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Marketing Strategies to Increase Sales in Small Family-Style Restaurant Businesses

机译：营销策略以增加小型家庭式餐馆业务的销售

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摘要

Small business owners understand the advantages of using social media as a marketing tool; however, some of these owners do not leverage social media marketing strategies to increase sales. Small business owners who fail to implement social media marketing strategies minimizes the potential to gain new customers; thus, negatively impacting sales. The purpose of this qualitative multiple case study was to explore social media marketing strategies used by five small family-style restaurants in Maryland. Berry's relationship marketing theory was the conceptual framework for this study. Data collection included semistructured interviews, documents pertaining to social media marketing strategies, and social media pages and websites from the participating restaurants. These data were analyzed following Yin's 5-step analysis plan. Key themes that emerged were (a) social media platforms small family-style restaurant owners use to increase sales and were most effective, (b) employees' response to social media marketing strategies small family-style restaurant owners use to increase sales, and (c) relationship marketing. The implications for positive social change include the potential to increase the knowledge of future entrepreneurs and show them how technology can help them launch and grow their businesses faster creating an atmosphere of better customer services. Increasing the demand for employment can have a direct impact on decreasing the unemployment rate within the United States, particularly in the state of Maryland.
机译：小型企业主了解使用社交媒体作为营销工具的优势；但是，其中一些所有者没有利用社交媒体营销策略来增加销量。未能实施社交媒体营销策略的小企业主将获得新客户的可能性降至最低；因此，对销售产生负面影响。本定性多案例研究的目的是探索马里兰州五家小型家庭式餐厅使用的社交媒体营销策略。贝瑞的关系营销理论是本研究的概念框架。数据收集包括半结构化访谈，与社交媒体营销策略有关的文档以及参与餐厅的社交媒体页面和网站。这些数据是按照尹的5步分析计划进行分析的。出现的主要主题是（a）小型家庭式餐馆老板用来增加销售并最有效的社交媒体平台，（b）员工对小型家庭式餐馆老板用来增加销售的社交媒体营销策略的回应，以及（ c）关系营销。积极的社会变革的意义包括潜在增加未来企业家的知识，并向他们展示技术如何帮助他们更快地启动和发展业务，从而创造更好的客户服务氛围。就业需求的增加可能直接影响美国内部失业率的下降，特别是在马里兰州。

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  • 作者

    Lucas, Tammira.;

  • 作者单位

    Walden University.;

  • 授予单位 Walden University.;
  • 学科 Marketing.;Entrepreneurship.
  • 学位 D.B.A.
  • 年度 2018
  • 页码 154 p.
  • 总页数 154
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类 建筑科学;
  • 关键词

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