PERFORMANCE IN SERVICES MARKETING. THE CASE OF TWO OF THE WORLD'S BEST RESTAURANTS

Worldwide, there is a consistent increasing tendency of the predominance of services for GDP growth, as they are the main contributor. Thus, one cannot deny the majority of white collars over blue collars. Whilst products have tangible assets on which consumers can judge and decide what is better for them, dealing with services imply the prevalence of soft variables. Combining services with the base of Maslow's pyramid, there is no denying the fact that the art of crafting food and the way an individual feels this basic process, thus, enhanced through the experience of dining, is critical. In an activity where the quality of the services provided play a decisive role in the success of a business, restaurants' management needs to know learn from the best practices examples in the field, track their activity and never quit their desideratum of reaching greatness through client satisfaction. The purposes of this paper are to provide an overview of the situation of the first two of the world's best restaurants and to present the role played by services marketing in their performance. Our research is based on a literature analysis.