외식산업의 고객 관계마케팅 전략방안에 관한 연구

• 영문명: A Study on the Strategic Plan of Customer Relationship Management in the Foodservice Industry
• 발행기관: 한국외식경영학회
• 저자명: 김형준(Hyung joon Kim) 곽성호(Sung ho Kwak)
• 간행물 정보: 『외식경영연구』3권 2호, 65~85쪽, 전체 20쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2000.12.31

영문 초록

Economic growth and industrial development have come to bring about a shift in thinking about service. Along with this shift in paradigm about service, scholarly research on it is on the increase. The foodservice industry supplying customers with products with complexity and variability is required to introduce the relationship marketing that attaches importance to the relationship between employee and customer. Relationship marketing not only provides firms with long-term profits but customers with more satisfactory personalized services. Therefore, this study attempted to present the need for employees and owners to shift to customer-oriented thinking, the practical use of database marketing and the introduction of the CRM(Customer Relationship Management) system, as the strategic plan to implement the relationship marketing with customers in the foodservice industry. It is thought that this strategic plan provides employee with an opportunity to approach customers in person and the customers with an opportunity to net their needs and wants at a proper time.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 사례 분석

Ⅳ. 외식산업 고객 관계 마케팅 전략방안

Ⅴ. 결론

참고문헌

Abstract