Pregled bibliografske jedinice broj: 1256994
PERCEPTION OF MAREKTING MIX ELEMENTS IN THE RESTAURANTS IN CROATIA
PERCEPTION OF MAREKTING MIX ELEMENTS IN THE RESTAURANTS IN CROATIA // TRADE PERSPECTIVES 2022 Commodity prices and the global economy / Baković, Tomislav ; Naletina, Dora ; Petljak, Kristina (ur.).
Zagreb: Ekonomski fakultet Sveučilišta u Zagrebu ; Hrvatska gospodarska komora (HGK), 2022. str. 141-159 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
CROSBI ID: 1256994 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
PERCEPTION OF MAREKTING MIX ELEMENTS IN THE
RESTAURANTS IN CROATIA
(PERCEPCIJA ELEMENATA MARKETING MIKSA U RESTORANIMA U
REPUBLICI HRVATSKOJ)
Autori
Kovač, Ivan ; Bagić, Ana ; Kovač, Barbara
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
TRADE PERSPECTIVES 2022 Commodity prices and the global economy
/ Baković, Tomislav ; Naletina, Dora ; Petljak, Kristina - Zagreb : Ekonomski fakultet Sveučilišta u Zagrebu ; Hrvatska gospodarska komora (HGK), 2022, 141-159
ISBN
978-953-346-193-9
Skup
Trade Perspectives 2022: Commodity prices and the global economy = Perspektive trgovine 2022: Međovisnost cijena roba i globalne ekonomije
Mjesto i datum
Zagreb, Hrvatska, 24.11.2022. - 25.11.2022
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
Key words: marketing mix, catering, HoReCa, retail service marketing decisions, Croatia
Sažetak
The aim of this paper was to determine the importance of the elements of the marketing mix in the restaurants in the Republic of Croatia. More precisely the aim of the research was to determine which of the elements of the marketing mix has the greatest influence on guests' decisions in Croatian restaurants. In order to achieve the goals of this paper, an empirical study was conducted on a sample of 819 respondents.The results of the primary research showed that service (primarily the kindness of waiters) to guests is the most important element of the marketing mix when going to restaurants. After the service, the respondents gave the greatest importance to the price, look and atmosphere of the restaurant, while the promotion was the least important to them. Respondents rated the elements of the marketing mix in this order of importance: service, price, appearance and atmosphere, assortment, location, promotion. The friendliness of the staff and the level of service are the parts of the service that can increase their satisfaction the most.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
