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Quality-satisfaction-loyalty: consumer behaviour in catering
5-11Views:396Our study is the result of the initial research of a qualitative and quantitative research consisting of more stages. The survey was made between 2007 and 2013 and specially focused on the satisfaction of Hungarian customers of catering enterprises with hot kitchen as well as on factors influencing satisfaction and customer loyalty. The results proved that a well planned, central strategy cannot be prepared for the whole catering industry as even enterprises with the same profile (warm food kitchen) show significant differences. The most important task for an enterprise is to establish and know its appropriate clientele well in order to suit its services, selection to their requirements. Our assumption that customers of fast food restaurants, canteens have lower expectations from selection, personal relations, quality of services than customers of restaurants, public houses, wayside inns, brasseries with traditional methods of selling was proven. In the lattest, the main aspect of choosing a 'favourite place' was the quality of human relations, with the special role, besides other customers, of the staff. Establishing unique atmosphere to the liking of customers can be regarded as an important point of the operational strategy. It was also proven that the majority of regular customers of restaurants are men, coming from the economically active population. Other active users are youngsters, they mainly go to fast food restaurants. More impersonal advertisements hardly have any effect, while successful word of mouth propaganda can be achieved by consequent, high level work. Regular customers can be characterized by rather emotional than market-based attachment. Favourite units are mainly preferred because of their atmosphere, relationships with acquaintances and friends, not because of measurable features, selection or prices. Those visiting catering enterprises with hot kitchen more frequently are more critical and less satisfied, in spite of this, they are reluctant to part from their regular places.
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Liquid bio-fuels in Hungary: effects and contradictions
89-94Views:288The increase of living standard requires ever more energy, despite energy saving measures. Domestic growth was 100 PJ between 2000 and 2006, and 77% of the total utilization was importe (Hungarian Central Statistical Office, 2008).Sustainability was endangered not only in our energy and commerce policy. Our domestic natural conditions are suitable for plant production; however, the stagnation of the domestic population and decreasing livestock numbers restrict in land marketing. Therefore, significant surpluses from year to year had to be stored and sold abroad, and the fact that the interventional purchase of corn and the expected stringent new EU regulation of the sugar beet sector, make the strategic significance of these branches uncertain. The difficult marketing opportunities make the better utilization of our opportunities in producing liquid bio-fuels possible from marketing aspects, while environmental issues and realizing the EU directions enforce to do so in a longer term. Over the short term, agricultural and competitive aspects will determine its spread, which cause different effects in Europe in comparison with the developing countries. According to Nábrádi-Ficzeréné Nagymihály, 2008, one of the breaking points of Hungarian agriculture lies in the utilization of alternative energy sources. During the past period, many contradictory opinions came forward relating to economies, agricultural effects, food risks as well as the energetic and environmental efficiency of bio-fuels. One thing is certain: these fuels are already used today and their significance has been increasing. Although due to technological development, spread of new products and processes (cellulose-based bioethanol, bioethanol, biogas, hydrogen, biomethane) will obviously have to be expected in the future, at present biodiesel and bioethanol are determent among bio-fuels, thus I deal with these as well as their energetic and agricultural effects in my study.
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Comparative analysis of menus in the Northern and Southern Great Plain touristic regions
63-64Views:231The background of the study is based on previous studies dealing with the areas of Transdanubia and Central Hungary. Those works have proved the hypothesis of author that local ingredients and dishes represent minimum role on menus. The question is how similar or different the choice of menus of Northern and Southern Great Plain is from the previously examined areas of Hungary.Additional questions may also arise in terms of the usage of local ingredients available near catering units. This piece of work has studied several menus of Northern and Southern Great Plain, Hungary. The material was collected from different types of restaurants, ‘csárda’-s and inns. The methodology was two-tier: data collecting on the one hand, and the detailed examination of differences between the catering units on the other hand: the number of dishes, the right order of dishes, the appearance of local ingredients and dishes, the consideration of seasonality, the usage of different cooking methods and group of dishes. The study reflects the main problems of countryside restaurants in Hungary. Only a minimum number of dishes could be connected to local dishes out of more thousands.All in all, dishes are not as precise and perfect as the ‘old ones’used to be; that is why it is important for every expert to keep traditions alive in daily routines and by way of strategic means too.
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The role of the green week in the MBA curriculum
Views:215The purpose of the paper is to demonstrate the potential of experiential learning in fulfilling the role of higher education institutions in teaching and promoting an MBA education. The educational achievements of the Green Week of the MBA in Agribusiness and Commerce (AgriMBA) are highlighted and challenges and areas in need of improvement are discussed.
Curriculum serves as the foundation of teaching students. While progress has been made in MBA curriculum, including economics, informatics, finance, marketing, and management, integrating these knowledge areas into experiential learning should be a key component of an MBA education. The AgriMBA provides such an integration of knowledge areas within an experiential learning environment of the Green Week. The Green Week has included 343 students representing 21 countries, six continents, and 11 universities, involved 34 case studies, and hosted by six universities during the 17 years it has been held.
Although most MBA programs include case studies in their curriculum, the Green Week is unique in providing “live”, real-time case studies, where students representing multiple universities and countries come together to present their recommendations to business executives. This intensive, experiential learning opportunity exhibits how students from different cultural backgrounds are able to quickly form functional teams, apply curriculum knowledge areas, and effectively achieve this ambitious goal.
JEL CODE: A23
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Reducing consumption of food with high level of fat, sugar and/or salt among young generation
85-91Views:267The young generation is the most influenced and vulnerable segment of the market. Food with high level of fat, sugar and/or salt are popularised for this segment.At the same time nearly 7 people die of obesity or from complications of obesity in Hungary each hour – one every 9minutes. Less than 10% of youth are of the belief of eating healthy and more then one third of youth don’t take care about healthy eating. The young generation can be especially influenced by use of well-known persons, prize games and free gifts. The idea of fat tax’s introduction could be an obvious proposal.
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Is it worth being socially responsible?
73-80Views:358Several definitions for corporate social responsibility (CSR) exist and these vary greatly as to the activities it should cover and their motivators. Among the benefits of CSR are positive marketing/brand building, brand insurance and employee loyalty. Numerous arguments against CSR prevail, e.g. social responsibility is not a problem that belongs in the sphere of activities a corporation should be addressing or even that CSR distracts businesses from addressing the primary need to concentrate on sales. Thus, the strong economic question: is CSR worth it? In 2014, we carried out a representative survey in Hungary, in which the effects of responsible business practices on consumer purchase behaviour were studied. With our research results, we could show that there is a considerable gap between the apparent interest of consumers in CSR and the limited role of CSR in purchase behaviour.
JEL classification:M104
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Efficiency evaluation of service marketing in a Hungarian Telecommunication Company
45-51Views:306It is unquestionable that marketing is an essential promotor of the economy and commerce. With its diverse tools, it can influence consumers and also regulate supply by measuring needs and demands (Bauer-Berács, 1998). Although the roots of marketing go back centuries, it is interesting that the raison d’être of service marketing was disputed even in the 1960s and 1970s. However, by today it has developed into a substantive specialty. In this study, the inquiry service and the implemented marketing tools of a leading Hungarian telecommunications company were studied for four years. (The data was provided by the communication manager of the company. Being bound to secrecy, I will not disclose the name of the company or the inquiry service.)
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