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Folia Geographica 2023, 65/2, pp. 5-30

GASTRONOMY TRENDS AS A STRATEGIC FACTOR IN CUSTOMER SATISFACTION MANAGEMENT

Pavlína PELLEŠOVÁ A, Jakub VACHA B*

Received: March 2, 2023 | Revised: July 23, 2023 | Accepted: July 30, 2023

Paper No. 23-65/2-677

A Silesian University in Opava, School of Business Administration in Karvina, Department of Tourism and Leisure Activities
ORCID https://orcid.org/0000-0002-2595-923X
pellesova@opf.slu.cz

B* Silesian University in Opava, School of Business Administration in Karvina, Department of Tourism and Leisure Activities
ORCID https://orcid.org/0000-0001-9763-7961
vacha@opf.slu.cz (corresponding author)


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Abstract
The paper aims to describe specific, significantly heterogeneous trends in Czech and world gastronomy and to identify the differences and influence of selected educational levels in relation to customer experience and satisfaction with specific gastronomy trends. Research based on a positivist approach, quantitative nature of data, descriptive, explanatory, cross-sectional studies using the method of abduction, a questionnaire survey technique with Likert scale. Kolmogorov-Smirnov and Shapiro-Wilk tests are used to assess the normality of the data. Kruskal-Wallis and Dunn-Bonferroni post-hoc test verifies or falsifies the existence of statistically significant differences between customers‘ experience and satisfaction with gastronomy trends according to customers‘ education levels. From the analysis of the nature of the Czech customer consumption behaviour, a more open attitude towards trends of intelligent opportunism can be observed at a higher level of education, while a customer with a lower level of education tends to lean towards trends of Czech tradition and conservatism. Differentiation of customers according to their educational level leads to functional management of customer satisfaction for specific gastronomy trends in relation to the management of strategic initiatives of the enterprise.

Key words
Gastronomy trends, Customer satisfaction, Customer experience, Customer education, Food & beverage industry, Strategic management.

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