A theoretical and empirical approach in the restaurant sector - Economicus

by, Elvira Tabaku

Abstract

This study is based on the literature review of the tourism industry in the world and in Albania with a main focus on the restaurant service offer. The restaurant sector has experienced different challenges in the last decades in Albania since the creation of the market economy. It is an important sector that may significantly impact the tourism industry. This article aims to offer some important theoretical and empirical evidence from the existing literature related to the marketing practices, service quality and customer satisfaction in the restaurant business. It wants to assess the marketing means used by the restaurants in Albania. Based on the review of the literature, a semi structured questionnaire was created. The questionnaire aims to offer a critical assessment of the restaurant sector from the management point of view. The study gives data and figures of the actual situation of tourism in the world and in Albania in order to offer a realistic look of the present situation. The data from the semi structured questionnaires showed that marketing is considered as a significant element in the restaurant business and
important on keeping actual customers and gaining new ones but marketing procedures are not properly and empirically used and assessed by practitioners. Based on the findings, there are given some recommendations for practitioners and researchers.