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Questionnaire for Managers

1. Demographic Profile
Name of the Restaurant :
Business group belonging to :
Number of chains :
Year of establishment :
Any other business holding :

2. Are you aware about the concept of Customer Relationship Management (CRM)?
Yes No

3. Does your Restaurant follow the CRM approach?


Yes No

4. Please rate the following statements on this scale from 1-5 to show your opinion
towards the significance of CRM approach?
S. Statement Strongly Agree Neutral Disagree Strongly
No. Agree Disagree
1. It benefits customer
selectivity approach
2. It expands the customer
base
3. It reduces the rate of
customer defection
4. It increases the
longevity of customer
relationship
5. It offers better value to
customer’s money by
constantly improving
the quality of services
offered to them
6. It helps in increasing the
number of profitable
customers
7. It enhances the potential
worth of individual
customers in terms of
their lifetime value to
company
8. It helps in easy
introduction of new
product services

5. How does the restaurant do customer need assessment for having better
customer relations?
a. Personnel Counseling
b. Survey of existing customers

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c. Survey of potential customers
d. Survey of competitor’s customers
e. Study of existing customer database
f. Any other (Specify)

6. After carrying out customer need assessment, up to what extent the following
activities have been implemented for acquiring the customers?
S. Statement Great Some Neutral Less Least
No. Extent Extent Extent Extent
1. Addition of value with
product or service
2. Maintain Contact and
involvement
3. Maintain intimacy
4. Providing special facilities/
Services
5. Information Sharing

7. Up to what extent the following activities have been undertaken for customer
development through personalization and customization?
S. Statement Great Some Neutral Less Least
No. Extent Extent Extent Extent
1. One to One Relationship
Marketing
2. Commitment towards
providing better services to
customers
3. Give personal recognition to
customers
4. Give rewards to customers
5. Reciprocation
6. Transparency about
company’s policies and
procedures

8. Please rate the following statements on this scale from 1-5 to show your opinion
towards the activities resulting in customer retention?
S. Statement Strongly Agree Neutral Disagree Strongly
No. Agree Disagree
1. Customer complaint
handling in an effective
manner
2. Accepting cancellation
of reservation by the
restaurant
3. Soft behavior of
staff/personnel
4. Customerized services

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5. Effective room service
6. Sending wishes on
various occasions
7. Special greet by the
hotel management
8. Membership of the hotel

9. Which of the following activities are being undertaken for the customer retention?
[ ] Greeting the customer and paying them due respect
[ ] Attending customers promptly
[ ] Talking in terms favorable to customers
[ ] Participating in a two-way communication, listening and recording
the customer problem
[ ] Sending cards/wishes on special occasions like Birthday and
Anniversary
[ ] Membership for the regular customers and business houses
[ ] Providing customized services to the customers
[ ] Any other ( )

10. Please rate the following statements to show your opinion about the benefits of CRM
approach?
S. Statement Strongly Agree Neutral Disagree Strongly
No. Agree Disagree
1. Increases customer
satisfaction
2. Increases market share
3. Increased customer
loyalty
4. Profitability increases
5. Enhances lifetime
value of customers

11. Which type of data do you store about your customer?


[ ] Information about customer and his dwelling
[ ] Database about customer’s lifestyle and likes/dislikes
[ ] Information about change in customer’s interest
[ ] Information about customer’s attitude towards the hotel staff and
offerings
[ ] Any other ( )

12. How does the company handle the complaints?


a. Personal Counseling
b. Through Complaint Box
c. Through intranet

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d. Through phone
e. Through Direct Mail
f. Any Other (specify)

13. Which software you are using to handle CRM in your organization?

Name:

Designa

tion:

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