Thesis PlanB (M.S.)--University of Wisconsin--Stout, 2006. / Includes bibliographical references.

This research focuses on dining experience as an example of experience marketing. In this study, the qualitative research method has been used to derive particular concepts involved in the dining experience from the bodies of reviews. Similarly, quantitative content analysis method has been used to provide rich and valuable information about the concepts explored from the qualitative data. Inferential statistics has been used in the study to test hypotheses about the relationships between elements in the dining experience context. The results indicate that food quality is the most important predictor of the dining satisfaction while service quality may not be an effective factor to create satisfaction. Moreover, social needs in dining experience are more evident in dinners than in lunches. The results of the study reveal the effectiveness and applicability of the online review analysis in bringing new insights from dining experience to contribute to the field of experience economy. / viii, 127 leaves ; 29 cm

For more than a decade (2001 – 2012) there has been extensive research conducted on the impact of marketing on food consumption, the promotion of healthy lifestyles and the use of media communication channels in the restaurant industry. However, no known research has focused specifically on the healthy fast-casual restaurant segment with a specific focus on media communication channels. This study attempts to address this limitation. The study deals with selected media communication channels and their influence on the healthy lifestyle perceptions and healthy lifestyle purchase intentions of young adult consumers in South Africa. The study considers the impact that a more selective choice of media communication channel can have on restaurants in the healthy fast-casual restaurant segment. Media communication channels are a vital part of a restaurant’s marketing communication program as they transmit messages between the business and its target market. In South Africa’s restaurant industry, there are numerous businesses that are conveying messages to consumers regarding their market offerings. This advertising clutter is aggravated by healthy fast-casual restaurants needing to compete against traditional fast-casual restaurants who are adding healthier items to their menus. The study’s secondary research included a literature review on marketing communication, selected media communication channels (print media, display media, broadcast media and online media) and the South African restaurant industry (with a focus on the healthy fast-casual segment). In addition, perception and purchase intention were discussed with a focus on healthy lifestyles and young adult consumers. In order to establish the influence of the selected media communication channels (print media, display media, broadcast media and online media) on young adults’ healthy lifestyle perceptions and healthy lifestyle purchase intentions an empirical investigation was also conducted. A positivistic research paradigm was used as quantitative methods were performed to identify significant relationships among the selected variables. The sample consisted of students from the Nelson Mandela Metropolitan University. A total of 440 questionnaires were distributed, with 350 usable. Therefore, a response rate of 79.55 per cent was obtained. The empirical investigation revealed that the items in the questionnaire that were used to gather information about healthy lifestyle perception and healthy lifestyle purchase intention loaded together on one factor which was renamed healthy lifestyle buying behaviour. Multiple regression analysis indicated that positive and statistically significant relationships existed between print media and healthy lifestyle buying behaviour and between online media and the healthy lifestyle buying behaviour of young adults. These relationships imply that an increased use of print media will reflect increased buying behaviour that supports healthy lifestyles amongst young adults. Similarly, the more online media is used, the more young adult buying behaviour will reflect healthier choices. This implies that restaurants in the healthy fast-casual restaurant segment can increase the demand for their market offerings and stand out amongst the advertising clutter through a more deliberate use of print media and online media. The study includes strategies that can be used to improve the use of print media and online media in order to influence the healthy lifestyle buying behaviour of young adults. Healthy lifestyle buying behaviours essentially will increase the demand for goods that support healthy lifestyles and therefore increase the demand for healthy fast-casual restaurants. The provision of healthy menu items and a more focused marketing program can be used as a strategy to attract more young adults as consumers, to grow business relationships with this target market, to enhance business performance and to create a healthier South African community.

by Yeung Wing-wah Eric. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1994. / Includes bibliographical references (leaves 66-67). / Chapter CHAPTER ONE --- "BACKGROUND, STATEMENT OF THE PROBLEM AND METHODOLOGY" --- p.1 / Chapter 1.1 --- BACKGROUND --- p.1 / Chapter 1.1.1 --- FIVE VIEWS OF MARKETING / Chapter 1.1.2 --- WHAT MAKES THE DIFFERENCE? / Chapter 1.2 --- STATEMENT OF THE PROBLEM --- p.6 / Chapter 1.2.1 --- THE EMERGENCE OF INFORMATION SYSTEMS IN SERVICE INDUSTRIES / Chapter 1.2.2 --- MARKETING CHALLENGES IN THE RESTAURANT INDUSTRY / Chapter 1.3 --- METHODOLOGY --- p.12 / Chapter CHAPTER TWO --- RELATED LITERATURE --- p.14 / Chapter CHAPTER THREE --- RESTAURANTS: SOME HISTORY AND ASPECTS OF OPERATION --- p.19 / Chapter 3.1 --- THE ORIGINS AND DEVELOPMENT OF EATING PLACES --- p.19 / Chapter 3.2 --- THE OPERATIONAL ASPECTS OF RESTAURANTS --- p.20 / Chapter 3.2.1 --- THE SENSES AND FOOD ACCEPTANCE / Chapter 3.2.2 --- THE ENVIRONMENT AND THE SETTING / Chapter 3.3 --- THE HUMAN FACTORS IN RESTAURANT --- p.24 / Chapter 3.4 --- TAKING THE ORDER --- p.25 / Chapter 3.5 --- BILLING --- p.26 / Chapter 3.6 --- THE ALLOCATION OF SPACE --- p.27 / Chapter 3.7 --- METHODS AND LEVELS OF SERVICE --- p.28 / Chapter 3.8 --- MAIN ASPECTS OF SUCCESSFUL RESTAURANT MARKETING --- p.30 / Chapter 3.8.1 --- PLANNING FURTHER AHEAD THAN ONE YEAR / Chapter 3.8.2 --- MARKETING AND REDEFINING MARKETS / Chapter 3.8.3 --- PRICING STRATEGIES / Chapter CHAPTER FOUR --- INFORMATION TECHNOLOGY --- p.36 / Chapter 4.1 --- DEFINITION OF INFORMATION PROCESSING SYSTEMS --- p.36 / Chapter 4.2 --- DIFFERENT KINDS OF SYSTEMS --- p.37 / Chapter 4.2.1 --- OPERATIONAL LEVEL SYSTEMS / Chapter 4.2.2 --- KNOWLEDGE LEVEL SYSTEMS / Chapter 4.2.3 --- MANAGEMENT LEVEL SYSTEMS / Chapter 4.2.3.1 --- MANAGEMENT INFORMATION SYSTEMS / Chapter 4.2.3.2 --- DECISION SUPPORT SYSTEMS / Chapter 4.2.4 --- STRATEGIC LEVEL SYSTEMS / Chapter 4.3 --- MANAGEMENT INFORMATION - MARKETING ASPECTS --- p.43 / Chapter 4.3.1 --- NEEDS OF INFORMATION PROCESSING SYSTEMS / Chapter 4.3.2 --- MARKETING INFORMATION CHECK LIST / Chapter 4.4 --- INFORMATION PROCESSING SYSTEMS --- p.47 / Chapter 4.4.1 --- INFORMATION PROCESSING SYSTEMS IN MODERN COMMERCIAL ORGANISATIONS / Chapter 4.4.2 --- INFORMATION PROCESSING SYSTEMS IN OTHER ORGANISATIONS / Chapter CHAPTER FIVE --- CASES IN RESTAURANTS: A HONG KONG STORY --- p.51 / Chapter 5.1 --- CLASSICAL RESTAURANTS --- p.51 / Chapter 5.2 --- FAST FOOD RESTAURANTS --- p.56 / Chapter 5.3 --- SMALL FOOD STALLS --- p.59 / Chapter CHAPTER SIX --- SUMMARY AND IMPLICATIONS --- p.62 / Chapter CHAPTER SEVEN --- BIBLIOGRAPHY --- p.66 / Chapter CHAPTER EIGHT --- APPENDICES --- p.68

This project focused on restaurant industry analysis, start-up requirements, planning decisions, human resource management and restaurant marketing strategies. A marketing plan has been developed for the purposes of opening Studio Thai in the near future.

by Ho Lik-Shing, Adolphus and Wong Hon-Shing, Cary. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references (leaves 85-86). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF FIGURES --- p.vii / LIST OF TABLES …… --- p.viii / ACKNOWLEDGMENT --- p.ix / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Project Objective --- p.2 / Methodology --- p.3 / Chapter II. --- LITERATURE REVIEW --- p.3 / Positioning --- p.3 / Importance of Positioning --- p.3 / Positioning Task --- p.5 / Identifying Possible Competitive Advantages --- p.5 / Selecting the Right Advantages --- p.6 / Effectively signalling to the market the firm's position --- p.6 / Formulation of Positioning Strategy for Wend's Food --- p.6 / Chapter III. --- INDUSTRIAL ANALYSIS OF FAST FOOD INDUSTRY IN HONG KONG --- p.8 / Restaurant Industry --- p.8 / Fast Food Industry --- p.11 / Demographic Trends --- p.14 / Geographic Trend --- p.14 / Income Trend --- p.15 / Household Size --- p.16 / Age Trend --- p.17 / Household Expenditure Pattern --- p.18 / Implications --- p.18 / Chapter IV. --- COMPETITOR ANALYSIS --- p.20 / Overview --- p.20 / Cafe-De-Coral --- p.23 / History --- p.23 / Business Strategy --- p.23 / Marketing Strategy --- p.24 / Operations Strategy --- p.25 / McDonald --- p.27 / History --- p.27 / Business Strategy --- p.27 / Marketing Strategy --- p.28 / Operations Strategy --- p.28 / Fairwood --- p.29 / History --- p.29 / Business Strategy --- p.29 / Marketing Strategy --- p.30 / Operations Strategy --- p.31 / Maxim's --- p.32 / History --- p.32 / Business Strategy --- p.32 / Marketing Strategy --- p.33 / Operations Strategy --- p.33 / Kentucky Fried Chicken --- p.34 / History --- p.34 / Business Strategy --- p.34 / Marketing Strategy --- p.34 / Operations Strategy --- p.35 / Wendy's --- p.36 / History --- p.36 / Business Strategy --- p.36 / Marketing Strategy --- p.36 / Operations Strategy --- p.38 / Comparison of Various Competitors --- p.39 / Cafe de Coral --- p.39 / McDonald --- p.39 / Fairwood --- p.40 / Maxim's --- p.40 / Kentucky Fried Chicken --- p.41 / Wendy's --- p.41 / Implications --- p.41 / Chapter V. --- RESEARCH DESIGN --- p.42 / Objectives --- p.42 / Research Methodology --- p.42 / Focus Group Study --- p.43 / Descriptions --- p.43 / Findings --- p.44 / """Questionnaire on fast food shops"" Survey" --- p.45 / Descriptions --- p.45 / """Questionnaire on Wendy's"" Survey" --- p.46 / Descriptions --- p.46 / Chapter VI. --- FINDINGS AND ANALYSIS --- p.48 / """Questionnaire on fast food shops"" Survey" --- p.48 / Findings --- p.48 / Analysis --- p.51 / """Questionnaire on Wendy's"" Survey" --- p.53 / Findings --- p.53 / Analysis --- p.55 / Discussions with Crew Members and Customers --- p.56 / About the Shop --- p.56 / About the Menu --- p.56 / About the Food --- p.57 / Implications --- p.57 / Chapter VII. --- RECOMMENDATIONS FOR WENDY'S --- p.58 / Position --- p.58 / Target Customer --- p.59 / Pricing --- p.60 / Distribution --- p.60 / Advertising --- p.61 / Areas for Improvement --- p.61 / Chapter VIII. --- LIMITATIONS AND SUGGESTIONS --- p.62 / Limitations for the Study --- p.62 / Suggestions for Further Research --- p.63 / APPENDIX --- p.64 / Chapter 1 --- Questionnaire on fast food shops --- p.64 / Chapter 2 --- "Data of ""Questionnaire on fast food shops""" --- p.70 / Chapter 3 --- Questionnaire on Wendy's --- p.75 / Chapter 4 --- "Data of ""Questionnaire on Wendy's""" --- p.79 / Chapter 5 --- Test on Different Samples --- p.83 / BIBLIOGRAPHY --- p.85