Categorical and concept apparatus for the transformation of catering enterprises’ marketing strategies
The article presents the results of a study of the transformation processes of catering enterprises’ marketing strategies. In particular, the study considers the views of domestic and foreign scholars concerning the definitions of the concepts of “loyalty”, “satisfaction” and “engagement”. It has be...
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| Format: | Article |
| Language: | English |
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Publishing House of the State University of Management
2022-11-01
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| Series: | Вестник университета |
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| Online Access: | https://vestnik.guu.ru/jour/article/view/3809 |
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| author | V. M. Sedelnikov |
| author_facet | V. M. Sedelnikov |
| author_sort | V. M. Sedelnikov |
| collection | DOAJ |
| description | The article presents the results of a study of the transformation processes of catering enterprises’ marketing strategies. In particular, the study considers the views of domestic and foreign scholars concerning the definitions of the concepts of “loyalty”, “satisfaction” and “engagement”. It has been argued that they are complementary and mutually reinforcing. The main approaches to the marketing strategies transformation (product-oriented, customer-oriented and value-oriented) have been identified, the change of targets in the formation and implementation process of the marketing strategies (from focusing on the company’s product to focusing on interaction with consumers) has been reflected, and that constitutes in whole the scientific novelty of the study. From the standpoint of a value-oriented approach, the marketing strategy concept has been clarified as a system of strategic actions for the development of a company, which aims to form long-term relationships with consumers and increase their level of involvement, satisfaction and loyalty throughout the entire period of interaction with the consumer (customer life-time cycle). As a direction for further research, is indicated an assessment of the satisfaction, involvement and loyalty influence level on the implementation effectiveness of catering enterprises’ marketing strategies. |
| format | Article |
| id | doaj-art-ec11c34c8e044e6bbdc12d5759dea100 |
| institution | Kabale University |
| issn | 1816-4277 2686-8415 |
| language | English |
| publishDate | 2022-11-01 |
| publisher | Publishing House of the State University of Management |
| record_format | Article |
| series | Вестник университета |
| spelling | doaj-art-ec11c34c8e044e6bbdc12d5759dea1002025-02-04T08:28:13ZengPublishing House of the State University of ManagementВестник университета1816-42772686-84152022-11-0109818910.26425/1816-4277-2022-9-81-892569Categorical and concept apparatus for the transformation of catering enterprises’ marketing strategiesV. M. Sedelnikov0Institute of Economics, Ural Branch of the Russian Academy of SciencesThe article presents the results of a study of the transformation processes of catering enterprises’ marketing strategies. In particular, the study considers the views of domestic and foreign scholars concerning the definitions of the concepts of “loyalty”, “satisfaction” and “engagement”. It has been argued that they are complementary and mutually reinforcing. The main approaches to the marketing strategies transformation (product-oriented, customer-oriented and value-oriented) have been identified, the change of targets in the formation and implementation process of the marketing strategies (from focusing on the company’s product to focusing on interaction with consumers) has been reflected, and that constitutes in whole the scientific novelty of the study. From the standpoint of a value-oriented approach, the marketing strategy concept has been clarified as a system of strategic actions for the development of a company, which aims to form long-term relationships with consumers and increase their level of involvement, satisfaction and loyalty throughout the entire period of interaction with the consumer (customer life-time cycle). As a direction for further research, is indicated an assessment of the satisfaction, involvement and loyalty influence level on the implementation effectiveness of catering enterprises’ marketing strategies.https://vestnik.guu.ru/jour/article/view/3809marketing strategiescatering enterprisesloyaltysatisfactioninvolvement |
| spellingShingle | V. M. Sedelnikov Categorical and concept apparatus for the transformation of catering enterprises’ marketing strategies Вестник университета marketing strategies catering enterprises loyalty satisfaction involvement |
| title | Categorical and concept apparatus for the transformation of catering enterprises’ marketing strategies |
| title_full | Categorical and concept apparatus for the transformation of catering enterprises’ marketing strategies |
| title_fullStr | Categorical and concept apparatus for the transformation of catering enterprises’ marketing strategies |
| title_full_unstemmed | Categorical and concept apparatus for the transformation of catering enterprises’ marketing strategies |
| title_short | Categorical and concept apparatus for the transformation of catering enterprises’ marketing strategies |
| title_sort | categorical and concept apparatus for the transformation of catering enterprises marketing strategies |
| topic | marketing strategies catering enterprises loyalty satisfaction involvement |
| url | https://vestnik.guu.ru/jour/article/view/3809 |
| work_keys_str_mv | AT vmsedelnikov categoricalandconceptapparatusforthetransformationofcateringenterprisesmarketingstrategies |