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Works Cited Andaleeb, S. S., & Conway, C. (2006, January). Customer satisfaction in the restaurant industry: an examination of the transaction-specific model. Journal of Service Marketing. Anderson, E. T., Simester, D., & Zettelmeyer, F. (2010). Internet channel conflict: Problems and solutions. In N. K. Malhotra, Review of Marketing Research (Vol. 7, pp. 63-92). Emerald Group Publishing. Baer, J. (2016, October 11). 53% of Americans Who Follow Brands in Social Are More Loyal To Those Brands. Retrieved from Convince & Convert: http://www.convinceandconvert.com/social-media-research/53-percent-ofamericans-who-follow-brands-in-social-are-more-loyal-to-those-brands/ Biederman, A. (2015, October 1). Social media: the new customer service department: goodbye 1-800, hello social media: the new face of reputation management. Franchising World, 23. Bureau of Labor Statistics. (2017, January 1). Eating and Drinking Place Employment. Retrieved from National Restaurant Association: http://www.restaurant.org/Restaurant/media/Restaurant/SiteImages/News%20 and%20Research/Industry%20dashboard/Monthly-ED-Employment-for- Dashboard-Jan2017.jpg CA.gov. (2017, April 2). Minimum Wage. Retrieved from State of California, Department of Industirial Relations: https://www.dir.ca.gov/dlse/faq_minimumwage.htm CA.gov. (2017, April 2). Tips And Gratuities. Retrieved from State of California Department of Industrial Relations: https://www.dir.ca.gov/dlse/FAQ_TipsAndGratuities.htm California Restaurant Association. (2017). Proposition 64 Update. (C. R. Association, Producer) Retrieved from California Restaurant Association: http://www.calrest.org/marijuana-use-in-restaurants.html Catran, M. (2016, October 14). How Consumers Feel about Social Media Customer Service, CX. ProQuest. Chen, J.-L. (2016, May 24). The Relationship among Service Quality, Relationship Quality, and Customer Loyalty for Chain Restaurant Industry. International Journal of Marketing Studies. Retrieved from: 78
http://www.ccsenet.org.ezproxy1.lib.asu.edu/journal/index.php/ijms/article/vie w/58207/32209 City Data. (2015, September 15). Los Angeles, California (CA) Profile: Population, Maps, Real Estate, Averages, Homes, Statistics, Relocation, Travel, Jobs, Hospitals, Schools, Crime, Moving, Houses, News, Sex Offenders. Retrieved from City Data: http://www.city-data.com/city/Los-Angeles-California.html Cody, K. (2011, November 23). Former Hennessey CFO pleads guilty to embezzlement, repays $610,000. The Easy Reader. Copp, E. (2016, August 17). 10 Benefits of Social Media for Business. Hootsuite Blog. Corcione, D. (2017, January 23). Social Media for Business: A Marketer's Guide. Business News Daily. Dabeva, T. (2012). Contemporary Characteristics Of Restaurant Branding. Faculty of Tourism and Hospitality Management in Opatija. Biennial International Congress. Tourism & Hospitality Industry, 254-261. eMarketer. (2013, November 5). Social Serves Many Purposes for Restaurant Industry Marketers. eMarketer. Retrieved from eMarketer: https://www.emarketer.com/Article/Social-Serves-Many-Purposes-Restaurant- Industry-Marketers/1010366#AZVvpm4Skf2dlFBX.99 Grégoire, Y., Salle, A., & Tripp, T. M. (2014, December 16). Managing social media crises with your customers: The good, the bad, and the ugly. Business Horizons, 58(2), 173-182. Guerin, L. (2017, April 2). Nevada Laws for Tipped Employees. (NOLO, Producer) Retrieved from NOLO: http://www.nolo.com/legal-encyclopedia/nevada-lawstipped-employees.html# Hennessey's Tavern Inc. (2017, April 2). Hennessey's Tavern. Retrieved from Hennessey's Tavern: www.hennesseystavern.com Hingley, J. (2015, April 29). What’s a Good Twitter Engagement Rate for Your Tweets? Retrieved from Dasheroo: http://www.dasheroo.com/blog/whats-a-goodtwitter-engagement-rate-for-your-tweets/ Holmes, R. (2015, November 18). Why Bussinesses Can't Survive Without Social Media. Fortune Magazine. Holt, D. (2016, March 1). Branding in the Age of Social Media. Harvard Business Review. 79
Page 1 and 2:
The Importance of Online Branding a
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Background 3
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About Hennessey’s Tavern Inc.: Cl
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• On average, an American will ea
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Purpose of the Project In order to
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Research Report 11
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that these contribute to customers
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Each social media platform has beco
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The other advantage to having stron
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Centralization Versus Decentralizat
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SWOT Analysis Strengths: -Friendly
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Financial growth would allow Hennes
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minimum wage will increase for empl
Page 27 and 28: Marijuana Act (California Restauran
Page 29 and 30: Figure C: U.S. restaurant industry
Page 31 and 32: provide Hennessey’s Tavern Inc. w
Page 33 and 34: Figure F shows Hennessey’s Tavern
Page 35 and 36: Figure K: Facebook social tab on He
Page 37 and 38: It should be noted that the Redondo
Page 39 and 40: Figure P provides an example of the
Page 41 and 42: Figure T: Recent Facebook post from
Page 43 and 44: Figure W: Facebook interaction metr
Page 45 and 46: Marketing: Marketing for Hennessey
Page 47 and 48: The Redondo Beach Hennessey’s Tav
Page 49 and 50: Primary Research In order to better
Page 51 and 52: Hermosa Beach Location: Visit 1: Sa
Page 53 and 54: Q: Where do you see the business in
Page 55 and 56: Q: What is the biggest difference a
Page 57 and 58: Campaign Proposal 57
Page 59 and 60: Strategies and Tactics Strategy 1:
Page 61 and 62: Creating the Hennessey’s Tavern C
Page 63 and 64: The main corporate account should b
Page 65 and 66: Timeline The following implementati
Page 67 and 68: Objective 2: Launch a more user-fri
Page 69 and 70: Measure Online Growth: Utilize vari
Page 71 and 72: Deliverables Figures C1 through P1
Page 73 and 74: Figure G1: The new Carlsbad locatio
Page 75 and 76: Figure J1: The new Fan Sign Up sect
Page 77: Figures Q1 and R1 are examples of n
Page 81 and 82: NV.gov. (2017, April 2). Minimum Wa
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