Omotenashi Service Marketing and Marketing Mix on a Patron Loyalty

Abstract

The broadening of the marketing concept has been in a growing interest in the consumer behavior literature, an extending knowledge of a patron loyalty is a purpose of this study in order to broaden a marketing concept and enlightening a business interest. The spread of COVID-19 has been considered as a virus of an economic diminishing nevertheless the total value for restaurants industry in 2021 is representing in a growth trend in a particular to a Japanese restaurant. The objective of this study is to explore consumer behavior literature and to present an up to date the current marketing conceptual in a business interest. A qualitative study was carried out in the exploratory phase in order to shape consumers’ insight for business ground. A finding factors in determining a patron loyalty played a major role of the research results. A result was showing an impressive of a Japanese service style as it calls “Omotenashi” where it plays an important role of the study model.