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Value Creation through Internal Physical Environment in Ethnic Restaurants CASES OF THREE ETHNIC RESTAURANTS IN HELSINGBORG SWEDEN Katarina trangarov

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CONTENT Introduction Results & Recommendation Additional Results & Results Model

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INTRODUCTION

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DESCRIPTION OF THE RESEARCH TOPIC Rapid development of ethnic restaurants Internal physical environment as a way for creating values for customers Concept of ethnic restaurant Customers perspective

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FORMATION OF THE RESEARCH Research aim Research question o How internal physical environment in ethnic restaurants contribute to creating values for customers?

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Choice of case ethnic restaurants in Helsingborg

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RESULTS & RECOMMENDATION

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INTERNAL PHYSICAL ENVIRONMENT ELEMENTS & SERVICESCAPE DIMENSIONS Layout Furniture layout Area of the space Coziness Aesthetics Interior design Decorative details Ambience LightingMusicFragrance Servicescape Dimensions Elements of the Internal Physical Environment

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ADDITIONAL RECOMMENDATION Globalization & Consumption trends maintaining ethnic authenticity and cultural identity - opportunity to learn different cultures Changes & Improvements reflecting customers needs, desires and preferences in order to perceive them as values

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RESTAURANT PHOTOS Thai Corner Restaurant

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RESTAURANT PHOTOS Brooklyn American Restaurant

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RESTAURANT PHOTOS Italy House Restaurant

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ADDITIONAL RESULTS & RESULTS MODEL

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ATMOSPHERE Atmosphere Nice atmosphere is very important Relaxing atmosphere is important Atmosphere should reflect the culture Romantic atmosphere is desired Warm and welcoming atmosphere is desired Friendly atmosphere is important

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FOOD & PERSONNEL Food Choice of the ethnic restaurant is influenced the most by the food quality. Personal Personnel should also reflect the country and the culture. Kind personnel is important.

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RESULTS MODEL Internal physical elements Servicescape dimensions Atmosphere Environment Layout Furniture layout Area of the space CozinessAesthetics Interior design Decorative details AmbienceLightingMusicFragrance

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Thank you for your attention! ANY QUESTIONS?