MARKETING METRICS AND ITS USAGE A CASE OF RESTAURANT INDUSTRY

After summarizing the theoretical foundations, this paper describes the current states of marketing metrics in Albania. Marketing is broadly defined as the steps that companies follow in order to achieve customer preference and its own goals. This study is focused on the restaurants of Durres, Albania. Throw this study we show that both financial and non-financial measures are used from restaurants in order to continue to predominate. We develop a generalized framework around some measurement categories like financial, competitive, Brand value metrics, Customer value metrics, Word of mouth and referral value metrics, Retention and acquisition metrics, Cross-buying and up-buying metrics, Multi-channel shopping metrics, and Product return metrics. Then we explore the use and the perceived importance of metrics by category, and associations with orientation and performance. This study shows the importance of metrics in restaurants and the benefits that restaurants have from measurement