The paper “ Identifying the Manner in Which CRM and Marketing Activities Have an Impact on Consumer Buying Behaviour for Fast Food Industry in Hong Kong“ is an excellent variant on a dissertation on marketing. The research which uses both primary and secondary sources to find out the manner in which consumer buying behaviour gets impacted due to the presence of different CRM and marketing activities for the fast-food industry in Hong Kong has been identified. The research proposes to use the questionnaire as a mechanism to identify the manner in which people get impacted due to CRM and marketing activities highlights important areas.
The findings have been backed by secondary research which looks to set the platform and determines the manner in which the demand is continuously changing and needs to be analyzed so that strategies for the future based on it are identified. It is quite evident that the determinants which have an influence of CRM and consumer purchase behaviour are quite the same. The research which uses a thematic analysis helps to bring forward the different dimensions and measures which have influenced consumer buying habits.
It has been identified that brand awareness, perceived trust and 24*7 CRM process along with marketing activities that are aimed towards different promotions and offers have an influence on the buying habits of customers. The use of different sources of communication through technology has helped the fast-food industry as it has provided a tool of communication. This has eased the manner in which different activities are carried out and has multiplied the overall effectiveness and efficiency in carrying out the different activities. The fast-food industry on the forefront has to develop strategies which will look to protect the different information and data of consumers.
Since technology is used it increases the risk of information being used by other people in the industry. It is imperative that an appropriate measure that looks towards protecting the interest of the people is taken. This can be achieved to a large degree by having firewalls, passwords and digital signatures which reduce the degree of risk and provide an opportunity through which information will be protected. In addition to it, the fast-food industry also has to look towards developing ways which will be aimed towards reducing the time between communication and have to ensure that the different issues which the consumer is facing is solved instantly.
This will help to improve relations and will foster an environment through which the overall mechanism of working will improve. The fast-food industry has to further aim towards ensuring that the process looks at developing marketing activities which will be aimed towards meeting the different needs of customers. Having proper strategies like promotions and offers which influences customers needs to be looked at.
This will have an influence on the manner in which customer influences different buying habits and will have a role in shaping the manner people look to purchase different products and services. The business has to further look towards ensuring that they look to develop ways that will be aimed towards increased trust and perceived benefit for the consumers. The strategy has to be such that it looks towards working on the different fundamentals and strengthening the process so that the different needs and requirements of the customers can be easily satisfied.
Adebanjo, D. (2001). Understanding customer satisfaction a Hong Kong food industry case study‟ British Food Journal, 103 (1), 36-45.
Ahmed, R. and Buttle, F. (2002). Customer Retention Management: A Reflection of theory and practice‟ Marketing intelligence and planning. 20 (3), 149-161.
Ahuja, M. et al (2003).An Empirical Investigation of Online Consumer Purchasing Behaviour‟ Communications of the ACM. 46 (12), 145–151.
Burney, S.M.A. (2008). Inductive & Deductive: Research Approach‟. [Online]. Available at: http://www.drburney.net/INDUCTIVE%20&%20DEDUCTIVE%20RESEARCH%20APPROACH%2006032008.pdf
Baran, R.J. et al, (2007) Principles of Customer Relationship Management USA: Cengage Learning.
Biyalogorsky, E. et al (2001. Customer Referral Management: Optimal Reward Programs‟ Journal of Marketing Science, 20 (1), 82-95.
Boone, L.E. et al (2006) Contemporary Marketing Thomson South-western Publishing Company.
Bose, R. (2002) Customer Relationship Management: Key components for IT success‟ Industrial Management & Data System. 102 (2),89-97.
Braun, V., and Clarke, V. (2006) Using thematic analysis in psychology‟ Qualitative Research in Psychology, 3, 77–81.
Brink, D.D. et al (2006) The effect of strategic and tactical cause-related marketing on consumers'‟ brand loyalty‟ Journal of Consumer Marketing, 23 (1),15–25.
Brinkmann, J. (2004, May) Looking at Consumer Behaviour in a Moral Perspective‟ Journal of Business Ethics, 51 (2),129-141.
Buttle, F. (2008) Customer Relationship Management 2nd Edition New York: Butterworth-Heinemann.
Camelo, C. Et al (2004) Human resources management in Spain: is it possible to speak of a typical model? International Journal of Human Resource Management, 15 (6), 935-958.
Chen, I.J. and Popovich, K. (2003) Understanding Customer Relationship Management (CRM) People, Process and Technology‟ Business Process Management Journal, 9 (5), 672-688
Clark, R.A. and Goldsmith, R.E. (2006) Interpersonal influence and consumer innovativeness‟ International Journal of Consumer Studies, 30 (1), 189-197
Cooper, D.R., And Schindler, P.S. (2006) Business Research Method 9th Edition Boston: McGraw-Hill Irwin.
Creswell, J.W. (2003). Research Design: Qualitative, Quantitative and Mixed Methods Approaches 2nd Edition London: Sage.
Crowther, D. & Lancaster, G. (2009) Research Methods: A Concise Introduction to Research in Management and Business Consultancy 2nd Edition Oxford
Butterworth-Heinemann. Cullen, F. and Kingston, H. (2009). Analysis of Rural and Urban Consumer Behaviour Toward New Food Products Using a Food-Related Lifestyle Instrument‟ Journal of Foodservice Business Research, 12 (1), 18-41.
Butterworth-Heinemann Du, L. Et al (2008). Mechanisms of power and action for cause-related marketing Perspectives of enterprise and non-profit organizations‟ Baltic Journal of Management, 3 (1), 92-104.
Dubois, B., and Duquesne, P. (1993) The Market for Luxury Goods: Income versus Culture‟ European Journal of Marketing, 27 (1), 35-44.
Easterby-Smith, M. et al (2006) Management Research: An introduction 2nd Edition Sage Publications.
Egan, J. (2000). Drivers to Relational Strategies of Retailing‟ International Journal of Retail & Distribution Management, 28 (8), 379-386.
Espejel, J. et al. (2007). The role of intrinsic and extrinsic quality attributes on consumer behavior for traditional food Products‟ Managing Service Quality, 17 (6), 681-701.
Ewing, M.T. (2000) Brand, and Retailer Loyalty: Past Behaviour and Future Intentions‟ Journal of Product & Management, 9 (2), 120-127.