| Summary: | The purpose of this study is to explore the effectiveness of Social Customer Relationship Management (Social CRM) approaches within fast food industry in transforming young customers’ perceptions and attitudes towards consumption at fast food restaurant through the comparison with Traditional Customer Relationship Management in convergence with Electronic Customer Relationship Management (E-CRM). Specifically, this study is analysed from the perspectives of company side and college student side.
From a constructivism stance, this research was conducted by two series of open-ended questions. Using data gathered from participants’ interviews, I identify common themes across participants’ narratives. The narratives focus on how Traditional CRM and E-CRM form young customers’ prior perceptions and attitudes towards fast food restaurants and whether the outcome will influence young customers transform the perceptions and attitudes for consumption at those fast food restaurants.
This analysis suggests that young customers tend to rely on Traditional CRM as well as E-CRM approaches most of time. Social CRM applied in homepages are more effective among small and medium sized fast food, while widely-known fast food brands fail to take advantage of homepages. The interaction and communication in homepage are neglected by young customers. However, young customers show their positive attitude towards Wechat a functional mobile social platform.
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