Proposed Framework for the Factors and Determinants of the Identification of Targeted Customers for Small and Medium Enterprises, Applying to Hotel and Restaurant Services

Abstract

The aim of this research is to specify the contributions of determinations for identifying target customers in hotels and restaurants. The researcher seeks to point out and call attention to these enterprises’ problems and develop some solutions related to the recent problems, specify what kind of marketing methods are used, and analyse targeting strategies for enhancing their activity as hospitality enterprises. The study depends on respondents from the entrepreneurs and managers of 10 hotels and restaurants; it uses survey questions to analyse their attitude towards the strategies for identifying target customers. The results of the study indicate some effective methods for identifying target customers. “Customization in administration” takes the primary spot (48%), “fulfilment in past visits” positions number two (46%). Consecutively, “high calibre of administration” (44%), “uncommon consideration regarding visitors” (38%) take part in the rundown. To meet the exclusive requirements of the visitors, hotels need to contend at a degree of the world.