How to maximize the strength of the Chinese, Japanese, and work section of restaurant lotus-sakura based on the customer profile and customer's preference

Susanto, Angie Sulistia and Tahana, Melicia Tengguna (2008) How to maximize the strength of the Chinese, Japanese, and work section of restaurant lotus-sakura based on the customer profile and customer's preference. Bachelor thesis, Petra Christian University.

Abstract

This research is about How to maximize the strength of Chinese, Japanese, and WOK section in Restaurant Lotus Sakura. Restaurant Lotus Sakura has three different section, which are Chinese fine dining section, Japanese Teppan-Yaki section, and WOK buffet section. Each section has different characteristics which attract different kind of customer also. So the first part of this section is to find out who the customer of each section is. The writers use market segmentation theory to formulate customer profile of each section. The next step is to look for customers preferences of each section and the reason why they choose certain section. Buying decision behavior theory is being applied in this part of the research and as measurement the writers use previous research by Yuksel (2002) about 9 variables that affect the customers in selecting a restaurant. The research tool which is the questionnaire has been conducted among the customers of each section. After analyzing the result and coming through on some field observation, the writers get the deep insight of the customer profile and their preferences of each section. Thus will lead to formulating the strengths of each section, maximizing those strengths and making improvement of the restaurant.

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