Disneyization Of Restaurants. A Post Modern Marketing Perspective

      Аннотация: Food is an integral part of Pakistani society and dinning out culture has become very popular in the past couple of decades. The service sector has over taken all other sectors in terms of contribution to the economic activity. Since, Pakistan is entering the post modern era of marketing, there is a need to use modern scientific theories to improve this share of percentage. This book aims to explore how servicescape can be used to evaluate restaurants or cafes in Pakistan by using model of disneyization and how it relates to customers' experience which results in better service quality and customer satisfaction. It will prove beneficial for managers and marketing practitioners who want to discover what parameters of servicescape and disneyization influence consumers when selecting a restaurant to visit from the variety of options available.

Ключевые слова: marketing, Services, Signs, disneyization, ambiance, theming, marketing, Environment, Layout, symbols, Pakistan, Services, emotional labour, Merchandising, Signs, servicescape, disneyization, ambiance, theming, dedifferentiation of consumption