The methodology of development of the services market of the catering establishments in the largest cities in Russia: marketing and logistics aspects

Научное издание / монография

Выпущено ООО Издательство «Креативная экономика»

Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=41535569

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Книга в каталоге РГБ: https://search.rsl.ru/ru/record/01010307540

Рецензенты:
Евтодиева Т.Е. - доктор экономических наук, доцент, профессор кафедры коммерции, сервиса и туризма ФГБОУ ВО Самарского государственного экономического университета (г. Самара)
Сумарокова Е.В. - кандидат экономических наук, доцент, заместитель директора института маркетинга, доцент кафедры маркетинга Государственного университета управления (г. Москва)

Abstract:
The object of the study in the work is the services of an open (public) network of the catering establishments of various types in the largest cities in Russia. The aim of the research is to clarify the theoretical and methodological provisions of the study of the logistics system of domestic fast food outlets, as well as to develop recommendations for improving their services and methods of assessing the placement effectiveness in the largest cities. The theoretical results and their novelty are as follows: the characteristics of the services market of public catering in the largest cities in Russia and the main tendencies of its development; the refined classification of the catering establishments; the concretized system of the efficiency factors of placement of the catering establishments in the territory of the largest city by the assessment of their importance and determination of cumulative influence on the placement efficiency; the technique of logistic estimation of the placing efficiency of the catering establishments in the largest cities; the recommendations for improving the logistics system of fast food outlets and justification of their optimal location in the largest city. The results of the researches can be used by regional and municipal authorities in the process of preparation the development strategy for the catering trade in the largest city. They will also be useful for economic entities operating on the market of fast food outlets in their investments and placing in a large city, as well as for higher and secondary educational institutions in training specialists in Economics of the service sector, commerce, marketing and catering.

Keywords: services of open (public) network of catering establishments, logistics system of catering establishments, placement efficiency in the territory of the largest cities, marketing research, consumers’ assessment of the services quality of the catering establishments

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