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GEOGRAPHIC MAP OF THE RESTAURANT’S CUSTOMER ENVIRONMENT: SCIENTIFIC SUBSTANTIATION

Автор: sveta on . Posted in 2021_01(37)

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Bovsh L., Rasulova A., Ohrimenko A. Geokarta klijents'kogo seredovyshha restoranu: naukove obg'runtuvannja. Mizhnarodnyj naukovo-praktychnyj zhurnal "Tovary i rynky". 2021. № 1. S. 76-85.

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UDC 640.432-052:912.43    
JEL Classification: В40; L83; Н80; D24   DOI: https://doi.org/10.31617/tr.knute.2021(37)06
     
Liudmyla BOVSH
 
 
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ORCID: 0000-0001-6044-3004
  Candidate of Economic Sciences, Associate Professor,
Associate Professor at the Department of Hotel and Restaurant Business,
Kyiv National University of Trade and Economics

19, Kyoto str., Kyiv, 02156, Ukraine
     
Alla RASULOVA
 
 
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ORCID: 0000-0002-0498-3433
  Candidate of Economic Sciences,
Associate Professor at the Department of Hotel and Restaurant Business,
Kyiv National University of Trade and Economics

19, Kyoto str., Kyiv, 02156, Ukraine
     
Alla OKHRIMENKO
 
 
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ORCID: 0000-0003-0405-3081
  Doctor of Economics,
Associate Professor at the Department of Hotel and Restaurant Business,
Kyiv National University of Trade and Economics

19, Kyoto str., Kyiv, 02156, Ukraine

GEOGRAPHIC MAP OF THE RESTAURANT’S CUSTOMER ENVIRONMENT: SCIENTIFIC SUBSTANTIATION

BackgroundProlonged lockdown framing causes economic depression for eco­nomic entities and the fluctuating nature of its strengthening has a negative impact on the financial performance of the restaurant business. Therefore, the urgent task of marketing is to use convenient tools that are built into the most mobile gadgets – geolocation maps. Consumers use it to meet their gastronomic needs, so restaurants should manage this digital information tool to position and develop marketing opportunities and customer focus.
The aim of the research is an operationalization of theoretical aspects to the defi­nition and scientific substantiation of the geographic map of the restaurant’s customer environment as an effective tool to stimulate demand during a pandemic.
Materials and methods. The study used such general economic methods as abstraction and theoretical generalization. Empirical research methods (axiomatic and systematization) were used to form models of the geographic map architecture of the client environment. In turn, the methods of analysis, synthesis and induction were used to generalize analytical research and draw conclusions.
ResultsThe definition of the main components of the definition of "geographic map of the customer environment" is analyzed; it is proved that the use of this marketing tool allows position the restaurant in a certain geolocation and manage the demand for its products. The architecture of the geographic map of the client environment and the algorithm of its formation on the example of a common application Google Maps are considered. The expediency of using the opportunities is provided by these tools in order to manage restaurant offers and communicate with consumers.
ConclusionIn the context of the pandemic, economic entities face new challen­ges, which necessitated the search for additional opportunities to stimulate demand and carry out activities that are projected to become the new standard of consumer relations in the next few years. Therefore, using the capabilities of the geographic map of the client environment will help reduce the risk of losses from oscillating lockdown by managing the offer in the online space on the platform of digital maps.
The approaches to the creation of a geographic map of the client environment offered in the article allow to understand the convenience of using this tool and make it flexible for managing the demand of the restaurant business during the pandemic and after overcoming it.
Keywords: restaurant, geomap, map of trade territory, client environment, COVID-19.

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