A Qualitative Study on Local Individual- or Family-Owned Casual Chinese Restaurants Marketing Communication Strategies. Issue 3 (27th May 2021)

• Record Type: Journal Article
• Authors: Liang, Xuan; Chen, Huan
• Is Part Of: Journal of international food & agribusiness marketing. Volume 33:Issue 3(2021)
• Page Start: 243
• Page End: 264
• Publication Date: 2021-05-27
• Subjects: Chinese restaurant -- marketing communication strategy -- qualitative study; Food supply -- Periodicals; Food -- Marketing -- Periodicals; Food industry and trade -- Periodicals; 338.10688
• DOI: 10.1080/08974438.2020.1773368
• Languages: English
• ISSNs: 0897-4438

Abstract

Abstract: A qualitative study was conducted to examine individual- or family-owned casual Chinese restaurant's marketing communication strategies. Findings revealed that the owners of individual- or family-owned casual Chinese restaurants are highly aware of the importance of advertising for their business. They have adopted at least one marketing strategies to promote their business. Three external factors and one internal factor were found to influence those Chinese restaurant owners' selection of marketing strategies. In addition, the Chinese restaurant owners' personality shapes food and service quality. The findings also suggested that advertising on new media is easier for business owners to measure its effectiveness.