E/M/59. Customer research in restaurant business

The paper examines the practices of interacting with customers in restaurant business focusing on the problems of customer satisfaction and services management. The concept of service is discussed highlighting the key aspects of restaurant experience, i.e. the first impression, human interaction, etc. Marketing mix analysis of the services industry is conducted; the methods of SERVQUAL analysis are described with respect to restaurant business research including the models of knowledge gap, quality gap, etc. Types of marketing in the service sector are outlined.