IDEAS home Printed from https://ideas.repec.org/a/caa/jnlage/v54y2008i10id276-agricecon.html
   My bibliography  Save this article

Application of communication channels by marketing addressing of customers in gastronomy

Author

Listed:
  • A. Kretter

    (Faculty of Economics and Management, Slovak University of Agriculture, Nitra, Slovak Republic)

  • M. Mirz

    (Faculty of Economics and Management, Slovak University of Agriculture, Nitra, Slovak Republic)

  • K. Kleinová

    (Faculty of Economics and Management, Slovak University of Agriculture, Nitra, Slovak Republic)

Abstract

Social and habitual changes of guests and a more difficult competitive situation are forcing the gastronomy industry to change. As one necessary reaction, restaurant operators need to apply a more specific and therefore a more effective communication policy. This research proves that there exist categories of guests, which react strongly positively to a certain mix of information content and information channel. Thus, communication policy is most effective, when such a communication mix is used. The explored factors are dimensions, not types; which means that each guest will show a different rate of interest in each of the defined dimension. The theory behind these dimensions is adopted from the applied personality theory, which has led to the development of the Big Five personality dimensions. The empirical analysis was exclusively conducted on the basis of the existing guests (189) of two pizzerias in Germany. The analysis mainly presents results for the relationship marketing, which focuses on the satisfaction of the already existing customers.

Suggested Citation

  • A. Kretter & M. Mirz & K. Kleinová, 2008. "Application of communication channels by marketing addressing of customers in gastronomy," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 54(10), pages 498-503.
    • Handle: RePEc:caa:jnlage:v:54:y:2008:i:10:id:276-agricecon
    DOI: 10.17221/276-AGRICECON
    as

    Download full text from publisher

    File URL: http://agricecon.agriculturejournals.cz/doi/10.17221/276-AGRICECON.html
    Download Restriction: free of charge
    File URL: http://agricecon.agriculturejournals.cz/doi/10.17221/276-AGRICECON.pdf
    Download Restriction: free of charge
    File URL: https://libkey.io/10.17221/276-AGRICECON?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Ľ. Nagyová & M. Foret & M. Kročanová, 2006. "Lifestyle changes and their influence on customer behavior," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 52(11), pages 532-538.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. O. Kilic & C. Akbay & G. Yildiz Tiryaki, 2009. "Factors affecting packed and unpacked fluid milk consumption," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 55(11), pages 557-563.
    2. M. Foret & P. Procházka, 2007. "Buying behaviour of households in the Czech Republic," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 53(7), pages 318-324.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:caa:jnlage:v:54:y:2008:i:10:id:276-agricecon. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ivo Andrle (email available below). General contact details of provider: https://www.cazv.cz/en/home/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.