Customer Relationship Management Assignment

Topics: Customer service, Customer relationship management, Marketing Pages: 9 (2181 words) Published: June 23, 2013
SCHOOL OF HOSPITALITY, TOURISM AND CULINARY ARTS

BACHELOR OF INTERNATIONAL HOSPITALITY MANAGEMENT (HONS.)

HTM2232
SALES AND CUSTOMER RELATIONS MANAGEMENT

ASSIGNMENT

NAME : TAN KHAI XIN
I/D : 0302483
BATCH : BH 5
GROUP : 8

LECTURER: LEE SOO SIAN SUBMISSION DATE: 31 May 2013

INTRODUCTION

CRM is the information industry abbreviation for customer relationship management which is commonly used to describe a business-customer relationship that ultimately focuses on understanding the customer as a business strategy. Apart from that, its system enables businesses to retain customers through better customer experience, attract new customers, win new clients and contracts, increase profitably and also to decrease customer management costs.

As of the current moment in developed countries around the world, the complexity of managing customer interactions grows as fast as the screaming pace of technology innovation. To measure a firm’s service quality, RATER, previously known as SERVQUAL before the model was refined in the early 1990s, acts as a measurement guide for customers by comparing their perceptions with their expectations to the 5 aspects – reliability, assurance, tangibles, empathy and responsiveness.

This simplified model (Parasuraman’s RATER) is simple and useful for quantitatively exploring and assessing customers’ service experiences and it has been used widely by service delivery organizations to help shape up their efforts in bridging the gap between perceived and expected service.

To test out the mentioned model, I’ve opted to visit a slightly upper-class ranged restaurant situated in the busy part of Bangsar where Bangsar Shopping Center and Bangsar Village II can be found and also to apply Patterson’s Disconfirmation of Expectations and Parasuraman’s SERVQUAL.

DETAILS OF VISIT

DATE : 19 May 2013, Sunday
TIME : 2.30 P.M.
VENUE : Three Little Pigs & the Big Bad Wolf (non-halal), Bangsar Village I CUISINE : Non-halal Western food
TARGET MARKET: Family-friendly café serving breakfast and lunch, a wine bar and restaurant after 6 P.M. VISITED WITH : Three other friends of similar age

Parasuraman’s RATER

Criteria| Expectation| Action|
RELIABILITYDependable,Accurate performance| The service staffs must have good knowledge on their products and able to deliver consistent quality.| Service crew should be able to identify needs, communicate accurately, deliver the promised and follow up. | ASSURANCECompetence,Courtesy,Credibility,Security| Well-trained service crew that possesses the four criteria to assure customers.| It is vital for service crew to portray friendliness, have communication skills and work professionally. | TANGIBLEAppearance of personnel, Physical facilities and equipment| The restaurant to be clean, well furbished, and service crew are well groomed and hygienic.| The basic hygiene standards for service providers.| EMPATHYEasy access,Degree of caring,Individual attention| Easy accessible location and the service crew are attentive to guests.| The service crew should be helpful and when attending to customers’ requests. | RESPONSIVENESSWillingness to help, Promptness | Service crew are always ready to help assist customers.| Service crew are willing to give assistance at all times. |

Patterson’s Disconfirmation of Expectations Model

Criteria| Perceived Outcome(P) VS Expectation(E)| Outcome| RELIABILITY| P > EDissatisfied| Wasn’t really helpful for suggestions and did not feel confidence in the server.| ASSURANCE| P > EDissatisfied| Service crew did not acknowledge customers and look bored most of the time.| TANGIBLE| P < EDelighted | The interior and exterior gave a warm and cosy atmosphere, staffs are also groomed neatly and hygienic| EMPATHY| P < EDelighted| Vegetarian menu items available and...

References: 1. http://www.webopedia.com/TERM/C/CRM.html
2. http://en.wikipedia.org/wiki/SERVQUAL
3.
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