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標題: 依顧客價值為基礎之餐廳訂位策略探討
A Study on Customer Value-based Restaurant Reservation Strategies
作者: 林逸群
Lin, Yi-Chiun
關鍵字: 模擬分析
simulation analysis
restaurant reservation
customer value
reservatiion strategy
出版社: 行銷學系所
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摘要: 現階段一般餐飲業所提供之預約服務採取「不篩選顧客」之模式,換句話說顧客採取預約行動時,除非預約席客滿,否則一律給予預約。但單就營收角度而言,此並非最理想之狀態,因為依據單組顧客人數不同、聚會類型不同等因素,會消費之金額也隨之不同。 因此本研究想探討若餐廳針對預約顧客帶給業者價值不同,而決定是否給予電話預約,對於餐廳營收的影響如何。本研究除探討餐廳針對預約客進行篩選對於餐廳營收影響,也提供一套方法給餐廳在不同情境之下,該如何針對預約客進行篩選。 本研究針對電話預約的顧客以模擬的方式做了兩個策略,第一是以SPM篩選值篩選顧客,第二是針對餐廳部份預約席設定最低消費門檻,結果顯示兩個策略的營收表現都優於原本餐廳不做策略之營收。
Reservation services provided by the general restaurant industry at this stage ,always do not picking customer, in other words the customer to take an appointment action, unless the reservation seats are full, or they would be given an reservation. But on the revenue perspective, this is not the best in the state, because under a party size, different types of customer, and other factors, they will different in spending. Therefore, this study wants to explore the restaurant for the reservation customer who bring value to restaurant, and explore the effect decide whether to grant the telephone booking in restaurant revenue. In this study, in addition to explore the restaurant revenue for picking the reservation customer, and also provides a method to the restaurant under different situations to picking reservation customer. In this study, we do two strategies for the telephone reservation customers in a simulation model, the first in picking customer from the SPM index, and the second is to set the minimum threshold for the restaurant part of the reservation seats, results show that the revenue performance of the two strategies better than the original restaurant.
其他識別: U0005-1807201216432500
Appears in Collections:行銷學系所



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