Global Advanced Research Journal of Educational Research and Review (GARJERR) ISSN: 2315-5132
June 2017 Vol. 6(2), pp. 027-038
Copyright © 2017 Global Advanced Research Journals

 

Full Length Research Paper 

Customer relationship management strategy model applied to the chain ​​of restaurants

Jorge Iván Carrillo Hernandez1, Juan Carlos Alarcón Gavilanes2, Liliana Elizabeth González Garces3, Gabriel Arturo Pazmiño Solys4*, Luis Edwin Chimborazo Azogue5 and Cesar Maximiliano Calvache Vargas6  

1Master in Business Management, Foreign Trade Engineer. Lecturer at the Technical University of Ambato - Ecuador, Technical University of Ambato - Ecuador.
2Magister in Business Management, Foreign Trade Engineer. Teacher of the Schools Superior Polytechnic de Chimborazo. Polytechnic School of Chimborazo, Riobamba, Ecuador.
3Master's Degree in Business Administration Mention Planning, Accounting and Auditing Engineering CPA, Faculty of Administrative Sciences Faculty of the Technical University of Ambato - Ecuador.
4Doctor in Industrial Engineering, Master in Socio Productive Projects, Mechanical Engineer, Business Engineer. Lecturer at the Technical University of Ambato - Ecuador, Technical University of Ambato – Ecuador.
5Master in Marketing. Ingener in Marketing. Technical University of Ambato. Ecuador Technical University of Ambato. Ecuador. Lecturer at the Technical University of Ambato - Ecuador, Technical University of Ambato - Ecuador.
6Master in Administration and Marketing, Systems Engineer. Lecturer at the Technical University of Ambato - Ecuador, Technical University of Ambato - Ecuador.            

*Corresponding Author Email: ga.pazmino@uta.edu.ec, gapasrio@gmail.com

Accepted 02 July, 2017

Abstract

Consumer loyalty has been the focus of research of interest to both academics and entrepreneurs, nowadays companies in the commercial sector are in competition, are more focused on attracting new customers and invest considerable resources in the process, Neglecting the Strategies that allow loyalty to existing customers. This document deploys a series of CRM strategies to improve the loyalty of diners in the city of Riobamba, which has managed to improve sales, maintain existing customers and increase with new customers. The methodology of the present investigation is descriptive, because a diagnosis of the study variables, explanatory, was made because it tries to identify the causes of the loyalty through the analysis of data obtained in the survey. The research design is pre-experimental because a pre-test was applied to diagnose the level of fidelity, had as a unit of analysis to the customers who have used the service of the 8 restaurants of the Brisa Marina chain and its subsidiaries in such a way that Meet the conditions to evaluate such service and then make a diagnosis of their degree of fidelity. The study population considered was the average number of clients who used the services of the restaurants of the city of Riobamba that were at least visited by restaurants of the Brisa Marina chain between March and June of 2015. The levels of cognitive fidelity before applying the CRM strategy, it was observed that 37.97% of the diners were not aware of the variety, location and promotions of the restaurant, 60.87% had low knowledge, and only the 1.16% have an average knowledge. It can be observed that 45.8% had a low commitment; that is, that the guests showed little commitment to recommend, attitude of returning, commitment to speak well and defend when someone speaks badly of the restaurant in study, and only has that 2.32% of the diners have a high commitment and do not exist commensals apostles. The levels of affective fidelity after applying the CRM strategy, after implementing the strategy can be observed that 51.20% of the diners are satisfied with the service, 39.10% of the diners are indifferent with respect To the service and only the 4.30% of the diners express to be delighted with the service.

Keywords: Model, Customer Relationship Management, Relational Marketing, Loyalty, restaurant chain.

 

References

Al-Hundaif S  (2011). The Critical Success Sactors for Implementation of Customer Relationship Management in The Baking Sector of Saudi Arabia . J. Glo.  Bus. Manage. pp. 1–7.

Lambin J  (2003). Marketing Estrategico. ESIC Editorial, Madrid.

Plakoyiannaki E, Tzokas N (2002). Customer Relationships Management: A Capabilities Portfolio Perspective. J. Database Manage. pp. 228–237.

Reinartz W, Kumar V (2003). The Inpact of Customer Relationship Characteristics on Profilable Lifetime Duration. J. Marketing. pp. 77–99.

Rygielsk C, Wang J, Yen D (2002). Data Mining Techniques For Customer Relationship Management. C. Rygielski et al. Technology in Society. pp. 483–502.

Sharp, B. & Sharp, A. (1997). Loyalty Programs and Their Impact on Repeat-Purchase Loyalty Patterns. Int. J. Res. Market. pp.473–486.

Yao H, Khong K  (2012). Customer Relationship Management: Is It Still Relevant to Commercial Banks in Taiwan? Int. J. Bus.  Manage. pp.151–160.

Zablah A, Jonhnston W (2003). Customer Relationship Mananagemnt: An Explication of Its Domain and Avenues For Futher Inquiry.


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