Value-oriented customer analysis in gastronomy

Accurately assessing customer requests and their expectations - this is of particular importance in a time of strong competitive markets. This is exactly where a careful analysis of the individual values ​​of customers can be helpful. Because: Values ​​have a lasting influence on our everyday thoughts and actions – including consumer behavior. This book explains the extent to which different values ​​and customer-specific characteristics can influence consumer behavior. The basis for this is the international research on human values ​​by S. H. Schwartz, cognitive methods such as free listing with subsequent triad comparisons and the visualization of structures using cognitive maps. The considerations to what extent this research can also be implemented and applied in small and medium-sized companies, so-called SMEs, should be considered new. The "Esprit - Bar & Café" in Göttingen was won as a supporting company for this.

Details

• Title: Value-oriented customer analysis in gastronomy
• Subtitle: Prototypical investigations in Esprit
• Author: Micha Strack, Nicolas T. Sterr, Norbert Hopf
• Row: Psychology
• Edition: 1st edition
• Logo: © Bar + Cafe Esprit
• Band: 1
• Publisher: Optimedien Verlag
• Published: 1st edition 12/30/2011
• Subject: Psychology
• Product Type: Book (Hardcover)
• Product type: textbook
• Language: German
• Binding: Softcover (paperback)
• Dimensions: 21.0 x 14.8 cm (DIN A5)
• Scope: 220 pages
• Condition: New (shrink-wrapped in foil)
• Keywords: bar and café, cognitive mapping, expectation-times-value models, Esprit, freelisting, gastronomy, guest behavior, Göttingen, image positioning, SMEs, cognitive maps, cognitive methods, consumer behavior, customer analysis, customer wishes, brand knowledge, human values, Methodology, psychology, S. H. Schwartz, triad test, triad comparison, value research, value circle, value-oriented customer analysis

Authors

Nicolas Sterr has a degree in social economics from the University of Göttingen. His focus is on market and organizational psychology, work emotions, the Civil Code and labor law, general management, and corporate management and organization.

Norbert Hopf has a degree in business administration from the University of Göttingen. His focus is on brand and market research, best ager research and media research with a focus on value research. He teaches at the Universities of Göttingen and Vienna and is the managing partner of the market research company Konzept & Markt Göttingen GmbH.

PD Dr. Micha Strack is a university lecturer at the Georg Elias Müller Institute for Psychology at the University of Göttingen. Her work focuses on market and organizational psychology with a focus on value and brand research as well as statistical methodology.

Table of Contents

1. INTRODUCTION
2. THEORETICAL BASIS
   2.1 Expectation-times-value models and behavior
   2.2 Image and image positioning
   2.3 Value research and Schwartz's circle of values
3. METHODOLOGY
   3.1 Goals, design and cooperating company
   3.2 Operationalization of the variables
   3.2.1 Personal values: predictor variable
   3.2.2 Wishes & reasons for visiting
   3.2.3 Guest behavior
   3.2.4 Brand knowledge - cognitive mapping
   3.3 Construction of the questionnaire
   3.3.1 The questionnaire for the main survey
   3.3.2 The questionnaire for the triad test
   3.4 Implementation of the survey
   3.4.1 Implementation phase 1 : Main survey
   3.4.2 Implementation phase 2: Triad test and values
   3.4.3 Sample
4. RESULTS
   4.1 The sample in the value group
   4.2 Demographics and values
   4.3 Visit motivations and values
   4.4 Guest behavior and values
   45 Knowledge and values
   4.6 Guest behavior and knowledge
   4.7 Values ​​and knowledge structure
5. DISCUSSION
   5.1 Methodological reflection
   5.2 Discussion of the results
6. SUMMARY
7. LIBRARY

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