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Customer segments & customer values : practical implications for restaurant A1-City

Pan, Hsu-Min (2012) Customer segments & customer values : practical implications for restaurant A1-City.

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Abstract:The food and beverages industry of the Netherlands accounts for 7.6% of its gross domestic product. Decisions in this industry are mostly based on gut feelings compared to other retail industries that increasingly use research for important decision making. In Q3/Q4 2012 a new restaurant A1-City will open its doors in Amersfoort. This new restaurant A1-City is subject of this study. This study focuses on understanding the market segmentations and customer values for the future guests of A1-City by answering the following key question: 'what are the right customer segments and customer values for A1-City to increase the likelihood on its profitability.' A two-folded question that determintes the appropriate customer segments and values, as well as, how to increase the likelihood on profitability of these customer segments.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:https://purl.utwente.nl/essays/62014
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