Self-marketing system for a restaurant to enhance customer action

Abstract

Co-creation is a new marketing strategy currently gaining attention. We focus on self-marketing services as a form of co-creation because especially at restaurants, popular forms of co-creation, such as self-production and self-service, do not match a restaurant's atmosphere in some cases. Traditional services, such as a restaurant's page on a social network service and paper-based questionnaires at restaurants are some examples of self-marketing services; however, a limited number of people use these services. Our goal is to identify a more comprehensive self-marketing approach by not only considering the disadvantages of traditional self-marketing services, but also creating a new self-marketing system that motivates customer actions, such as the use of this system and return visits. We conduct a user experiment, the results of which confirm that our self-marketing system yields effective motivation compared to traditional services.