Modelling the Predictive Impact of Business Analytics Capabilities on Customer Relationship Management Effectiveness: An Primary Data Study

This research paper explores the effectiveness of customer relationship management (CRM) at Barbeque on Table (BOT), a popular restaurant chain. The study investigates how BOT manages its relationships with customers and the impact of CRM strategies on customer satisfaction and loyalty. Through surveys and analysis, the paper examines personalized interactions, service quality, and overall customer experience at BOT. The findings highlight the importance of CRM in shaping positive dining experiences and fostering customer loyalty. Additionally, the research identifies key factors influencing customer satisfaction, such as friendly service and timely meal delivery. The study underscores the significance of implementing robust CRM practices, including customer data management and personalized marketing initiatives, to enhance customer relationships and retention. Overall, this research contributes to a deeper understanding of CRM in the restaurant industry and provides insights to improve customer satisfaction and loyalty at Barbeque on Table.