Case Study Of Customer Relationship Management For Restaurant Business In Melaka

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Recommended: customer loyalty and customer relations management

Chapter 1: Introduction
1.1 Overview This research is about “Customer Relationship Management (CRM) implementation for restaurant business in Melaka”. Nowadays, most of the business implements CRM strategy to satisfy customers in order to meet their needs and wants. CRM plays a vital role of success in the restaurant business to increase customer demand. Based on the research or study, the CRM conceptual framework with customer service, loyalty program, menu engineering and employee behavior towards customers will influence the customer loyalty and retention. Collecting customers contact details and managing customer database properly, offering discount and free coupons or voucher, designing and placing an attractive items or dishes in the menu, employee with friendly attitude and behavior can …show more content…

• The benefit of customer service towards business.
Loyalty Program • Preeta H. Vyas; Piyush K. Sinha, 2008
• Irena Daukševičiūt; Neringa Vilkaitė; Aivaras Valainis, 2011
• Yuping Liu, 2007
• Jochen Wirtz; Anna S. Mattila; May Oo Lwin, 2015 Qualitative • What is loyalty program?
• Loyalty program act as the marketing practice to create and maintain the relationship with customer.
• The one time promotion is not act as the the true loyalty program.
• Customer loyalty program effectiveness.
Menu Engineering • Leo Yuk Lun Kwong, 2005 Qualitative • What is menu engineering?
• Determine the menu item sales percentage based on dish’s sales unit divided by total number of entree sales
• The menu matrix.
Employee Behavior Towards Customers • Rashad, Yazdanifard ; Hashim, Danbala; Wan Fadzilah, Wan Yusoff and Niyousha Nikrousha, Dehi, 2011 Qualitative • Employee behavior will lead to the satisfaction of customers towards the

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