Product and Service Orientation on Social Media in Restaurant Communication

Abstract

Social media are a significant marketing communication tool used to establish a relationship with consumers. With the advent of the Internet, social media have become an invaluable source of acquiring new customers. They provide restaurant, bar or cafe owners with the opportunity to communicate with existing and potential clients by publishing posts on social media. Such posts frequently vary in terms of form and relate to different areas of activity. Therefore, the present study aims to enhance the understanding of how different types of posts affect communication efficiency. Content, interesting from the recipient's point of view, is a key factor contributing to success in building social media presence. Hence, the purpose of this article is to compare product and service-oriented communication. To this end, a quasi-experiment has been conducted over the course of 10 months. The results provide evidence that content directly referring to dishes offered at a restaurant is more effective at various levels. The study findings provide useful advice for companies operating in the catering industry and indicate a relationship between the product and other elements of the 7P marketing mix. The results are liable for assisting owners of food and beverage companies in improving customer relationships and increasing their engagement in response to content posted on social media.

DOI: https://doi.org/10.54663/2182-9306.2022.v10.n18.186-205