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Actuality.The relevance of the research lies down in the specificity of the restaurant business, as a service sector, which provides people to improve their quality of life, as well as competent marketing policies and PR-strategy, and in the ability to manage loyalty of guests.Purpose and methods.The main objective of the research is to analyse the current situation at level of applying of innovative marketing methods specifically with the purpose to increase the customer loyalty in restaurants services abroad and in Ukraine. The methodology of the research includes theoretical and methodological discovering the scientific concepts and developments of domestic and foreign scientists in the field of analysis of the activities of enterprises, marketing, laws of Ukraine. Results.The findings of the article are to identify the need of using innovative marketing methods on purpose to increase customer loyalty in restaurant services.Conclusions and discussion.The article emphasizes that one of the most powerful tools in achieving the consumers’ loyalty is the further incorporation of marketing innovations. It was found out that for its effective growth the restaurant entities must develop a strategy for managing and stimulating the guests' loyalty. The research offers to apply the traditional and non-standard marketing mechanisms, as well as new ways to communicate with clients. We believe that the significant details disclosed in the article will allow entities of restaurant business to provide the services effectively and to be competitive in the rough market conditions. |
