ISSN: 1644-0501
eISSN: 2353-3188
OAI
DOI: 10.18276/ept.2019.1.45-05
Liste der Ausgaben /
nr 1 (45) 2019
Tipping behavior of polish consumers - the segmentation approach
(Segmentacja polskich konsumentów ze względu na skłonność do dawania napiwków)
| Autoren: |
Iwona
Kowalczuk
Warsaw University of Life Sciences - SGGW Jerzy Gębski Warsaw University of Life Sciences - SGGW Agnieszka Maciąg Warsaw University of Life Sciences - SGGW Beata Sawicka Warsaw University of Life Sciences - SGGW |
| Schlüsselbegriffe: | napiwki zachowania konsumentów restauracje segmentacja konsumentów |
| Data publikacji całości: | 2019-09-10 |
| Seitenanzahl: | 9 (53-61) |
| Klasyfikacja JEL: | D12 J30 M31 |
Abstract
Celem podjętych badań było rozpoznanie kwestii dawania napiwków w restauracjach przez polskich konsumentów oraz przeprowadzenie segmentacji konsumentów bazując na powodach dawania napiwków. Badanie przeprowadzono metodą CAWI w grudniu 2017 r. na próbie 1000 osób. Do wyodrębnienia grup powodów dawania napiwków wy¬korzystano analizę PCA. W oparciu o wydzielone grupy czynników, metodą k-średnich, wyodrębniono segmenty konsumentów, które poddano profilowaniu. Analiza wyników pozwoliła na określenie częstotliwości i wysokości napiwków. Stwierdzono, że zadowolenie z oferty jest dla konsumentów podstawową motywacją do dania napiwku. W wyniku segmentacji wyodrębniono cztery grupy konsumentów o odmiennej charakterystyce demograficznej, społecznej, ekonomicznej i behawioralnej. Uzyskane wyniki skłaniają do wniosku, że poprawa jakości obsługi, miła atmosfera w lokalu i spełnienie oczekiwań klientów w odniesieniu do zamawianych potraw są kluczowymi czynnikami, które należy wziąć pod uwagę, aby zachęcić konsumentów do dawania napiwków
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