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