Exploring The Implications of Relationship Between Internal Marketing and External Marketing

Abstract

In the last two decades, exotic restaurants have been dramatically increasing in Taiwan. Because restaurant franchises from foreign countries are gradually launching Taiwan, foreign cuisine now is widely accepted by Taiwanese. According to Sloan’s studies in 1990, while the economy grows, it generates a diverse consumption and dietary habits. Based on the information provided by Leisure websites of PCHome Online (2007), 57.68% of 2034 restaurants in Taiwan offer exotic cuisine. Obviously, the need for a wide variety of foods becomes a trend in the society of Taiwan. Thus, how the restaurant owners can enhance their competitive advantages by integrating internal and external service marketing becomes an important issue.