En fallstudie om restaurang Danilos storytellingkoncept

by Anna, Lahte; Öst, Ann-Sofie

Abstract (Summary)
Nowadays it is evident that companies try to keep a high product- and service level. For companies to be successful, differentiation is more about feelings, design and stories. As a result of changes in consumption habits there is an increased need for meaningful experiences. More companies turn to storytelling as a way of offering the customer emotional experiences. From a business economic perspective storytelling is a tool for packaging of products and services and also a tool for communication of the same products and services. When a lot of time and resources have been used for creating a storytelling concept, it is important to ensure results of an implementation. Our wish is therefore to study storytelling with an interest starting from what actually is created in relation to the intended storytelling experience. The research questions examined through this paper are:”What characterizes storytelling and how can storytelling be used as a concept?” and ”To what extent is the intended experience created through the whole process, from creation of the storytelling concept to consumption of it?”Through a case study we examine the storytelling concept for Danilo restaurant, a new established restaurant located inside the movie center Bergakungen. Empirical data is collected through interviews with Stylt Trampoli, the company that developed the concept, CEO and personnel at restaurant Danilo and customers. Primarily, theories about narratology, storytelling, service architecture and creation of experiences in service companies are being used in this paper.The analyze shows that the intended experience of the storytelling concept for restaurant Danilo is communicated well in the beginning of the process but decreases on the way to the customer. Shortages were found primarily when establishing the concept through the personnel. A lot of customers were positive towards restaurant Danilo and its interior, nevertheless the intended storytelling concept does not reach the customer.
Bibliographical Information:


School:Växjö universitet

School Location:Sweden

Source Type:Master's Thesis

Keywords:storytelling experience marketing concept story


Date of Publication:01/29/2007

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