ДЕФІНІЦІЯ СУТНОСТІ МЕНЕДЖМЕНТУ МАРКЕТИНГОВИХ КОМУНІКАЦІЙ НА ПІДПРИЄМСТВАХ ГОТЕЛЬНО-РЕСТОРАННОГО ГОСПОДАРСТВА
Анотація
Метою статті було з’ясування дефініції сутності менеджменту маркетингових комунікацій на підприємствах готельно-ресторанного господарства. Запропонована мета була досягнута шляхом вивчення та систематизації наукових здобутків дослідників щодо ефективного управління комунікаційним процесом із клієнтами шляхом раціонального використання маркетингових комунікацій на підприємствах готельно-ресторанного господарства. Управління маркетинговими комунікаціями на підприємствах готельно-ресторанного господарства часто зосереджуються на взаємозв'язку між різними маркетинговими заходами та різними аспектами взаємовідносин з клієнтами. У статті сформульовано висновки та запропонований напрям подальших досліджень. Результати дослідження сприяють розумінню взаємовідносин між споживачем і підприємством готельно-ресторанного господарства, створюють основу для управління маркетингом.
Посилання
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Dwyer L., Pham T., Forsyth P., Spurr R. (2014) Destination marketing of Australia: return on investment. Journal Travel Research, no. 53(3), pp.281-295.
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Stahl F., Heitmann M., Lehmann D.R., Neslin S.A. (2012) The impact of brand equity on customer acquisition, retention, and profit margin. Journal Marketing, no. 76 (4), pp. 44–63.
Lewis M. (2006) Customer acquisition promotions and customer asset value. Journal Marketing Research, no. 43 (2), pp. 195–203.
Anderson E., Simester D. (2004) Long run effects of promotion depth on new versus established customers: three field studies. Marketing Science, no. 23 (1), pp. 4-20.
Cantallops A.S., Salvi F. (2014) New consumer behavior: a review of research one WOM and hotels. IJHM, no. 36, pp. 41–51.
Sun B., Li S. (2011) Learning and acting on customer information: as imulation-based demonstration on service allocations with offshore centers. Journal Marketing Research.. № 48 (1). P. 72–86.
Reinartz W., Kumar V. (2000) On the profitability of long life customers in anon-contractual setting: an empirical investigation and implications for marketing. Journal Marketing, no. 64 (4), pp. 17–35.
Dolnicar S., Coltman T., Sharma R. (2015) Do satisfied tourists really intend to come back? Three concerns with empirical studies of the link between satisfaction and behavioral intention. Journal Travel Research, no. 54, pp. 152–178.
Gregori N., Daniele R., Altinay L. (2014) Affiliate marketing in tourism: determinants of consumer trust. Journal Travel Research, no. 53, pp. 196-210.
Williams P., Khan M.S., Naumann E. (2011) Customer dissatisfaction and defection: the hidden costs of downsizing. Industrial Marketing Management, no. 40 (3), pp. 405–413.
