A Qualitative Study on Marketing Strategies for Buffet Services at International Tourism Hotels in Taipei City

Autor: Ming-Te Ai, 艾明德
Rok vydání: 2001
Druh dokumentu: 學位論文 ; thesis
Popis: 89
The purpose of study is to investigate the present buffet-operating situation and marketing strategies for buffet services at international tourism hotels in Taipei City through personal interviewing. In the meantime, with the Delphi Method, this study is also to obtain experts’ common viewpoints to the developing trends of marketing strategies on buffet services at international tourism hotels in Taipei City for the next five years. Through the answers obtained from personal interviews, it is found that among the 20 buffet restaurants at international tourism hotels in Taipei City, half of them cooperate with international hotel consultant companies, while the other half are operated independently by local owners. Open kitchen and live cooking are the main trends for the restaurant facilities. Moreover, besides the basic cadres, the manpower management is gradually adopting time rate wages in order to facilitate the adjustment of manpower at the off-peak hours. Most restaurants’ pricing refer to their competitors of the same trade. In addition, the restaurant executives are also involved in planning and evaluating the advertisements as well as promotional activities. The executives’ capability in initiating the business development is also a key factor to the success of the restaurant operation. With the results and suggestions obtained from these interviews to formulate and perform Delphi Method questionnaire, the major outcomes are indicated in the following. The experts’ perspectives on the marketing-strategy trends of buffet services at international tourism hotels in Taipei City in the next five years are as follows: (1) Product strategy In the next five years, the marketing strategies for buffet services at international tourism hotels in Taipei City are on food & beverage (F&B) hygiene and quality to enhance the restaurant’s image in the customers’ mind. Citizens of this country generally think that the F&B hygiene and quality in hotel restaurants are better than that of the independent restaurants. Hotel F&B business thinks utilizing this advantage in the next five years to continue advocating the certificate license and certificate authorization to reinforce the consumers’ confidence on the restaurants. At the same time, the business shall also prevent from the roots that might impair the F&B hygiene and quality, such as: chef’s professional capability, the purchasing as well as receiving personnel’s professional capability and supervising as well as auditing ability, food storage equipment and culinary equipment, etc. Moreover, due to the noises caused by equipment of open kitchen and live cooking; eventually, the restaurants will develop and search for the low-noise culinary equipment to reduce noise level. In addition, the restaurants’ will consider adopting building materials and design during construction and decoration that will help in reducing the noise. Consequently, it may create a comfortable dining environment and give the restaurant an elegant image. (2) Pricing strategy In the next five years, the buffet services at international tourism hotels in Taipei City will base their prices on cost as well as the prices of other competitive hotel restaurants and also in consideration of individual outlet’s revenue and position. In addition, the price leaders on the market always press on innovation and new products for they knowing that only to bring forth new ideas, they may thereby obtain the customers’ compliments. They not only need to lead this business, but also have the responsibility of educating the consumers and making them feel that the restaurant is trustworthy. Subsequently, this trust shifts the customers’ attitude of “money is the king,” so that they will accept the professional services provided by the restaurant with amenities. (3) Place and programming strategy In the next five years, a convenient route to the restaurant is also a very important service to the customers. Most of international tourism hotels in Taipei City are all located at important roads. Knowing how to attract all types of customers through the convenience of public transportation system and privately owned vehicles is an important issue. For example, from organizing promotional activities together with Mass Rapid Transportation(MRT) may attract the consumers having meals at the restaurant and also encourage the consumers to make the best use of the public transportation system and to reduce the use of car parking spaces. Moreover, expanding or rebuilding the parking facilities may increase the custom of the guests by encouraging them to come to the restaurant with their own vehicles. In addition to effectively attract the customers, in the next five years, the executives of buffet services restaurants at international tourism hotels in Taipei City shall be more aggressive in developing a good rapport and interaction with the customers. From such interaction, the executives can better assess consumer trends and the customer’s needs. Subsequently, by aggressively and actively participating in the promotional activities, the opinions of customers on the site can be actually part of the programming. Consequently, this strategy may design and create the best product and service methods conforming to the customers’ needs. Furthermore, according to the customers’ responses, the restaurant executives can respond and evaluate for improvement until it mirrors the customers’ demands as much as possible as well as reach a propagating effect initiated by the customers. Moreover, through an alliance with different industry, both sides are benefited; for example, cooperating with credit card company or giving a special offer to the room guests in order for sourcing new customers. (4) Promotional strategy In the next five years, the on-site executive of international tourism hotels in Taipei City according to the customer’s response will raise the promotional strategy. Because the on-site executive is the most familiar with the consumers’ behaviors and is particularly sharp at mastering the consuming trend. Besides, the on-going promotional plan, through the on-site executive’s observation and customer’s response, can be evaluated immediately for whether the activity contents and direction need to be adjusted or not; subsequently, it can make a prompt response. In addition to the executive’s promotional project, the servers and kitchen staffs of the restaurant are the best channels of promotion and to acquire the information. Adding that, through the staff’s professional explanations, the customers can sense the owner’s well intention. It is just as to introduce the restaurant’s service and gourmet through Public Relationship(PR) news release; and with professional standings, the restaurant may bring in the foreign “gourmet culture” to win the customer’s trust and patronage at this restaurant. It also has the same effect of promotion as well as establishes the restaurant’s professional image. (5) Human Resource strategy In the next five years, the professions of buffet services at international tourism hotels in Taipei City all agree that “only the satisfied employees can bring the satisfied customers”. In other words, it shall at first promote the company’s product (the intangible services) to the company’s staffs and treat the employees as an internal market to operate effectively. If the employees can accept the service product developed by the company, they can then provide a high quality service to the external customer. Hence, the combination of the quality commitment, which the company transmits outwards, and the employee’s service quality can subsequently result in the customers’ satisfaction. Therefore, in the next five years, the owners of buffet services at international tourism hotels in Taipei City shall content their employees with the mission goals, which can elevate the organization, and the needs, and seriously consider the importance of internal customer (employees). Properly contenting the staffs with the needs of remuneration, working environment and self-growth, it may thereby reach a status of triple success among the owner, consumers and employees and pursue a sustainable operation.
Databáze: Networked Digital Library of Theses & Dissertations
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