SEARCH FOR NEW WAYS OF COMMUNICATION WITH CUSTOMERS AS ONE OF THE KEY DIRECTIONS OF WORK FOR RESTAURANT BUSINESS

Abstract

The article is devoted to the study of the specifics of restaurant business as a sphere of services, which involves not only improving the quality of life of people, but also properly built relationships with customers, competent marketing policy and PR-strategy. The current situation with using innovative marketing techniques for increasing customers loyalty in restaurants abroad and in Ukraine is analyzed. Theoretical and methodological basis of the research is the scientific concepts and theoretical findings of domestic and foreign scientists in the field of analysis of the enterprises activities, marketing and laws of Ukraine. The main results of the study are the identification of the need to use innovative marketing techniques to increase customer loyalty in restaurant services. It is substantiated that one of the most powerful tools in the struggle for customer loyalty is further introduction of marketing innovations. It was found out that for the effective implementation by the subjects of the restaurant industry it is necessary to develop a strategy for managing and stimulating the customers loyalty. Scientific novelty consists in developing directions for improving the processes of increasing customer loyalty in the sphere of restaurant business. The practical significance of the results obtained is manifested in the possibility of applying traditional and non-standard marketing, proposed ways of communicating with customers into the work of restaurant industry institutions in order to improve their production and trading activities, which will enable them to effectively provide services and be competitive in the rigid market conditions.