Restorano „Forto dvaras“ pardavimų sezoniškumo mažinimas skatinant vartotojų lojalumą

Stravinskaitė, Silvija

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Restorano „Forto dvaras“ pardavimų sezoniškumo mažinimas skatinant vartotojų lojalumą

Stravinskaitė, Silvija

URI: http://dspace.kaunokolegija.lt//handle/123456789/860

Data: 2018-07

Santrauka:

Baigiamojo darbo pirmoje dalyje pateikiama pardavimų sezoniškumo mažinimo teoriniai aspektai. Antroje dalyje pateikiama restorano „Forto dvaras“ pardavimų sezoniškumui įtaką darančių veiksnių analizė, o trečioje dalyje pateikiami Restorano „Forto dvaras“ pardavimų sezoniškumo mažinimo skatinant vartotojų lojalumą projektiniai sprendimai.

Description:

Silvija Stravinskaitė. Decreasing the Sales Seasonality of the „Forto dvaras” Restaurant by Encouraging the Customer Loyalty. Supervisor Dr. Laima Jesevičiūtė-Ufartienė. Kauno Kolegija/ University of Applied Sciences, Faculty of Management and Economics, Department of Business Management. - Kaunas, 2018. 70 pages. Description of the Decreasing the Sales Seasonality of the „Forto dvaras” Restaurant by Encouraging the Customer Loyalty. All businesses are more or less affected by seasonality, and this especially has an influence on the restaurant „Forto dvaras”, since most of its customers are tourists. In order to reduce the impact of seasonality and increase customer flows not only during the season, this investigation will seek to identify the possible solutions to the problem. The problem. Most of the customers attending the restaurant „Forto dvaras” are tourists due to the strategically unfavorable location, intense competition, undeveloped marketing activities, as well as insufficient attention to local customers. Therefore, restaurant sales are heavily dependent on weather changes and arriving tourist flows. In the warm season, sales increase, however, in the cold season, when the tourist season ends, sales decrease significantly- the activity becomes unprofitable. The aim. After analysing the seasonal impact on the sales of the restaurant "Forto Dvaras", the aim is to design solutions for reducing sale seasonality by promoting local customer loyalty. Objectives: restaurant „Forto dvaras” (Rotušės a., Kaunas) customer loyalty. Methods: scientific literature analysis, document analysis, questionnaire. The structure. In the first section, the theoretical aspects of sales seasonality reduction are presented. In the second section, an analysis of the factors influencing seasonality of sales of the restaurant „Forto Dvaras“, are presented, and in the third section design solutions for reducing the seasonality of the restaurant „Forto Dvaras“ by promoting customer loyalty, are shown. The results. After analyzing the theoretical aspects of sale seasonality reduction, analyzing the factors influencing the seasonality of sales for the restaurant „Forto Dvaras” and examining the loyalty of customers to the restaurant „Forto Dvaras”, offers were made to reduce the seasonality of sales for the restaurant „Forto Dvaras” (Rotušės a., Kaunas) by promoting customer loyalty. The work consists of 70 pages, 11 tables, 28 pictures, 31 references and sources of information, 4 appendices.

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