Abstract
Amongst steak and grill restaurants in Surabaya, only few of them had succeeded in conducting the differentiation which can be well-identified and recognized by consumers. The result of this research reveals that customers of steak house and grill in Surabaya could be divided into five clusters, where each cluster has their own distinguished characteristics. The result also shows that the member of every cluster is disseminated, where all six restaurants are visited by all five segments, only in a different proportion.
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