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Werteorientierte Kundenanalyse in der Gastronomie
Micha Strack, Nicolas T. Sterr, Norbert Hopf
Band 1 | Werteorientierte Kundenanalyse in der Gastronomie
Prototypische Untersuchungen im Esprit
Kundenwünsche und ihre Erwartungen akkurat einschätzen - dies ist gerade in einer Zeit von starken Konkurrenzmärkten von besonderer Wichtigkeit. Genau hierbei kann eine sorgfältige Analyse der individueller Werthaltungen von KundInnen hilfreich sein. Denn: Werte beeinflussen nachhaltig unser alltägliches Denken und Handeln – so auch das Konsumhandeln. In diesem Buch wird dargelegt inwieweit unterschiedliche Werthaltungen sowie kundenspezifische Charakteristika das Konsumverhalten beeinflussen können. Grundlagen hierfür bilden die internationalen Forschungen über menschliche Werte von S. H. Schwartz, kognitive Methoden, wie dem Freelisting mit nachfolgenden Triadenvergleichen und die Visualisierung der Strukturen durch Cognitive Maps. Als neuartig dürften die Betrachtungen gelten, inwiefern sich diese Forschungen auch in kleinen und mittleren Unternehmen, sog. KMU's, umsetzen und anwenden lassen. Hierfür wurde als unterstützendes Unternehmen das "Esprit - Bar & Café" in Göttingen gewonnen.
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9783863760052
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