Customer Relationship Management for Good Feedback Getting from Restaurant E-Commerce and Social Media

Abstract

        The development of information technology in the restaurant business has enabled the expansion of service to customers in various areas because they can order food and beverages or make reservations anywhere anytime. New media enable restaurants to use more effective service marketing strategies via modern digital distribution channels (e-commerce and social media), which has become a driving force for many restaurants to identify and solve problems to meet customer needs, and to gather and manage useful data, information and knowledge. There are benefits from data searching that address customer needs when they want to order food and beverages for delivery or want to easily make a reservation for their favorite restaurant. Restaurant service providers can exchange and analyze large amounts of information through e-commerce transactions for building customer relations and delivering goods and services to customers as a direct response to customer experience and needs. Users as customers are willing to provide feedback for restaurants through e-commerce that is of benefit for reducing costs of raw materials and other costs for restaurant service providers under the Lean Thinking concept. This article is of particular benefit for restaurant service providers so that they can use data, information and knowledge from customers for Customer Relationship Management through e-commerce effectively.