Mechanisms for the application of relation ship marketing in quick service restaurants in Egypt

Abstract

The objective of this research is to assess the effectiveness of the application of relationship marketing in quick service restaurants in Egypt. The findings of the study showed that there were two aspects of application, the positive aspects achieved through the application of relationship marketing in restaurants such as providing and maintaining database about customers, and following-up customer complains to increase satisfaction level, and the profitability of restaurants. The negative aspects of these restaurants in the lack of use of database to attract previous customers,or to predict the needs of the new and existing customers ; addition to the lack of attention to the satisfaction of employees and motivate them as one of the basic request in application of relationship marketing strategies. The research provides many results were load to make the recommendations like designing programs for attracting unrepeated customers, satisfying employees, and partnership with suppliers, and the application of quality systems effectively.