by Tam Wing-Yi, Yung Nga-Lai Anna. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2003. / Includes bibliographical references (leaves 88-90). / ABSTRACT --- p.i / TABLE OF CONTENTS --- p.ii / LIST OF CHARTS --- p.v / LIST OF FIGURES --- p.v / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- THE BUSINESS ENVIRONMENT OF CATERING INDUSTRY --- p.3 / Demographic Environment --- p.4 / Economic Environment --- p.5 / Social-cultural Environment --- p.7 / Chapter III. --- THE INDUSTRY ENVIRONMENT OF CATERING MARKET IN HONG KONG --- p.8 / Rivalry among Competing Firms in Industry --- p.9 / Cafe de Coral --- p.9 / Fairwood Holdings --- p.10 / Maxim's Group --- p.11 / Local small individual fast food restaurants --- p.11 / McDonald's --- p.12 / Kentucky Fried Chicken --- p.13 / Delifrance --- p.13 / Threats of New entrance --- p.14 / Bargaining Power of Customers --- p.14 / Threats of Substitutes --- p.16 / Influence of Stakeholder --- p.17 / Comments from nutrition specialists --- p.18 / Government regulations --- p.18 / Environmentalists --- p.19 / Bargaining Power of Suppliers --- p.20 / Summary of the analysis on Industry Environment --- p.21 / Chapter IV. --- THE EXISTING CUSTOMER RELATIONSHIP MANAGMENT IN FAST FOOD INDUSTRY --- p.23 / The current role of CRM in fast food industry in Hong Kong --- p.24 / Chapter V. --- CUSTOMER SURVEY --- p.27 / Positioning of fast food restaurants ranked by customers --- p.28 / Customers' consumption behaviours --- p.29 / Number of visits --- p.30 / Factors influencing the choice --- p.30 / Factors creating negative experience --- p.37 / Summary of results --- p.40 / Chapter VI. --- RECOMMENDATION ON IMPLEMENTING CRM IN FAST FOOD INDUSTRY --- p.41 / Consideration of Implementing CRM --- p.41 / Define the objective --- p.43 / Define the customer --- p.44 / Design of the CRM business model in the business operation --- p.45 / Implementation and Training --- p.47 / Data collecting from customers --- p.48 / Data Analysis for Branch Control --- p.50 / Data Transfer to Suppliers --- p.51 / Data Flow to Financials and Accounting --- p.51 / Data used by Sales and Marketing --- p.52 / Data Analysis for Procurement and Inventory Control --- p.52 / Staff Arrangement --- p.53 / "Measure Results, Maintain and Operate " --- p.53 / Chapter VII. --- THE IMPORTANCE OF CRM TO THE FAST FOOD INDUSTRY --- p.55 / Winning in the Competition --- p.56 / Easy to define target customers --- p.58 / Retain Loyal Customers and Attract New Customers --- p.59 / Improve Customer Service --- p.60 / Improved marketing and cross-selling effectiveness --- p.60 / Improve brand / corporate image --- p.61 / Utilization of resources --- p.62 / Coordination with external parties --- p.63 / Facilitate of internal operation --- p.63 / Chapter VIII. --- THE REASON FOR LOW USAGE OF CRM IN THE INDUSTRY --- p.65 / Chapter IX. --- CONCLUSION --- p.68 / APPENDIXES --- p.69 / Appendix 1 Exhibit 1 ： The statistics of restaurant receipts & purchase for 2Q 2002 --- p.69 / Appendix 2 Exhibit 2： The movement of total restaurant receipts 2Q 2002 --- p.69 / Appendix 3 Exhibit 3: The GDP of Hong Kong from (2001 -2002) --- p.70 / Appendix 4 Exhibit 4： The Employment distribution --- p.70 / Appendix 5 Exhibit 5： The population structure in year 2001 --- p.70 / Appendix 6 Exhibit 6: The 5-Year Financial Summary of Cafe De Coral --- p.71 / Appendix 7 The English and Chinese version of the questionnaire --- p.73 / Appendix 8 Results of the survey： Part 1 --- p.79 / Appendix 9 Results of the survey： Part II --- p.80 / Appendix 10 Results of the survey： Part III --- p.85 / Appendix 11 Results of the survey： Implication --- p.87 / BIBLIOGRAPHY --- p.88