Abstract

CABRERA, Sandra. Marketing gastronómico: La experiencia de convertir el momento del consumo en un recuerdo memorable. Cuad. Cent. Estud. Diseño Comun., Ens. [online]. 2013, n.45, pp.165-174. ISSN 1853-3523.

Economic indicators, experts and even average individuals, tell us about the growth of businesses in the food category. What was called in the 90’s "gourmet revolution" took hold of the hand of a worldwide trend that appreciated the pleasures of good food. Marketing experience is a concept easily applicable to the field of gastronomy. Emotional involvement and the creation of experiences, are important tools for achieving both satisfaction and customer loyalty. From a thoughtful look, it is essential to be clear that, beyond our intentions, we are producing an experience through the gastronomic proposal. This leads us to think that the more aware we are in the proposal, the more value we can provide the customer and exceed their expectations. We will discuss the motivations that lead a person to live a dining experience. From these concepts, the areas to be used from a marketing perspective Gourmet, to create value in the proposal through strategies focused on the pursuit of emotional implication and / or sensory and get customers unique and memorable experiences be developed.

Keywords : Competitiveness; Customer satisfaction; Entrepreneurs; Franchising; Gourmet industry; Innovation; Loyalty; Marketing; Marketing experience; Referrals; Service; Strategy; Value.

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