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product
is
compared
to
his
or
her
expectation
to
determine
Customer
Satisfaction (Craven and Percy, 1991).
II.
Competitors Intelligence: Recognize the
importance of
understanding
competitors to identify and respond to competitive threats. A market Oriented
organization must analyze competitor’s strength and
weakness and
long-term
capabilities and strategies (Craven and Percy, 1991).
III.
Cross
Functional
Coordination:
Guides
all
the
business
function
to
work
together towards providing superior customer values
IV.
Performance
Implication:
Companies
that
are
market
oriented
display
favorable
organization
performances;
there
is
a
strong
relationship
between
customer orientation and superior performance. (Craven and Percy, 1991).
In this study, the challenge in Restaurant
business is to identify and assess which
marketing mix variables are most preferred
and influential in determining customer’s
orientation. It
involves a
firm essentially basing
its
marketing plans strategy around
the
marketing concept with regards to the marketing mix variables and customer orientation
to develop superior customer value and customer satisfaction.
2.1.3 Food and Beverage Industry within Jakarta
Jakarta's restaurant
industry is
fairly
young and
still
offers an abundance of opportunity
(Alvin
Darlanika
Soedarjo,
2010).
It
is
growing
rapidly
and
highly
competitive.
Triggered by the need for leisure and entertainment at affordable prices, tented cafés and
restaurants
(locally
known
as
kafe
tenda)
began
to
mushroom.
The
concept,
which
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