An exploratory study on the Web-based Customer Relationship Management in the Fast-food Industry in Malaysia

In Malaysia, most of the fast-food operators are still operating in isolated mode without proper integration of the front end-end interface and the back-end supports of their websites. This is caused by the lack of adoption on the total features of Web-based or Electronic Customer Relationship Management (E-CRM). This paper will explore perceptions of consumers on the benefits of the web-based CRM features that allow fast-food chain to enhance their customer relationship and service. Self-administered questionnaires were used to collect opinions from customers of the fast-food operators. Based on the opinions collected from the customers, suggestions have been recommended to the fast-food operators in implementing their web-based CRM. Finally, the limitations and future directions of the study were been highlighted.