An Application of Smith s Marketing Ethics Sequential System Model to Generation Z Consumers: A Case Study of Hotpot Restaurant Chains in China

• 발행기관: 한국유통과학회
• 저자명: Wei RONG Wusheng ZHOU
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』The Journal of Asian Finance, Economics, and Business Vol. 9 No.5, 487~496쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2022.05.30

영문 초록

This study attempts to discover a differentiated service strategy for the hotpot restaurant industry from the perspective of Chinese Generation Z customers, as well as to further explore the inner needs of Chinese Generation Z to make practical implications for discovering the method of gaining their satisfaction and loyalty. This paper employs questionnaires to collect analytical data and through a case study to produce company strategies. Smith’s Marketing Ethics Sequential System Model (SMESSM) is introduced in this paper for the decision of whether the case study company Haidilao Hot Pot should make a new strategy on service based on Generation Z’s consuming behavior. The findings of this study demonstrate that hotpot restaurant must differentiate their services for Generation Z from older generation customers to gain a sustainable development of the hotpot business. Proper differentiated service will not only improve Generation Z’s dining experience but also reduce costs. This paper is the first to discuss differentiated service strategy in the hotpot restaurant business from the perspective of Generation Z customers. And a Chinese experience of SMESSM for practical use is introduced in this paper, which enriches the relevant implications for future research on business strategy.

목차

1. Introduction

2. Theoretical Background

3. Methodology

4. Results and Discussion

5. Conclusion and Implications

References

키워드

Generation Z Hot Pot Restaurant Business Differentiated Services Smith’s Marketing Ethics Sequential System Model Chinese Customer