• Subject Name : Marketing

Strategic Consumer Behaviour

  1. With emerging technology-enabled service system such as online transactions and place an order through company made smartphone application, became a necessity for a restaurant business to keep with the pace of competitors and customer needs (Masiero, Viglia and Nieto-Garcia, 2020). However, this causes several fail reservations as and when done through online by customers. Customers that made a booking do not arrive because they might have changed their plan or stuck with any urgent work. They also do not cancel due to their negligence and expect for final decision to be made at the end. This usually happens when customers book seats or tables online. In such cases, a restaurant should do a call back to the customer to confirm the reservation before 1-2 hours (Masiero, Viglia and Nieto-Garcia, 2020). This can be done through a text message, a gentle reminder and confirmation call by the customer care executive. It will help decrease in fail reservation cases of the restaurant and fill-up places which were pre-booked via online mode.
  2. Vegan food is a protein-rich diet which is loaded with vital mineral, nutrients and vitamins that an essential for a healthy living body (Vrg.org, 2020). Australia being a country of diverse culture and business hub, the majority of the population are meat eaters or prefer non vegan diet so it is difficult for a vegan restaurant to sustain its business in regard to growth and profitability. However, the scenario is changing; currently the population of Australia are making the transition to vegan diet as people are concerned about animal welfare, climate crisis, and factory farming (Wahlquist, 2019). Hence, this indicates that by attracting customers through creating awareness about the vegan diet and its benefits and how customers contribution can help to build a safe and healthy world. With this strategy, the restaurant can fetch a good number of customers walking by.
  3. By creating a culture of vegan is important for restaurants that specialize in catering veg food items to customers. It is evident that vegan is animal lovers, free from dairy products, and concerned about the environment and animal welfare, thus, they are sensitive towards using any type of things that are made up from animal sources (Berkoff, 2011). Besides, creating physical evidence that promotes vegan diets, culture, and importance to ensure that customers and the public are well aware of such concerns and adhere to effectively. Putting up of sign boards about animal care, welfare of environment and society will help create a vegan environment to keep away poor ambiances of affect vegan customer’s interests. Also, stating pure veg in billboards would also help effectively.
  4. Understanding of the restaurant menu is an important aspect to ensure efficiency and service quality at the highest regard. Specifically, a menu in a restaurant is a list of food and beverage items that are offered to customers. It presents a list of choices to customers from where they can choose the desired food item to eat (Wasserman, 2010). Lack of understanding of the menu can create a negative impact on the image and service quality by the wait staff. Thus, proper and effectual training and development session must be conducted to every wait staff as an induction to make sure employees are well know-how and adequate knowledge of the menu, food taste, and experience (Wasserman, 2010). Besides, simplifying the process of taking orders by staff through a tech-enabled application which will lessen the turnover rate of wait staffs effectively (Masiero, Viglia and Nieto-Garcia, 2020).

References for Services Marketing Characteristic

Berkoff, N., 2011. Vegans Know How To Party. Baltimore, MD: Vegetarian Resource Group, pp.76-98.

Masiero, L., Viglia, G. and Nieto-Garcia, M., 2020. Strategic consumer behaviour in online hotel booking. Annals of Tourism Research, 83, p.102947.

Vrg.org, 2020. Veganism In A Nutshell -- The Vegetarian Resource Group. [online] Vrg.org. Available at: <https://www.vrg.org/nutshell/vegan.htm>

Wahlquist, C., 2019. 'It Just Didn't Make Any Sense': Why Australians Are Turning Away From Meat. [online] The Guardian. Available at: <https://www.theguardian.com/lifeandstyle/2019/jul/20/it-just-didnt-make-any-sense-why-australians-are-turning-away-from-meat>

Wasserman, D., 2010. Conveniently Vegan. 1st ed. Baltimore, Md.: Vegetarian Resource Group, pp.112-151.

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