal the underlying patterns of data types, technological functionalities and actor configurations that punctuate the business expansion of TripAdvisor and lead to the formation of its service ecosystem. We contribute to the understanding of the current trajectory in which social media find themselves as well as to the literature on platforms and ecosystems. We point out the importance of services that develop as commercially viable and constantly updatable data bundles out of diverse and dynamic data types. Such services are essential to the making of the complementarities that are claimed to underlie ecosystem formation
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