Customer Value and Business Expansion for Frank's All-American BarBeQue

Frank’s All-American BarBeQue
Student’s name
Institution Affiliation(s)

Question 1
Robert should explicitly consider the current customer value offered by Frank’s All-
American BarBeQue average. The customer value is beneficial to the consumers, but it has a
potential room for improvement. According to Myšková and Doupalová (2015), customer value
brings about functional, emotional, epistemic, social and conditional merit. First, regarding
functional value, Frank ensures that consumers are provided with great simple meals. Besides,
the restaurant has won several awards for providing quality food. The final outcome of the food
is usually worth paying for as a consumer. For social value, Frank offers sauces which resemble
the American style. More so, Frank provides a safe environment and the type of food sold tends
to establish a surrounding where customers from distinct ethnic groups can have a sense of
connection with Americans (Hänninen & Karjaluoto, 2017).
From Frank’s customer value, it is apparent that emotional merit is another benefit clients
enjoy. The customer value focuses on ensuring that the restaurant is a comfortable place to eat
from any time. Due to the surrounding influence, the ambiance can evoke different emotions.
Thirdly, a restaurant’s customer value should bring about epistemic and conditional merit to a
consumer. Nonetheless, Frank’s customer value does not observe the two merits. For epistemic
value, the restaurant’s ideas are neither novel nor fun. Regarding conditional merit, Frank’s
business does not have any shared traditions to bring people together. The business incorporates
crucial elements but still omits some essential factors (Hess & Cottrell, 2016).
In regards to perceived costs, it is only one aspect that Frank considers. Perceived costs
comprise of three elements namely psychic, monetary and time (Chang & Dibb, 2012). In
Frank’s case, it is only the monetary dimension which is regarded. Frank is a firm believer that