Abstract
The purpose of this paper is to provide proof that consumer relationship management can help to influence customer behavior in restaurant industries (Gloria Jean’s, Olympia palace restaurant) and help them to maintain profitable loyal consumers. Data were collected using semi-structured questionnaire and both qualitative and quantitative research methodology was used. There were 60 respondents and the research questionnaire is based on 7 point Likert scale. A key finding was that CRM activities help to develop good relationship with consumers and increase their satisfaction level. Consumers who visited these restaurants often prefer these restaurants over other restaurants. This research was conducted within specific restaurants. The sample size could have been bigger. To further explore the application of CRM in restaurants and the connection of profitability and loyalty with CRM there should be more explicit research. The fact that consumer relationship management is a part of effective and efficient management system and can be essential to ensure retention of consumers. The paper is unique in that we provide evidence of the importance of consumer relationship management in restaurant business where most often no CRM activities is conducted.
Highlights
In any market, companies want to increase their rate of sales and quality of their services or products regularly to higher and higher points
The interest for such study arose from two main factors – Customer Relationship Management (CRM) practices in restaurants of Dhaka city and how CRM could help those particular restaurants especially in Gloria jeans and Olympic palace
IDIC model consists of the theory of interaction with all the customers according to the value and need because it brings much better connection between customers and company
Summary
Companies want to increase their rate of sales and quality of their services or products regularly to higher and higher points. The data required for conducting this study was collected using self-administered questionnaires, specially designed to achieve the study goals .While we prepared a question, we tried to avoid leading and loaded questions, and we have made our questionnaire easy and to the point, so that it would help us to solve our research problem For this purpose we have used 7 point Likert scale and observing questions that allow the respondents to give multiple answers to a single question. 6. Data Analysis and Interpretation 6.1 Important Approaches Used By Gloria Jean’s And Olympia Palace The mantra for a restaurant's revenue and profit growth is centered on delivering consistent and satisfying customer experience. 6.3 Activities that Relate Customers Experience to CRM of Gloria Jean’s and Olympia Palace Restaurant.
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