Download pdf
Implement of the Marketing Mix Theory in Increasing Customer Satisfaction at Internet-famous Restaurant
- 1 Shanghai International Studies University
* Author to whom correspondence should be addressed.
Abstract
Since people like to post photos on social platforms as a way to share them in their daily lives, restaurants have discovered that this can be utilized as a free promotional advertisement. The restaurant began to pay attention to the decoration of the store but also forgot the importance of the product itself. The purpose of this research was to discover how to improve the Internet-famous restaurant's current situation when the satisfaction of consumers shows a downward trend. Taking TASTIEN as an example, the marketing mix theory of the 4Ps and data from other scholars' research were utilized for relevant analysis. The reason for the decline in TASTIEN's product quality was the excessive number of franchised stores. Therefore, TASTIEN should improve the detection of food ingredients and continue to innovate. What’s more, the problem of too many complaints from TATINE customers is due to poor quality of service. In this regard, TASTIEN should invest more time in training employees and improving basic behavioral qualities. Similarly, TASTIEN is not promoted well because it is overly reliant on one platform. It should try to follow the social trend, enter the market as a sponsor, and participate in more social platforms.
Keywords
internet-famous restaurant, customer loyalty, product, promotion
[1]. Yu, L, J. (2022) Analysis of the reason for the rise of Douyin Internet-famous stores from the perspective of symbolic consumption: Taking Heytea as an example[J]. Investment and entrepreneurship, 33(21):146-148.
[2]. Philp, Matthew, Jenna, J., Ethan, P. (2022) “Predicting social media engagement with computer vision: An examination of food marketing on Instagram.” Journal of Business Research 149 736-747.
[3]. Ma, X, R. (2021) Interpretation of Internet celebrity catering consumption from the perspective of individualization: A case study of Internet celebrity catering[J]. Shanghai Commerce, No.512(10):36-37.
[4]. Fang, Z, W. (2023) The sinicization of Western-style fast food, the emergence of Chinese-style hamburgers[N].City Daily,(A06).
[5]. TASTIEN Official Weibo Account. Sina Visitor System. Retrieved from http://weibo.com/u/7030431345.
[6]. Philip, K., Gary, A. (2021) Principles of Marketing Seventeen Edition, Tsinghua University Press, ISBN 978-7-302-57621-1, 51-52
[7]. Erlina, E., Hermawan, D. (2021) “Marketing Mix on Customer Loyalty at Coffee Shop in Bandung”, APTISI Transactions on Management (ATM), 5(1), pp. 89–96. doi: 10.33050/atm.v5i1.1488
[8]. Reihani E., Khatibzadeh M. (2021) Marketing Mix in Sport Tourism Context[J]. Journal of New Studies in Sport Management, 2(3): 247-255.
[9]. Liguori J., Trübswasser U., Pradeilles R., et al. (2022) How do food safety concerns affect consumer behaviors and diets in low-and middle-income countries? A systematic review[J]. Global Food Security, 32: 100606.
[10]. Wang, Z, G., Yu B,T. (2019) How product quality attributes affect the purchase decision of nut food? ——A case study of pistachio consumption in Beijing[J]. Agricultural Economics and Management, (03):79-88.)
[11]. Naini, N, F., Santoso, S., Andriani, T,S., et al. (2022) The effect of product quality, service quality, customer satisfaction on customer loyalty[J]. Journal of consumer sciences, 7(1): 34-50.
[12]. Mxbc.com, Mixue, MXBC. Retrieved from https//en.mxbc.com/
Cite this article
Gu,Y. (2023). Implement of the Marketing Mix Theory in Increasing Customer Satisfaction at Internet-famous Restaurant. Advances in Economics, Management and Political Sciences,48,82-89.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
Disclaimer/Publisher's Note
The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.
About volume
Volume title: Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and
conditions of the Creative Commons Attribution (CC BY) license. Authors who
publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons
Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this
series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published
version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial
publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and
during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See
Open access policy for details).