An Empirical Analysis And Study On Customer Relation Management In High-end Catering Chain Businesses

With the rapid growth of the catering service industry and the emergence of foreign and super High-end Catering chain Business. Competition among catering service business is getting increasingly intense, all of which comes down to competition for customers. Customer satisfaction and customer loyalty has, therefore, become of great significance in making a success in the fierce market. In China, there are many issues worthy of further research and study concerning customer relation management for High-end Catering chain Businesses, for example, customer value assessment, effective customer solicitude, and customer life span management, and how these theories can be applied in the catering service business.This paper has, from the perspective of business practice and at the level of business application, explored systematically customer relation management, in particular, its core management issues such as customer information management, customer credit management, customer value assessment, customer life span management, customer information confidentiality and integration of different business domains in CRM and ERP. Starting with a systematic introduction to customer relation management, the paper does a comprehensive study on its application and a detailed analysis on customer life span management and customer value assessment, focusing on customer value index, value model and index criterion and quantification of customer value assessment. Based on a conventional customer life span analysis, research has been conducted to ameliorate application of the customer life span instrument in the catering business. The empirical part of the study in the paper involves a case study of an operational system that strives to improve quality of its service by establishing, gathering and analyzing customer information, and improving customer service, which ultimately leads to a win-win situation in which creation of added value for customers and an increase in business profit are simultaneously realized. The case analysis in the paper on application of customer relation management and its integration with other ERP business systems in the catering business can be of valuable reference to the implementation and application of customer relation management systems in High-end Catering chain Businesses.The study in this paper is of great practical value, especially to top catering service businesses in their implementation of customer relation management systems.