A systems engineering approach to CRM implementation in the UK Hospitality Industry
Customers are an essential part of every organization so that they could be provided with those benefits and services, which are required for attaining success.
Priority is given to the customers as this ensures that customers could help the organization to sustain in the market and grab the opportunities in the market. Thus, organization gives its focus on building and developing relations with the customers so that it could make the organization to have its optimal growth in the competitive market.
Sustainability and consistency can take place with the assurance of large number of customer. System engineering approach in the practice of CRM is focused on the research for evaluating its impact on Kokonut Grove, restaurant in UK. It is required for identifying the needs of the customers so that they could be provided with benefits.
Customer relationship management ensures that growth can take place in the organization by retaining large number of customers and earning their loyalty towards the brand. This will make the organization to meet with the competition that arises day by day with the improvement in technology.
The improvement in customer relationship management is required for having effective communication in the system. Communication plays an extraordinary role in the organization for influencing and attracting the people by promoting the products and services.
System engineering software is costly in nature but can be used effectively for delivering great success to the organization. The trends, which changes with the passage of time can be determined with the software and could be provided with gratification to customers with its analysis. It helps the organization to have its stake in the market with number of people in it.
CRM is required for marketing and promoting the products and services in the market for spreading at large level. It would make the use of skills and knowledge by the professionals for using the CRM software in an evident manner.
System engineering approach has a great significance for the development and implementation of software for the usage of CRM solution. This makes the hospitality sector to implement the project in an effective manner for availing the services to the customers. Customer Relationship Management (CRM) is a broad concept that has been taken into consideration by the engineers for the research for evaluating its significance (Vasconcelos et al., 2007).
Customer Relationship Management refers to the identification of the needs of customers, acquiring new customers, makes the organization build effective relations with the customers by having proper communication and interaction, and create customer loyalty.
The research will be on the evaluation of the systems engineering approach to CRM implementation in the UK Hospitality Industry(Rahimi and Gunlu, 2016). The satisfaction could be provided to the customers by knowing their needs and wants, and this could be made possible with the use of CRM tools in the Organisation.
This enables the engineers to have their project for processing of their data so that it could make it for the customers.This also makes the usage of technology which will help in developing the communication and interaction with the customers for the identification of their needs and wants.
The development of social media has improved the communication channels for the hoteliers who enable in having direct feedback from the customers through different modes (Navimipour and Soltani, 2016).
This makes the UK hospitality industry to grow at a large scale with the enhancement in the performance of the organization as well as employees. This makes the hotels and restaurant to provide the customers with such products and services which make them retain in the hospitality industries.
For the successful implementation of the CRM tools in the organization, it is required to implement it in the right approach and align the same with its current business process and well defined. Otherwise, outcome would be nil. In view of it, the organization approaches the design team to develop CRM tools which can meet the demand of business requirementand implement in its right approach.
The major reason for selecting this topic is the deep research available in it and the number of resources which could help in meeting with the needs of the research. The focus of marketing organizations is changing,which results in evolution and adoption of system engineering approach in CRM system supported by technology and integration of technology with the process and business (Harris, 2003).
CRM is the most significant and tactical business tool and approaches for the hospitality industry as this makes them grow at a large scale and rectify the problems of the customers. This makes the hospitality sector to earn trust and loyalty of the customers by having such quality products and services which meet with their expectations.
Moreover, system engineering approach makes the development of such aspect which helps in having customers relations in an effective manner. This makes the hotels and restaurant in the UK hospitality sector to have a large number of customers which could benefit them in terms of profits and generating their goodwill (Noe et al., 2017).
This makes the hotels and restaurants to develop the personalized strategy which could help in creating the brand image and make it meet with rival firms. The strategy is formulated on the basis of customer spending on particular products and services. This makes the hospitality sector to influence the customers and make it grow ta large scale.
The influence over the customers with the CRM strategy with system engineering makes them satisfy and make them approach the hotels and restaurant for their future services as well with the development of required tools in it. This enhances the brand value of the company and makes them grab the positioning in the market.
The competition could also be made to be with effective goodwill and a great number of customers associated with it. This benefits the organization with the delivery of products and services in an effective manner and hasa colossal number of customers.
The system engineering tool for implementation of CRM practice makes the hotels and restaurants to attain the information about the customers such as their loyalty towards a brand, their purchase power, trust, needs, and desires, etc. which enables them to work accordingly (Gummesson, 2017).
This makes the UK hospitality industry to make the best usage of the CRM tools for the production of such products and services which attract the customers towards their brand. This is to ensure that growth could take place with a large number of customers and satisfaction that is provided to them.
For successful implementation of the CRM system, the interdisciplinary methodology and means are Systems Engineering. It focuses on characterizing customer needs and the requirement for the development of the CRM system, reporting requirements, then continuing with design synthesis and system validation.
It considers the tasks, execution, test, training and support,assembling, cost and calendar, and disposal while developing the CRM tool.The implementation strategy incorporates designs to set up the IT infrastructure to deal with the CRM system. The system is developed keeping in mind the business objectives as the primary core focus and includes end-to-end project execution plan.
All the customer information uploaded & migrated on the new system which is being developed at the implementation stage. The information must be arranged, so its examination and reporting are adjusted to the business system that the organization has drawn up. Further, the CRM system should be part of business development strategy and evaluate time to time to measure the performance of the CRM.
The research will also include various methods that are used for collecting information and data for having an answer to the research question. The study will make the use of qualitative and quantitative methods which have been used by most of the researcher as this makes the derivation of data to be more accurate and reliable.
This makes the identification of the role of CRM in the UK hospitality industry for the enhancement in the performance. This also evaluates the purpose of the CRM strategy for having growth in the market and having a large number of customers (Wang and Kim, 2017).
The research makes the usage of quantitative research design method as this is more in a structured form as compared to qualitative research method. Qualitative research method makes the evaluation of the opinions, ideas, and views of the people,which makes the derivation of data from the responses made by the people.
The data is presented in semi-structured or unstructured form and involves methods such as group discussion, individual interview,and observations, etc. On the other hand, quantitative research method makes the identification of the problem by having a solution with the extraction of data that is presented in numerical form and data.
This includes methods such as online survey, face to face interview, online polls, etc. (Bernard, 2017). The research conducted will make the use of quantitative methods as this is easy to assess and evaluate for having the answer to the research questions.
Moreover, the primary research method will be used in the research for having data directly from the respondents. The reason for using primary research method is that it would not make the development and interpretation of data that is biased or manipulated.
This makes the derivation of data regarding the significance of system engineering tool for the implementation of CRM on the performance of the UK hospitality industry. The target population will include the participation of six different companies which includes 2 café, 2 restaurant and 2 hotels in the UK while the sample size for this study will be 60 employees (Brannen, 2017).
This also makes the usage of sampling method so that the small sample size could be taken out, which will depict the entire population. The questionnaire will be prepared and circulated to the target population for generating and having their responses. These findings will be presented with the depicted with a graphical presentation which is easy to assessed and evaluated.
This research will also follow ethical consideration while having the data by having the consent form. This also makes the data to be presented in an ethicalmanner which should be assumed or manipulated. The data should be real in nature, and no personal information of the respondents should be used in a negative manner (McCusker and Gunaydin, 2015).
This will help in having authentic and reliable data for the implementation of a system engineering tool for the implementation of CRM successfully in the UK Hospitality Industry.
The key aim of this research isto uncover the process of implementation of the Customer Relationship Management (CRM) System successfully in the organization, the United Kingdom Hospitality Industry,with the help of a system engineering approach to achieve its desired outcomes, such as to acquirenew customers, interaction with the customers & their feedback,etc. tofacilitate better products and services. CRM system evolves with an organization, and this project will also facilitate that evolution.
- Why CRM is needed in the restaurant and hotel sector with a system engineering approach?
- What can be the purpose and benefits of the system engineering approach for the implementation of system engineering for restaurant and hotels?
- 4. How does CRM influence customer dimensions like satisfaction and loyalty?
- How to develop& implement a CRM system by identifying, analyzing, and rectify the deficiencies?
- What are the challenges to develop a design for a successful CRM system?
- How to overcome and implementation of CRM system in the organization?
The following objectives are identified that will be achieved for successfully accomplishing the research aim:
- To explore the needs of CRM and system engineering tool in Koconut Grove.
- To describe the purposes and benefits of system engineer tool in the implementation of CRM for Koconut Grove.
- To examine the use of CRM practices and their influence in the restaurant and hotels in the United Kingdom.
- To determine the potential impact of CRM on different customer dimensions like experience, satisfaction, trust, and loyalty.
- To analyze the impact of the customer relationship management of the management.
- To evaluate the positive impact of employee communication made with the customers.
Role of system engineering in CRM
Customer relationship management (CRM) has been the most effective measure that has been adopted in the hospitality sector for improving the communication and interaction level with the respective or potential customers. In the opinion of (Nyadzayo and Khajehzadeh, 2016),
Customer relationship management is required by the hoteliers in the Kokonut Grove for having high growth and sustainability in the market. This makes them build effective relations with the customers so that they could help in meeting with the competition in the market. This makes them grow with the effective contribution of customers and make them produce the products and services which are required by the customers.
In the perspective of (Soltani and Navimipour, 2016), CRM and engineering tools are most effective in the Kooves Grove for the purpose of marketing which helps in having a large number of customers and develop its stake in the market.
This makes the hoteliers evaluate the needs of the customer, which could make it develop those products and service which are required by the customers and lead to provide them with gratification. In addition to this (Abu Amuna et al., 2017), said that elements of CRM are based on the creation of positive experience with the customers so that it could help in increasing their arrival in the organization and lead to growth at large scale.
This makes the management of external affairs and problems of the customers by having effective communication with them. This can be made possible with the usage of technology in the hospitality sector and the use of social media. The development and innovation in technology have given birth to social media and its effect on the hospitality sector.
System engineering tool for the implementation of CRM makes the hospitality sector to have effective and adequate decision making in the organization. This helps in making the hoteliers identify the essential requirement of the customers and market, which could be archived by adopting several measures and methods.
This is required for having tremendous relations with the customers and makes them avail the services again and again. This makes them increase its customers and make the hotels to have sustained growth in the market of UK.
In addition to this (Wirtz, 2018), engineers make their effort in the Kokonut Grove for the development of software for estimation of needs of the customers. This is required for satisfying the people and having good relations with them. This could take place by having a deliberate relationship with the people and making them retain to the Kokonut Grove.
This is essential for satisfying the people and making them grab the position in the market. The software makes the organization to estimate the needs of the people and their purchasing power towards the particular commodity. It enables the organization have that specific product, which helps in meeting with the competition in the market. The growth and development of the organization are based on the active participation of the customers and the achievement it makes for having sustainable growth. On the other hand (Kangu et al., 2017) pointed out that, employees are the role players for the growth and development of the organization as they carry effective relationship with all the stakeholders, which make it have grown. The engineers, who are having their active participation in the growing propensity of the company make their analysis for improving the working of the employees. They allow the employees to make their mental effort to be high as compared to physical work. This is essential for satisfying the customers and building energetic relations with them. In respect of Kokonut Grove, CRM and system engineer works in parallel lines, which is essential for having a larger number of customers in it. Most of the firms work for the purpose of earning profits, while Kokonut Grove makes its efforts for earning profits and providing quality products and services to the people.
In the study of (Hassan et al., 2015) has given his focus on the needs of Customer Relation Management in the organization for having the engagement of employees in it. This makes them give as support to the personnel by making them know about the products and services they need to produce for the customers. Customer relationship creates an affective bond with one other, which improves the profitability and sales of the organization. This is obligatory for every firm as the firm relies upon the revenue it carries with its existence. Kokonut Grove delivers the quality products and services, which are expected by the customers in the assurance for having goodwill in the market. It delivers customers with multiple varieties of products and services as per their preferences and taste. The perfect relationship or bond can be managed in the system by providing those flavors, which are needed by them. In addition to this (Bhakane 2015), it has been considered the goodwill of the firm could be made in the market with the effective contribution of the customers and gratification that is provided to them. This enables the firm to have mouth publicity and promote the firm. Thus, the promotion enables the organization to increase the number of customers in it and have suitability in the organization by having rapid growth.
Importance of CRM for Managers
In the words of (Brockman et al., 2017), Customer relations management is vital in the system as this incorporates the behavior the people and making them deliver the required products and services to the customers. It has been evaluated that the success of the organization can be derived with the development and building of good relations with the customers in the market. Customer relationship management has been the key to the success of the organization and delivering the best services to the customers. It is essential for Kokonut Grove to grab the opportunity in the market and to deliver success to the customers. It is essential for developing relations with the customers so that they could be delivered with satisfaction with demanded products and services. Managers find it is important for the Kokonut Grove to have customers relationship management as this will enable it to improve the retention of the customers in it.
In addition to this (Kale, 2014), has given its focus on efficiency of CRM tool for collecting data by having an effective interactive session or communication in the organization. It is required for the Kokonut Grove to have an open session with the customers so that their needs and expectations could be measured. It will help in developing the base for the organization and making the availability of products and services accordingly. CRM tools are efficiently used by engineers in the system for the integration and development of relations with the customers and produce the respective products. It is scalable and measurable, which helps the engineers to identify the propensity for increasing the sales in an effective manner. In contrast to this, (Bhat and Darzi, 2016) have stated that engineers make the judgment on the basis of data they measure in quantitative terms. It does not give its emphasis on qualitative aspects, which affects the customers in a diligent way. The concentration should be made on the customers and their willingness to avail the products and services. This would help in the promotion of healthy relations with the customers and having a great impact on increasing their value in the organization. It is required for grabbing the position in the competitive market as customers are the strongest asset for the organization and its survival.
As per the article (Hatfield et al., 2019), customers’ relations management is vital for managers as this improves cross-cultural communication in the organization. It helps in identifying a number of alternatives through which it could satisfy the customers and deliver great success. Enhancement in decision-making activity would enable the organization to grab the position in the market and deliver the required products to the customers. The number of alternatives will enhance or improve marketing communication in the organization. This would help in increasing the sales and make the organization to attain large number of profits. It is also required for reducing the cost in Kokonut Grove for the practices that have been made for attracting the customers and providing them the Satisfaction. Moreover (Bhat and Darzi, 2016), maintenance of relations with the customers makes the organization generate its goodwill in the market with the promotion of its brand. This increases the value of its products and services in the market with the enhancement in the efficiency and reduction in cost. High reputation in the market automatically makes the organization have a large number of customers associated with it. Thus, it ensures the organization that it has effective customer relations as it would make them retained in it with its reputation and goodwill in the market.
In the opinion of (Mojibi and Hosseinzadeh, 2016), various software is used by the organization to have customer relationship management for having a large number of customers. Most effective tool or software that has been used in the Kokonut Grove is custom software which is handled by engineer with the support of managers. It is required for managing the customer relationship management for having large number of solutions with customized system. This makes the organization to design the structure in such a manner, which will help it to develop and maintain the CRM in an appropriate manner. The software is costly and expensive in nature which depends on the deigning or quotation of the products and services. In addition to this (Muric, 2017) has given its focus on the role of manager for hiring the respective engineers so that they could manage the relations with the customers in an effective manner. It would help Kokonut Grove to maintain its relations not only with the existing customer but also to build its relations with new customers. The manager makes the usage and development of various marketing strategies so that it could have the number of customers, which are required for meeting with competition in the market.
According to (Brockman et al., 2017), marketing of products and services is essential for the organization so that it could focus on the business and its success. It enables the manager in Kokonut Grove to have both the positive and negative experiences so that it could be handled in an effective manner. This could be managed with effective communication channels, which are required for managing the negative perspective of the customer by converting it into a positive nature. Nurturing the experience of the customers is essential in the organization for improving the loyalty of the customers towards the products and services. A manager makes their effective contribution in strategizing the things in the organization so that they could help in retaining the customers and attracting the new customers in the organization. This will make the managers earn revenue in the market with the recognition of its brand name in the market. It is required for attaining success in the organization with the delivery of respective products and services to the customer. The support of managers is required at every stage for taking corrective decisions in the organization (Muric, 2017). Thus, the growth and development of the organization could be attained with the implementation of customer relationship management in it.
Impact of CRM on communication with customers
As per the saying of (Tabandeh and Bastan, 2014), communication has been the most vital aspect of the organization, which makes the transmission of messages to be made in an easy manner. In an organization, information needs to be passed from one source to another so that it could meet with the needs of each other. It is required for team coordination and team effectiveness in the organization. It will help in assessing and recognizing the problems for the delivery of required services to the employees present in the organization. In CRM (customer relationship management), communication is required at every level so that it could meet with respective needs and demands of the customers. It is required by the organization so that it could understand the requirements of the customers in an effective manner, which is required for earning high profits. This makes the organization to have its huge impact on the services that are provided by it to the customers. In contrast to this (Kerzner, 2017) stated that communication that persists in the organization could lead to reduction in the services provided by the customers. It affects the productivity and sales of the organization as employees are more engaged in having informal communication rather than contributing to the growth of the company. This makes the organization to suffer from loss and lead to suffering from employee retention. It is required to be analyzed so that it could help in improving the system so that it could have formal communication in the organization. Communication is required for sustaining the market and delivering great benefits to the customers with the management of effective relations with them.it would help in satisfying the customers by identifying their needs and wants. The communication can be made directly or indirectly with the customers for evaluating their needs and wants. This is required for grabbing the position in the market and managing a great impact on the customers. Communication skills present in the employees in the organization influence the customers and make them get attracted to the products and services provided to them.
Impact of Communication
As per the opinion of (Choudhury and Harrigan, 2014), communication has a great impact on the productivity and sales of the organization as this identifies the needs of the customer by creating a network all over the world. Its organization, both the formal and informal communication, takes place due to different types of people work in it. Formal communication takes place for the sake of meeting with the organizational goals by working in a team. This ensures that customers could be provided with satisfaction with the availability of those products and services. The effective of teamwork in the organization such as Kokonut Grove enables it to have good intent in the mind of the customers. It helps the organization to attain success in the organization with the development of strategies and policies for sustaining in the market.It is required for improving sales, services, marketing, and services of the organization with the development of communication skills. It is required for having a sustainable growth in the organization by attracting a large number of people in it. Major role of communication is to reduce the gap that has been drawn between the customers and employees so that it could help them in grabbing the position in the market. Informal communication among the employees in the organization leads to the effective utilization of skills by having a deep conversation with each other.
As per the words of (Jackson, 2016), informal communication is required in the organization for having sustainability so that it could have a large number of customers in it. This makes the employees share their ideas and views, which help the organization to have number of solutions to the problems for maximizing the satisfaction level of the customers. Communication in CRM helps in managing the relations with the customers in effective way by understanding each other’s concern effectively.It helps the business to grow at high level with the reduction in stress level of the employees. The recognition of the organization can take place with effective communication that has been laid by the organization with its respective customers. Communication helps the organization to deliver a great amount of success with the promotion and marketing of its products and services in the market. It is essential for the organization to have required communication with the customers so that they could know the variance of products and services provided to them by the organization. This is required for attaining great relationship with the customers and creating satisfaction level standard for the customers. This ensures that marketing could take place with communication as this makes the customers know about the products and services. In Kokonut Grove, communication is required for sustaining in the market for satisfying the customers by providing them quality products and services. They make the usage of communication skills so that they could identify the needs of the customers and lead to earning high profits. Communication and CRM are interrelated with each other as this makes communication is required for fulfilling the targeted goals of the organization. It evaluates the problems that are associated with the customers so that it could be provided to them with solutions.
According to Migilinskas et al. (2013), system engineering is playing a vital role in respect to implement CRM in a successful manner. However, the system engineer is an interdisciplinary approach which supports the business system in multiple manners from installing to monitoring the system results. The role of a system engineer is quite effective in terms to identify the need analysis and develop the system accordingly. Likewise, system architecture and statistical analysis is the tool which is widely used for making infrastructure of technology in a particular organization, and then it guides the business to implement the CRM in the best possible manner. Thus, this study gives highlight of the significances of system engineer towards the CRM execution. The below study offers detail understanding of how the system engineer tool assistsin implementing the CRM for Koconut Grove.
Benefits of system engineer tool for CRM execution
The system engineer is considered as a process of successfully developing any type of system. The process includes a set of system development steps which helps the organization by performing the following activities:-
- To assist the creation of a system which meets the need of people or agency who use it
- To help the development of the system within budget and schedule that is developed.
The system engineering tends to be an interdisciplinary approach which covers wider area, so this assists the firm to implement any software and system in effective manner. Moreover, the CRM system is the one which is current trend, and every business engages in term to implement it into the business due to presences of infinite benefits. Kerzner (2017) found that CRM system helps the business to manage its interactions with customers at all levels and this system also supports the business to not only acquire the potential customer but also retain their loyalty for longer duration. this becomes possible with this CRM system as this system include the recording of data on centralized location within which every stakeholder including salesperson, manager, and suppliers, can access the information and perform their activities accordingly. That’s why the CRM system is in high requirement in current business environment. But, González-Rojas and Ochoa-Venegas (2017) stated that benefits of CRM system could only be achieved when it is implemented successfully. So in this, the system engineering tool or manager has a big role as these engineers assist the firm in many ways. It includesanalyzing the organization needs; evaluate the business potential and technology infrastructure etc. After evaluation, the engineer implements a system like CRM. This systematic process always assists in getting effective or positive results. So, it can be stated that system engineering tool serves various benefit in term to implement the system at organization.
Advantage of analyzing needs
In the research of Legner et al. (2017), it is identified that the major benefit that engineer system tool contribute is the defining customer or stakeholder needs. Likewise, engineer usually used the statistical tool for analyzing the customer response in the form of analyzes the weight of customer satisfaction or dissatisfaction. This helps them to develop the customer relationship management system. For example, engineer analyzes that customer hasa lot of complaints related to delay table booking at restaurant then engineer design the CRM system by majorly focuses on the MIS or table booking section by ensuring that booking time and date can be properly communicated to restaurant authority without falling in it. Therefore, these areas assist the business to implement the CRM system in effective manner by incorporating all needs of the organization as well as customers.
Defines the required functionality
In supporting this study, Tabandeh and Bastan (2014) illustrated that system engineering tools also support the implementation of the CRM system in terms to define the required functionality. It means that planning about the system cycle in terms to develop the coding, testing, and maintenances of system. This process helps the CRM system offers updated information to business with the changing needs and tastes of customers. It results in serving the customer in proper manner by achieving highest level of satisfaction.
Monitor the performances and test the system
Similarly, Bibiano et al. (2014) found that system engineer also proves to be beneficial in respect to monitor the performances of the implemented system and test their coding so that limitation or weakness can be controlled. However, context diagram tool assists engineers to evaluate the performances of CRM system in the form of define in which area system is lacking. It becomes easy to handle the limitation. The context diagram outlines the system functions in the form of chart presentation which tend to easy to find out the weakness or problem area in system. Thus, this way system engineering helps the business manager to study the performances of CRM system and equally support them in term to suggest the necessary suggestions. However, the engineer’s role is more supportive in term to reduce the defects and minimize the chances of reoccurring it in future. Likewise, it is majorly identified that CRM system majorly failed in terms to reduce the expenses on customers. This affects the overall budget of the firm.
In respect to such problem, engineer brings changes in the system functionality as they tend to reduce the time spent on order processing or wasting of order delivery by fixing up the manual errors (Jackson, 2016). Alongside, they also try to reduce the training time of employees by mentioning the skills or expertise in the employee database so that manager allocates them those task within which they are familiar enough. These practices help the engineers to resolve the problem of high customer retention costs. Thus, this manner, the engineer fixes up the problem if any occur with the CRM system.
Improved stakeholder participation
The system engineering tools definitely helps the business to implement the CRM system in such a manner that proves to be successful for improving stakeholder participation in business. This is done in a way that engineer implement the CRM system in such manner that offers diverse information to different stakeholders such as suppliers, staff and distributors. This helps to maintain the communication between the stakeholders, and it supports the proper development of task. Thus, the timely receiving of information encourages the participation of stakeholder towards the fulfilling of organization objective. For example, if staff familiar with their roles and expectation and what customer wants then they tend to prepare themselves accordingly and serve best to the consumers (Sarmaniotis et al., 2013). Thus, this way the stakeholder can able to bring improvement in their skills and boost their participation at organization activities. The system engineering not only offers benefits in the form of encouraging participation but it also builds the strong communication network among the stakeholders. This contributes towards making a healthy relationship between them, and it results in developing of positive working environment in the organization.
Benefits of system engineer tools in the implementation of CRM for Koconut Grove
The CRM system is considered as an important system for especially for the hospitality sector as they have direct interaction with customers, so their survival largely depends upon the customer services. So the CRM system tends to be effective in terms to guide the management about the changing customer needs and their wants. The catering of every need allows them to gain loyalty for longer period of time. The installation of CRM system includes the major role of system engineers which held responsible for the system planning to monitor. So, it can be stated that engineers have a vital role in the building technology infrastructure in business.
In context to Koconut Grove, which is UK based restaurant also depend upon the CRM system for influencing the people buying behavior. Likewise, Koconut is an authentic south Indian food restaurant which includes different species so; they target more on Indian community people in UK or individual who likes the species. The CRM system helps the restaurant manager to analyze the performances through estimate the customer feedback and customer visiting number. It allows the restaurant to identify the area of improvement. Thus, the engineer role is vital behind the successful execution of the CRM system as, without engineer testing, it won’t be possible to address the customer complaints and serve the best to visitor in restaurant. The engineers are the one whose role is not just to stick to development of system, but they also analyze the needs of customers and organization then design the system. Thus, the integration role of engineer is the key for restaurant to achieve customer satisfaction.
In addition to this study, Šebjan et al. (2014) stated that the system engineering tool also providesthe benefit of developing the CRM system in such a way that adapt or flexible as per the changes with technology. However, the easy adaptability in system always supports the firm when business environment is changing. It means that now customer more focuses on the healthy food products on their dishes. The CRM system supports the firm to develop the healthy south Indian cuisine for the Indian customer with the help of taking customer feedback and then incorporate their views on their product development. Thus, this practice assists in attaining customer satisfaction and loyalty. This way, the system engineers help the Koconut Grove CRM to adapt the changes with the customer taste and preferences shifts.
In a similar manner, Lipiäinen (2015) found that system engineering also helps the restaurant to provide better documentation facilities with the implement of a CRM system. This system also includes the recording of employee’s details and customer sales and stock records etc. these documents assist the manager in taking wise decision regards to different aspects. Likewise, if individual requires evaluating the restaurant performances, then it can easily compare their current sale figure with previous records. Other than that, they can review the customer response or feedback on food services and taste. This way Koconut Grove identify their strength and limitation in services and indulge in bring improvement in the problem area.
Furthermore, Soltani and Navimipour (2016) depicted that a system engineer also proved to be supportive ofKoconut Grove restaurant to reduce their maximum waste and improve the production process. Likewise, previously, the suppliers of restaurant take large time to estimate the availability of food ingredients due to improper recording about the stock requirement. But with the introduction of CRM system, this problem is solved as CRM system stores their maximum information in centralized location within which it becomes easy to access by the suppliers. This helps them to identify the stock requirement, and it made the order and time available of resources to the final processing department. This allows to offering the services to the final consumer in a timely manner. Thus, the system engineer also helps to serve the quality offering to people with the development of integrated system.
On the other hand, Choudhury and Harrigan (2014) the system engineers also assist the restaurant in reducing their maximum defects through developingthe CRM system in a way that integrates different areas. Likewise, the CRM system not only assists to record the customer feedbacks or analyze the performances but it also assist the firm to promote their services in front of customer in best possible manner. This system helps the business to reduce their cost through shortening the production and processing time. It also helps to reduce the employees training expenses. These practices help the restaurant to offer special offers to customers or visitors. It leaves a positive impact on their mind. Thus, these areas assist Koconut to achieve the large attention of customers. Additionally, the system engineer tool also assistsin securing the trust of different stakeholders as a CRM system store information at centralized location within which each stakeholder can access it and perform their respective task. This act helps the stakeholder to keep their trust in business as they timely get the information and they also get update about any changes in the business policy and strategy. Such exercise supports the business to achieve the loyalty of stakeholder towards the business.
Therefore, these areas clearly presented that system engineer role and tools tend to be a major support system in terms to achieve the customer satisfaction as the implementation of CRM system allows to serve the quality services to final consumers.
Purpose of system engineer behind implement CRM system
According to Soltani and Navimipour (2016), the purpose behind to implement the CRM system is to facilitate the improved communication between management and customer. This becomes possible with the system engineer that design the system only after analyzes the need of customer, varied stakeholder. This act helps to develop CRM system as per the need of each stakeholder, and this contributes benefits for them. However, system engineering is interdisciplinary approach which defines customer need, required functionality, and documentation requirements for the designing of system. So, system engineering is essential for organization to undertake as it assists them in what all activities are required to perform for the implementation of system. At the same time, the reason behind to undertake the system engineer for the implementation of CRM system is that engineer tools assist in analyzing the different activities such as operation performance, test, cost, and scheduling or training of employees.
Moreover, the purpose of system engineer behind to undertake majorly is that it support the business to successfully implement the CRM system without failing it and contribute towards the offering positive outcomes in the form of attainment of customer satisfaction to the larger extent. That’s why; the system engineer is taken in order to implement the CRM system on business for achieving greater benefit in the way of gaining maximum customer attention.
Interconnection of CRM and Communication
According to (Nyadzayo and Khajehzadeh, 2016), Customer relationship management has been used at a great scale by nit just large scale organization. It makes the small scale and medium scale organizations provide satisfaction to the customers with the collection, organization, and management of information in the management. It helps in managing the resources to be used in an effective manner so that it could help in satisfying the customers. The connection that has been made between the communication and CRM has made the Kokonut Groves attain high success in the market with the delivery of required services to the customers. Communication makes it feel the needs of the customers in an evident manner so that sat faction could be provided to the customers. The assurance of relationship with the customers and organization can be ascertained with effective and relative communication that took place among the people.
In the word of (Saeed et al., 2013), CRM framework likewise is utilized by the business in term to decrease the expenses of workers. It is discovered that staff individuals’ interest in the preparation and advancement program in each limited capacity to focus time for dealing with each new errand. In this way, in such a case, CRM framework causes the administration to record the representatives’ qualities and shortcoming inside the worker database. This enables the administrators to apportion the assignment to staff according to their mastery. This decreases the interest of instructional course, and it permits to controlling the costs to enormous degree. This exercise helps the business to not face the challenges of over or understocking, and it results in fulfilling of needs of customer on regular way without failing in it. Besides that, the system engineer also assists the business to evaluate the performances of employees through collect the result of individual task and based on statistical tool it documented and presented to manager.
In the words of (Tabandeh and Bastan, 2014), the propensity of the growth in an organization can be ascertained with the system engineer approach used by the organization. It identifies and schedules the trends of the market so that it could develop the products and services accordingly. It would help in satisfying the customers with the attainment of large number of customers in it. Customerscould be attained by meeting with the needs with the usage of new technologies for improving the communication level with the people. Technology has given a great advantage to Kokonut Grove to enhance its communication level so that they could develop the products and services as per the expectations of market. It is required for meeting with the competition in market by having variety for products in it. Improvement in technology has given boom to interaction level of the customers as well as system engineer to make the use of their skills in an effective manner. In addition to this, the technological empowerment of the people in the system has become a vital part of having configuration of personalized products, which are preferred by the customers at colossal level. CRM makes the organization to develop its products as per the personal choice of the customers, which can be understood with the development in communication. Social media has provided organization with effective use of marketing practices so that it could attract the customers at great level.
As per the article (Kale, 2014), said that customer relationship management helps in improving relationship with the customers by having proper communication with each other. it gives it more emphasis on training and developing the staff with effective communication with them. This is required for influencing them and attracting them at a high level as this avail the customers with high value with reduction in defect among the products. This helps in reducing the wastage of the resources by retaining large number of people in the organization. It gains competitive advantage for having great returns with the investment made for attaining large number of customers. Long term relationship made by the employees in the organization earned loyalty from the customers. This is required for having everlasting impact on the customers so that it could attain their contribution in the organization. The influence over the customers with optimal CRM software can be easily made with the effective communication made with the people. It is essential for having great number of people in it. Prioritizing the customer in the Kokonut Grove has been the critical aspect for it as the satisfying different segmentsare not possible in the organization.
Usage of CRM
In the research ofSoltani and Navimipour (2016), it is identified that CRM system contributes various benefits to business with its usage and features. Likewise, the CRM system essentially provides the central place where manager can store the customer facts or data and track the customer interactions. The recording of customer information allows the business to share the information with them with respect to any product or service. This practice helps to build a strong relationship with the customer along with support the business to grow in rapid manner. In favorof this study, Law et al. (2013) stated that CRM practice is majorly usage in order to improve the relationship with customers. However, customer relationship management system assists the manager to maintain their interaction in regular manner. It is done by sending them the new product launch updates and defines the discounts offer for them. These areas set a positive perception of customer, and it results in the achievement of loyalty of individuals towards a longer period of time.
In addition to this study, Santouridis and Veraki (2017) found that CRM system is majorly usage for monitoring the hardware. It means that CRM software consists of hardware monitoring feature which can assist with various activities including checking the status and availability of hot spots, router, and other network equipment. It can save time in managing hardware and its support towards deal with customer directly without wasting time. The CRM system also proves to be useful for integrating with external applications. It means that with CRM, the document can exchange with existing ERP and this helps the CRM to collect accurate information about the customers. Thus, this CRM system also helps to record the survey response, which proves to be useful at the time of development of any product and bring changes in business operations.
However, Khodakarami and Chan (2014) illustrated that the CRM system also used by the business in term to reduction of cost of employees. It is found that staff members demand for the training and development program in every short span of time for handling every new task. So, in such case, CRM system helps the management to record the employees’ strengths and weakness within the employee database. This allows the managers to allocate the task to staff as per their expertise. This reduces the demand fora training session, and it allows to control the expenses to large extent.
In a similar manner, Choudhury and Harrigan (2014) analyzed that CRM software help to effectively collect facts about partners and product support. It helps to better manage the customer experience as software organize the data in the form of questions like when, why, where and how, etc. At the same time, the software also tracks the customer dissatisfaction and the reason for such issues. It allows the business to take the necessary decision in proper manner. The CRM system also performs the activities of track billing or invoicing status of each customer. This allows keeping update with the financial information and able to review the things like frequency and timeliness of payments.
Moreover, the CRM system also proves to be useful in term to avail the opportunities to business as this system keep track on different segment customers or market then it supports the firm to make realize the need analysis of consumers. This way, firm position their product in the mind of customers and achieve their satisfaction in maximum way. Thus, it can be stated that CRM software also acts as a marketing agent for the business. The usage of system is not limited towards just track the customer data but it evolves too large manner as now CRM also helps to determine the quality leads in product through analyzing the production process, distribution network and customer response. The combination of such activities assists the firm to analyze the leads of product deliveries and allows the business to take their step accordingly.
In contrary to this study, Whittle et al. (2013) defined that CRM system assists with making maintenances of strong relationship with their loyal customers through share the information about the offers. This is done through mobile handset within which customer receives all responses and reaction of customer towards the business messages. This helps the business to gain an understanding of the customer taste and preferences. Thus, such practice guides the business towards how to make customized product offering for customer so that they can get maximum positive reviews from individuals. Furthermore, the business process automation tends to be another activity which CRM software performs. Likewise, the system assists the business in respect to define their different business operation performances. The recording of data helps the manager to figure out which practice will prove to be effective for their business in the future and what needs to be ignored. Based on this, manager can take their investment or retrenchment decision.
According toAurisicchio et al. (2013), it is identified that CRM system useful for business to analyze the marketing efforts of business and present in the form of report. However, the data in CRM system is helpful when aggregated and displayed in reports that answer specific marketing questions. For example, if marketers want to see which ads get maximum clicks and conversation rates then the CRM system present the marketing reports with the sequences of sites in which company product is maximum addressed or seen. This way business estimates the taste and preferences of different customer demographics. At the same time, the CRM system also records the response of customer feedback on brand service. They access such information from the social-site pages where majorly customer presents their viewpoint. The CRM present such facts in the figure or table form with the use of statistical tool. It assists the manager to analyze the data and perform the brainstorming. This helps them to make best or feasible decision.
Thus, it can be stated that CRM system is majorly usage for collecting, analyzing and monitoring of facts. This helps them to make decision respect to sale increment and product improvement and enhance the service quality etc. So, CRM software is useful for business entities in many ways.
Impact of CRM on business
In the views of Hassan et al. (2015), CRM system has majorly positive impact on the business operation in the form of assisting the manager towards bringing improvement. However, the system engineering software role is crucial behind the successful working of CRM system. This is because if system engineering tool does not support the CRM to collect the facts properly then it won’t be possible for CRM system to help business in the formof catering the needs of every stakeholder properly. Thus, it can be stated that system engineering software supports the proper CRM implementation, which in-turn influences positively for business entities.
In support of this study, Rahimi and Kozak (2017) stated that system engineering software performs proper scheduling of information due to which CRM support the firm towards supplying timely facts to different stakeholder. This help stakeholder like suppliers to timely delivery of product to business and its result in serving quality offering to customers. Such area helps to gain maximum revenue generation via increasing sale of product. Furthermore, Bhakane (2015) figure out that system engineering software includes a better understanding of the client needs and wants, so it allows the program manager to manage change and configuration effectively through project lifecycle. This supports the CRM in terms to cater every need of individual whether it is related to provide the data and analyze the performances or monitor the sale revenue etc. Thus, this way the system engineering software supports the business in terms to take best decision with the implementation of CRM.
However, Badwan et al. (2017) depicted that system engineering software also assist the CRM in term to analyze the stakeholder needs in the form of offering data to them in timely manner. Likewise, the suppliers want to know about the stock or order placement in warehouse then system engineer analyses the requirement through analyze the previous recording of stock and support CRM software to present the details about the availability of stock in the warehouse. This exercise helps the business to not face the challenges of over or under stocking and its result in fulfilling of needs of customer on regular way without failing in it. Besides that, the system engineer also assists the business to evaluate the performances of employees through collect the result of individual task and based on statistical tool it documented and presented to manager. This allows manager to figure out what is the improvement area that needs to consider. Through this manner, the system engineer supports CRM to cater the needs of stakeholders in an efficient way.
Furthermore, Long et al. (2013), found that the system engineering software major act as a tool for bringing communication among the entire organization whether it is top manager, middle or lower level, staff. They all are connected with the CRM system which consists of a centralized location where all information is kept so every individual can access it at any time or place. This assists the management to bring transformation among the business on the ease with the changing business environment. Likewise, currently majority of business moves towards the online sites and e-commerce’s platform to procuring large audiences as now people are more engaging on online transaction and trading. It becomes better for business to access them by targeting their potential customers. The role of system engineer is vital in respect to bringing changes as it assists the firm in respect to knowing which process is proven beneficial for business or whether firm is efficient enough to invest in website development. These question responses guide the manager to take wise decision.
The system engineer software also supports CRM in term to integrate with external factors, and this helps them to gain information from different sources. This helps the business to perform its next step accordingly. For example, system engineer through collect the facts about the external factor like availability of raw material-related information then accordingly they able to make the decision whether they need to contact the suppliers for material or stock them if in case customer demand get increased. Thus, this way, the integration of system helps the manager to perform the activities in right manner and reduces the chances of failure in front of customers. But at the same time, Saeed et al. (2013) identified that the installation of system engineer software includes huge investment so, SMEs find it challenging to install. Thus, this limited them to procure the significances of system engineer software in term to utilize the CRM in an efficient manner. Other than that, the technical aspects also create an issue for organisation in respect to hire those staff who has expertise in dealing with system engineer software. Therefore, it can be stated that the implementation of CRM definitely influences the business in multiple manners.
Study of Relationship between Management and customer in hotel sector at the UK
From the finding of Bustinza et al. (2015), it is discussed that there is direct relationship exist between management and customer in the sector of hotel sector as customer develop their perception based on the services of hotel. Thus, it is important for manager to install the CRM system in order to cater each need of customer on longer duration. However, system engineer role is quite effective in terms of build CRM for making healthy relationship between management and customer. This becomes possible with the timely delivery of information to different stakeholders, and it supports them to perform their respective task with efficiency. Moreover, the CRM system also supports to make strong communication network of management with customer. It is done through keeping the individual update about the firm new product and service and discount offers which result in the achievement of positive customer perception.
This system usually helps in hotel sector in respect to define what the customer expectations towards the restaurant are. So, with the incorporation of CRM, organisation brings incorporation of customer wants in their services and tries to make them satisfied. At the same time, the CRM also contribute towards the receiving of customer feedbacktowards service and this assist the management in bringing changes accordingly, and this step can allow the business to achieve the maximum customer satisfaction.
In accordance’s of Whittle et al. (2013), it is stated that the CRM system also proves to be effective in term to track the customer taste and preferences and their expectations towards the businesses. Likewise, there are various North or South Indian in UK has a wants of south Indian cuisine in UK. So this information is tapped by Koconut Grove, and they open the south Indian restaurant with Indian species in UK which is largely accepted by the Indian residents or non-Indians people. They feel highly satisfied with the restaurant environment and service quality. Thus, it can be depicted that CRM plays an efficient role in term to support the business in term to gain maximum customer attention and positive perception.
In favorof this study, CRM equally contributes to achievement staff satisfaction through timely supplies of information to them. The maintenances of proper communication with staff also making them feel recognized. The timely conduct of training and reward to individuals also helps the business to get satisfaction from their side. Thus, the satisfied employee always contributes productive result to organisation. This study clearly demonstrated the influences of CRM over the maintenances of relationship between management and customer for longer duration.
From the above chart, it demonstrates the number of individuals who have partaken in the review and given their reactions. This portrays 60% of individuals who have taken support in the review for investigating the Significance of CRM in Performance Management in the UK Hospitality Industry. Furthermore, 40% of individuals are females who enthusiastically take part in the overview and give their reaction effectively in the exploration. The two of them offer their dynamic support in giving their responses and make the investigation to be practiced.
|· Below 20||30%|
|· Above 50||10%|
The above introduction of chart explains the distinctive age bunch that has been chosen for giving the reaction to the inquiry. From the absolute populace, 30% of the individuals are underneath the age of 20 who have given their suppositions. 40% of the individuals are between the age of 20-25, and 20% of individuals are between the ages of 25-50. The rest 10% of individuals are over 50 who have taken an interest in the overview and given their reactions.
- Do you than that CRM help in attaining a large number of customers in the organization?
The above examinations give a depiction of the impact of customer relationship management on the development of the business. 80% of individuals state that CRM helps in attaining a large number of customers in the organization. While 20% are against the use of customer relationship management. They state CRM helps in attaining a large number of customers in the organization. Thus it tends to be said that CRM strategy makes the UK hospitality business to develop at large scale.
- Do you agree that customer relationship management is convenient for producing new products and services in the market?
The above diagram gives the delineation of reactions that have been gathered in regard to distinguishing that Customer relationship management methodology is helpful for delivering new items and administrations in the market. 65% individuals state that CRM system is advantageous for creating new items and administrations in the market while 35% says that it isn’t good to be utilized in the association for the generation of new items and products.
- In your opinion, do you find that customer relationship management has given a boom to the business and its scale for growth?
From the above chart, it is assessed that 75% says that customer relationship management has given a blast to the business, and it scales for development as this is required in the business. While 25% says that customers relationship management does not bolster that business or its scale for the development and improvement which is required by the business. This is required for the improvement in the business and growing at a large scale.
- Do you agree that the adoption of customers’ relationship management makes the business to grab the position in the market?
The above-indicated diagram discovers the reactions in regards to the customers’ relationship management makes the business to grab the position in the market. 40% of individuals state that the adoption of customers’ relationship management makes the business to grab the position in the market. Then again, 60% of individuals state that the association does not attain any growth with the adoption of CRM strategy and does not make it attain the stake in the market.
- What are the main reasons for adopting the customers’ relations management in the business?
|· Stake in the market||15%|
|· Building relations with the customers||30%|
|· Earning a competitive advantage||15%|
|· Grabbing the opportunities||40%|
The above chart has exhibited different reasons that do the business to customer relations management in the UK hospitality industry. 15% of individuals state that the fundamental explanation behind utilizing the customer relationship management is to catch the market while 30% individuals state that building effective relations with the customers is the motive behind using the CRM. 15% of individuals consider the upper hand as the reason while 40% says that grabbing the opportunity in the market is the purpose behind utilizing CRM in the business.
- Does customers relation management in the UK hospitality industry help in attaining opportunity and have relations with the customers?
The above chart obviously delineates that customer’s relation management in the UK hospitality industry helps in attaining opportunity and has relations with the customers. 70% of individuals state that CRM makes the UK hospitality industry helps in attaining opportunity and have relations with the customers, while 30% are against the announcement. They have a supposition that it doesn’t bolster the development and creating stake in the business and attaining relations with the customers.
- Do you suppose that adoption of Customer relations management strategy helps the business make it meet with the competition in the market?
From the above diagram, it very well may be presumed that CRM embraced in the business make it meet with the challenge in the market. This has been demonstrated with the reaction that has been made by the individuals as 70% of individuals say that CRM encourages the business make to meet with the challenge in the market. The staying 30% of an individual’s state that CRM embraced in the business does not make it meet with the challenge in the market.
- In your opinion, does building up relations with the customers provoke the customers to buy products and services?
The above chart exhibits those reactions that have been made for having their feeling in regards tobuilding up relations with the customers provoke the customers to buy products and services. 75% of individuals state that customers get influenced with the use of CRM strategy in the business. While 25% says that CRM does not collaborate in provoking the customers. Consequently, it very well may be said that customers get attracted by the adoption of CRM in the organization.
- Does the system engineering tool have great impact on the customer relationship management in Kokonut Grove?
The above graph demonstrates that 70% of the people says that the system engineering tool have great impact on the customer relationship management in Kokonut Grove. This will help in meeting with the needs of the people so that customer could be retained in the restaurant. Other than this, 30% of people says that the system engineering tool does not have any impact on the customer relationship management in Kokonut Grove.
- Do you think, communication can help in attracting large number of customers in Kokonut Grove?
The graph depicts the role of communication and its importance on the basis of opinion of the people. 80% of people have considered that communication can help in attracting large number of customers in Kokonut Grove. While, 20% do not consider communication as its major aspect in the organisation as people says that communication cannot help in attracting large number of customers in Kokonut Grove.
- Does the system engineering software is costly for the organization for managing CRM?
From the above graph, it has been evaluated that 40% of people says that system engineering software is costly for the organization for managing CRM. Software for managing the customer relations in the organization is costly and effective in organization. On the other hand, 60% of people stated that system engineering software is not costly for the organization for managing CRM but it is highly beneficial.
Various reasons for using CRM in the organization has been clearly stated in the analysis, which states that grabbing the opportunity has been the basis reason for opting CRM.
The response that has been collected from the people in the research clearly defines the role and impact of system engineering approach used for implementing the customer relationship management in the organization. This helps the engineers to have their project for processing of their data so that it could make it for the customers. This also makes the usage of technology which will help in developing the communication and interaction with the customers for the identification of their needs and wants. The development of social media has improved the communication channels for the hoteliers who enable in having direct feedback from the customers through different modes. Under the survey, both males and females have given their emphasis so that they could actively draw attention for competition of survey. It demonstrates the number of individuals who have partaken in the review and given their reactions. This portrays 60% of individuals who have taken support in the review for investigating the Significance of CRM in Performance Management in the UK Hospitality Industry. Furthermore, 40% of individuals are females who enthusiastically take part in the overview and give their reaction effectively in the exploration. The two of them offer their dynamic support in giving their responses and make the investigation to be practiced.
Customer relationship management has been used to identify the needs of the customers so that they could be provided with satisfaction. This made the survey to take place under which, 30% of the individuals are underneath the age of 20 who have given their suppositions. 40% of the individuals are between the age of 20-25, and 20% of individuals are between the ages of 25-50. The rest 10% of individuals are over 50 who have taken an interest in the overview and given their reactions. Every individual was keen to participate in the survey as they think CRM needs to be managed and opted in the organization in an effective manner for the delivery of work to the customers. As per the analysis, it is estimated that customers get attracted in the organization with the usage of the system engineering approach in the organization. It is required for grabbing a position in the market and earning high profits in the organization. CRM also makes the Kokonut Grove identify the requirement of the customers so that production of products could be made accordingly.
As analyses most of people agree with this that CRM helps in managing the relations with the customers and satisfying them at a high level. It also enables the organization have improvement in existing products as well. 65% individuals state that CRM system is advantageous for creating new items and administrations in the market while 35% says that it isn’t good to be utilized in the association for the generation of new items and products. The propensity of the growth in an organization can be ascertained with the system engineer approach used by the organization. It identifies and schedules the trends of the market so that it could develop the products and services accordingly. It would help in satisfying the customers with the attainment of large number of customers in it. Customers could be attained by meeting with the needs with the usage of new technologies for improving the communication level with the people. It has been clearly stated CRM, and system engineering approach helps the hotelier to have required growth for having stake in the market.
Communication has a great impact on the productivity and sales of the organization as this identifies the needs of the customer by creating a network all over the world. Its organization, both the formal and informal communication, takes place due to different types of people work in it. The study emphasizes that communication helps the organization to influence the customers and stakeholder in an effective manner. 80% of people have considered that communication can help in attracting large number of customers in Kokonut Grove. While 20% do not consider communication as its major aspect in the organization as people say that communication cannot help in attracting large number of customers in Kokonut Grove. Moreover, the relationship that has been carried by the people in organization make the customers provoked for having large number of products and services sale. It is required for sustaining in the market and sustaining a high level with optimal usage of resources. This also ensures that it would attract a large number of customers in UK with the development and production of personalized products as per the choice of customers.
It has also been analysed that CRM helps the hotel industry to have a great influence over the customers. The influence over the customers with the CRM strategy with system engineering makes them satisfy and make them approach the hotels and restaurant for their future services as well with the development of required tools in it. This enhances the brand value of the company and makes them grab the positioning in the market. The competition could also be made to be with effective goodwill and a great number of customers associated with it. Most of the people say that CRM helps in having great influence over the people and meets with the competition in the market. This makes the organization to have growth and success, which is main objective of the organization.
Abu Amuna, Y.M., Al Shobaki, M.J., Abu-Naser, S.S. and Badwan, J.J., 2017.Understanding Critical Variables for Customer Relationship Management in Higher Education Institution from Employees Perspective.
Aurisicchio, M., Bracewell, R. and Armstrong, G., 2013. The function analysis diagram: Intended benefits and coexistence with other functional models. AI EDAM, 27(3), pp.249-257.
Badwan, J.J., Al Shobaki, M.J., Naser, S.S.A. and Amuna, Y.M.A., 2017. Adopting technology for customer relationship management in higher educational institutions. International Journal of Engineering and Information Systems (IJEAIS), 1(1), pp.20-28.
Bernard, H.R., 2017. Research methods in anthropology: Qualitative and quantitative approaches. Rowman& Littlefield.
Bhakane, B., 2015. Effect of customer relationship management on customer satisfaction and loyalty. International Journal of Management (IJM) Volume, 6, pp.01-07.
Bhat, S.A. and Darzi, M.A., 2016. Customer relationship management: An approach to competitive advantage in the banking sector by exploring the mediational role of loyalty. International Journal of Bank Marketing, 34(3), pp.388-410.
Bibiano, L.H., Marco-Simó, J.M. and Pastor, J.A., 2014, June.An initial approach for Improving CRM systems implementation projects.In 2014 9th Iberian Conference on Information Systems and Technologies (CISTI) (pp. 1-6).IEEE.
Brannen, J., 2017. Mixing methods: Qualitative and quantitative research.Routledge.
Brockman, B.K., Park, J.E. and Morgan, R.M., 2017. The Role of Buyer Trust in outsourced CRM: Its influence on organizational learning and performance. Journal of Business-to-Business Marketing, 24(3), pp.201-219.
Bustinza, O.F., Bigdeli, A.Z., Baines, T. and Elliot, C., 2015.Servitization and competitive advantage: the importance of organizational structure and value chain position. Research-Technology Management, 58(5), pp.53-60.
Choudhury, M.M. and Harrigan, P., 2014. CRM to social CRM: the integration of new technologies into customer relationship management. Journal of Strategic Marketing, 22(2), pp.149-176.
González-Rojas, O. and Ochoa-Venegas, L., 2017.A decision model and system for planning and adapting the configuration of enterprise information systems. Computers in Industry, 92, pp.161-177.
Gummesson, E., 2017. From relationship marketing to total relationship marketing and beyond. Journal of Services Marketing, 31(1), pp.16-19.
Hassan, R.S., Nawaz, A., Lashari, M.N. and Zafar, F., 2015.Effect of customer relationship management on customer satisfaction. Procedia economics and finance, 23, pp.563-567.
Hatfield, R.C., Hoang, K., Ricci, M.A. and Thomas, E., 2019. Auditors’ Customer Relationship Management and Managers’ Cooperation with Auditor Evidence Requests.
Jackson, S., 2016. Systems engineering for commercial aircraft: a domain-specific adaptation. UK: Routledge.
Kale, V., 2014. Implementing SAP CRM: The guide for business and technology managers.Auerbach Publications.
Kangu, M., Kenneth, L.W., George, K. and Robert, A., 2017. TECHNOLOGY INFRASTRUCTURE: A CUSTOMER RELATIONSHIP MANAGEMENT DIMENSION IN MAINTAINING CUSTOMER LOYALTY. International Journal of Economics, Commerce and Management, (5).
Kerzner, H., 2017. Project management: a systems approach to planning, scheduling, and controlling. USA: John Wiley & Sons.
Khodakarami, F. and Chan, Y.E., 2014.Exploring the role of customer relationship management (CRM) systems in customer knowledge creation. Information & Management, 51(1), pp.27-42.
Law, A.K., Ennew, C.T. and Mitussis, D., 2013. Adoption of customer relationship management in the service sector and its impact on performance. Journal of Relationship Marketing, 12(4), pp.301-330.
Legner, C., Eymann, T., Hess, T., Matt, C., Böhmann, T., Drews, P., Mädche, A., Urbach, N. and Ahlemann, F., 2017. Digitalization: opportunity and challenge for the business and information systems engineering community. Business & information systems engineering, 59(4), pp.301-308.
Lipiäinen, H.S.M., 2015. CRM in the digital age: implementation of CRM in three contemporary B2B firms. Journal of Systems and Information Technology, 17(1), pp.2-19.
Long, C.S., Khalafinezhad, R., Ismail, W.K.W. and Rasid, S.Z.A., 2013.Impact of CRM factors on customer satisfaction and loyalty. Asian Social Science, 9(10), p.247.
McCusker, K. and Gunaydin, S., 2015. Research using qualitative, quantitative or mixed methods and choice based on the research. Perfusion, 30(7), pp.537-542.
Migilinskas, D., Popov, V., Juocevicius, V. and Ustinovichius, L., 2013.The benefits, obstacles and problems of practical BIM implementation. Procedia Engineering, 57, pp.767-774.
Mojibi, T. and Hosseinzadeh, S., 2016.Strategies of Knowledge and Customer Relationship Management. Journal of Industrial Strategic Management, 1(3), pp.21-28.
Muric, T., 2017.CRM AWARENESS AMONG MANAGERS AND EMPLOYEES IN FEDERATION OF BOSNIA AND HERZEGOVINA. Inquiry, 2(2).
Navimipour, N.J. and Soltani, Z., 2016.The impact of cost, technology acceptance and employees’ satisfaction on the effectiveness of the electronic customer relationship management systems. Computers in Human Behavior, 55, pp.1052-1066.
Noe, R.A., Hollenbeck, J.R., Gerhart, B. and Wright, P.M., 2017. Human resource management: Gaining a competitive advantage. New York, NY: McGraw-Hill Education.
Nyadzayo, M.W. and Khajehzadeh, S., 2016. The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image. Journal of Retailing and Consumer Services, 30, pp.262-270.
Rahimi, R. and Gunlu, E., 2016. Implementing customer relationship management (CRM) in the hotel industry from organizational culture perspective: case of a chain hotel in the UK. International Journal of Contemporary Hospitality Management, 28(1), pp.89-112.
Rahimi, R. and Kozak, M., 2017. Impact of customer relationship management on customer satisfaction: The case of a budget hotel chain. Journal of Travel & Tourism Marketing, 34(1), pp.40-51.
Saeed, R., Lodhi, R.N., Nazir, S., Safdar, M., Mahmood, Z. and Ahmad, M., 2013. Impact of customer relationship management on customer satisfaction. World Applied Sciences Journal, 26(12), pp.1653-1656.
Santouridis, I. and Veraki, A., 2017. Customer relationship management and customer satisfaction: the mediating role of relationship quality. Total Quality Management & Business Excellence, 28(9-10), pp.1122-1133.
Sarmaniotis, C., Assimakopoulos, C. and Papaioannou, E., 2013. Successful implementation of CRM in luxury hotels: determinants and measurements. EuroMed Journal of Business, 8(2), pp.134-153.
Šebjan, U., Bobek, S. and Tominc, P., 2014. Organizational factors influencing effective use of CRM solutions. Procedia Technology, 16, pp.459-470.
Soltani, Z. and Navimipour, N.J., 2016. Customer relationship management mechanisms: A systematic review of the state of the art literature and recommendations for future research. Computers in Human Behavior, 61, pp.667-688.
Tabandeh, M. and Bastan, M., 2014.Customers classification according to the grey-based decision-making approach and its application to bank queue systems. Asian Journal of Research in Banking and Finance, 4(7), pp.349-372.
Vasconcelos, A., Sousa, P. and Tribolet, J., 2007. Information system architecture metrics: an enterprise engineering evaluation approach. The Electronic Journal Information Systems Evaluation, 10(1), pp.91-122.
Wang, Z. and Kim, H.G., 2017. Can social media marketing improve customer relationship capabilities and firm performance? Dynamic capability perspective. Journal of Interactive Marketing, 39, pp.15-26.
Whittle, J., Hutchinson, J. and Rouncefield, M., 2013. The state of practice in model-driven engineering. IEEE software, 31(3), pp.79-85.
Wirtz, J., 2018. Managing Customer Relationships and Building Loyalty. WS Professional.
Academic Research Writing Arm of Global Research Services.