INVESTIGATING THE ROLE OF THE CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

Chapter 1

Introduction

Customer relationship management is the term used to describe how a business and its

customers perform and interact over time, as well as how this impacts the company. It entails

increasing customer satisfaction and loyalty as well as tracking these factors. Customer

Relationship Management is a customer service approach that focuses on building and

maintaining long-term relationships (Ardiyhanto, 2011). It also refers to a business strategy,

practices, and technology used to manage and maintain relationships with customers.

Understanding consumer wants and preferences involves gathering and evaluating customer

data, interactions, and feedback. It's a tactic or technique that companies use to control how they

communicate and make connections with potential and current customers. Organizing,

automating, and synchronizing sales, marketing, customer service, and technical assistance are

frequently done using technology.

Customer Relationship Management (CRM) is vital to business since its primary

objective is to enhance customer satisfaction, improve customer retention, and drive business

growth by fostering and nurturing strong and long-lasting relationships with customers. CRM

data collection enables firms to communicate with and learn from their customers. It offers

useful information about consumer behavior and preferences.

According to a 2020 survey conducted by the Korea Trade-Investment Promotion

Agency (KOTRA) in Manila, the number of Korean restaurants in the Philippines has climbed

by 81.2 percent from 2014 to 2018. The Korean wave has had a great impact on the Philippines.

The Korean Wave (Hallyu) refers to the global popularity of South Korea's cultural economy,

which exports pop culture, entertainment, music, TV dramas, and movies. Due to social media
INVESTIGATING THE ROLE OF THE CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

trends, it quickly gained notoriety in the Philippines. Korean dramas and movies reflect Korean

culture, particularly the cuisine. In that case, most Filipinos who became lovers of Korean

dramas and music were persuaded to purchase their preferred meals and goods from Korean

stars. One of them is samgyeopsal, one of Korea's most popular foods. Korean cuisine—

samgyeopsal is now considered part of the household treat where one can enjoy having a tasteful,

safe, and delightful feast with family as part of the new normal. Samgyeopsal became popular in

the Philippines with the entry of Korean dramas and films that captured the interest of many

locals and Filipinos in general.

Based on the studies and literature presented, the researchers aim to investigate the role

of CRM in enhancing customer loyalty among samgyeopsal restaurants in Porac, Pampanga. It

sought to identify how samgyeopsal restaurants manage to have a good customer relationship

with their customers as their marketing strategy. This may help other business establishment to

analyze and understand the role of CRM in promoting business.

Review Related Literature

Customer relationship management

Sigala, et al. (2006) E-Customer Relationship Management (CRM) is becoming

strategically essential for recruiting and boosting customer spending as online tourists become

more price-sensitive, less brand-loyal, and more sophisticated. Despite the crucial role that

eCRM plays in the success of e-commerce, its deployment frequently goes wrong or does not

always produce the desired results. The latter has enhanced research, however the majority of

studies have looked at eCRM implementation from a company's standpoint, ignoring the

perspective of the consumer. In this regard, the goal of this study is to look into how eCRM
INVESTIGATING THE ROLE OF THE CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

affects how well-received hotel websites are by visitors. To do so, a customer-centric eCRM

model that immediately determines eCRM influence on e-services is proposed after first

analyzing the notion of eCRM.

In the study conducted by Elmuti, et al. (2009) to determine the obstacles that prevent

CRM success and to examine the effects of customer relationship management (CRM) as a

strategic strategy on overall organizational effectiveness. 500 randomly chosen financial service

providers in the US received a survey detailing best practices in customer relationship

management. Key managers from several financial service organizations were also interviewed

again. The findings indicate that firms usually thought they were handling their customer

relationship management initiatives successfully. They have, however, not yet attained the level

of advantages attributed to customer relationship management, while making major increases in

customer response and performance.

According to Smith (2019) Customer relationship management (CRM) is a key business

strategy for the majority of businesses. In today's global economy, organizations must identify

strategies to increase their productivity. It is vital for a business to motivate its employees and

use the best strategies to facilitate customer relations.

Total quality service and customer relationship management affect customer satisfaction

and its impact on customer loyalty. Being able to create customer loyalty is also necessary to

have a good relationship between the customer with the [Link] result shows that: total

quality service have a significant effect on customer satisfaction; total quality service have

significant effect on customer loyalty; customer relationship management have significant effect

on customer satisfaction; customer relationship management have significant effect on customer

loyalty; and customer satisfaction significantly affect customer loyalty (Binsar, et al 2014).
INVESTIGATING THE ROLE OF THE CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

Michael, et al. (2002) Present client relationship management, a strategy that

organizations are using more and more to monitor and address their customers' needs to deliver

better and faster services. The role it plays in the knowledge management framework is

discussed, along with its applicability to institutional research and operations in higher education.

The fundamentals of customer relationship management, a process whereby a corporation

engages with a client, learns about that person's wants in response, and the customer is more

likely to remain a loyal customer. explains how marketing students can learn the basics of the

subject (Susan, et al. 2000).

As stated by Malik, et al (2023) businesses use CRM as a technique to control

relationships with current and potential clients. Businesses in India are realizing the value of

CRM in fostering customer loyalty and encouraging repeat purchase intention because of the

rising need for personalized experiences and the fierce competition in nearly every sector.

Businesses can develop a deeper understanding of their consumers' wants and preferences and

customize their products by putting CRM techniques into practice.

Aldaihani et al., (2023) examine how customer loyalty in Kuwaiti local banks is affected

by CRM methods such as information exchange, customer interaction, knowledge management,

and technology-based CRM. From the 460 dispersed questionnaires in the study, 433 relevant

questionnaires were gathered using the convenience sampling method. To evaluate the

hypotheses that suggest a major mediating role for technological innovation in the relationship

between CRM practices and customer loyalty, the collected data were analyzed using AMOS.

Alanazi,(2023) presented how Saudi Arabia's five-star hotels' customer loyalty has been

affected by social customer relationship management. The study's main objective was to

determine how social customer relationship management affected Saudi Arabia's five-star hotels'
INVESTIGATING THE ROLE OF THE CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

ability to retain customers. Customer value, long-term collaboration with the customer, customer

knowledge, reliance on technology, trust, and social media communication. the research

population. From 500 clients, a convenience sample was drawn; 413 legitimately recovered

replies were obtained.

Sumitha K (2022) explores customer relationship management (CRM) and its impact on

customer loyalty and satisfaction. It highlights how businesses use CRM techniques to manage

and expand relationships, and how analytical CRM analyzes customer interactions for innovative

strategies. It also discusses the ongoing competition in the banking industry.

Binsar, (2014) examines the impacts of customer relationship management and complete

quality service on client satisfaction and loyalty. KFC, a fast-food restaurant, is constantly

working to enhance its overall quality of service in order to sustain customer pleasure, which will

then lead to an increase in customer loyalty. To have a solid relationship between the customer

and the restaurant, you must be able to build client loyalty. Customers of the KFC fast food

restaurant in Rungkut Surabaya, Indonesia, made up the entire research population. Using the

outcomes of the model's testing in this study, analysis of structural equation models, and

assistance from the Amos 20 program, the 200.

According to Indah [Link] (2013), Customer Relationship Management (CRM) focuses on

what value the will customer gets rather than on the products or services to be sold by the

company. Through the application of Customer Relationship Management (CRM), companies

are expected to be able to establish communication and a good relationship with their customers.

This condition is also expected that the company will not only sell and market a product and

service with good quality or competitive prices but also be able to answer customers' desires and

needs as described by Indah and Dewi, which can lead to satisfaction and customer loyalty.
INVESTIGATING THE ROLE OF THE CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

Customer Loyalty

Kim, et al. (2014) Prior cross-cultural study on consumer complaint behavior has

revealed that Asian customers, who tend to be collective rather than individualist, are more likely

to choose non-confrontational responses like switching and bad word-of-mouth rather than voice

complaints. However, we argue that this link might not be valid when considering cultural values

such as customer loyalty, price range, and power distance. In order to better understand how

culture, patron loyalty, and restaurant pricing affect complaints from customers, we did an

experiment. Our findings suggest that when there is no strong loyalty to a restaurant and while

paying a premium price for the service, Asian customers may in fact be vociferous public critics.

Discussions also include theoretical and practical ramifications.

Lee et al.(2005) determine the relative effects of service quality on service value,

customer satisfaction, and loyalty, including the likelihood of repeat business and good word-of-

mouth recommendations. Surveys received responses from 218 customers of Korean restaurants.

The empirical findings and results of the data analysis using LISREL 8.5W are as [Link],

clients perceive service values, the physical, assuring, and sensory elements of service quality.

Second, customer satisfaction increases as the empathy component of service quality increases.

Third, customer satisfaction, positive word-of-mouth advertising, and customer intent to return

are all higher the higher the service value.

As stated by Kotler, [Link] (2011) consumer loyalty in general can be interpreted as fidelity

someone on a product, good,orservice. Consumer loyalty is a manifestation and continuation of

consumer satisfaction to use the facilities and services provided by the company, as well as to be

a repeated buyer of the company.

INVESTIGATING THE ROLE OF THE CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

According to Pathmini M., (2015), customer loyalty and satisfaction places a premium on

service marketing tactics, particularly service quality and in-store purchasing. The objectives of

this paper are to show a portion of the literature that exists around customer loyalty and service

tactics. It was discovered that customer pleasure and, consequently, customer loyalty are

influenced by service techniques. As a result, the review's findings suggest that customer

satisfaction has a substantial impact as the component that stands between service plans and

customer loyalty. Additionally, it demonstrates how tactics for service quality and service

strategy have a big impact on how satisfied customers are.

International Journal of the results showed a strong positive association between

customer satisfaction and loyalty, as well as between customer contentment and trust. Customer

loyalty has been found to be significantly influenced by customer satisfaction. Customer

satisfaction also had an impact on customer trust, demonstrating that consumer contentment is a

prerequisite for customer trust. Additionally, it was shown that consumer trust had an indirect

effect on the relationship between customer happiness and loyalty. Future research may be

repeated in various service environments, and a comparison of the models of public and private

banks will provide more insight (Leninkumar, 2017).

Binsar K., et al. (2014) examine the impacts of customer relationship management and

complete quality service on client satisfaction and loyalty. KFC, a fast-food restaurant, is

constantly working to enhance its overall quality of service in order to sustain customer pleasure,

which will then lead to an increase in customer loyalty. In order to have a solid relationship

between the customer and the restaurant, you must be able to build client loyalty. Customers of

the KFC fast food restaurant in Rungkut Surabaya, Indonesia, made up the entire research

population. The 200 responders were able to explain the model's performance using the
INVESTIGATING THE ROLE OF THE CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

research's testing findings utilizing random sampling, structural equation modeling, and the

Amos 20 software. The 200 respondents were able to explain the relationship between the total

service quality, customer relationship management, customer satisfaction, and customer loyalty

to KFC fast food restaurants in Rungkut Surabaya, Indonesia, based on the results of the model's

testing in this study, using accidental sampling, structural equation modeling analysis, and

software support from Amos 20. Customer relationship management significantly affects

customer satisfaction, customer relationship management significantly affects customer loyalty,

and customer satisfaction significantly affects customer loyalty, according to the results. Total

quality service also significantly affects customer satisfaction and loyalty.

Jang S. Et, al (2014) stated that first-time diners and repeat customers had different

perceptions of the atmosphere, employee service, and meal quality at Korean restaurants. This

study is distinctive in that it enables restaurant owners to comprehend how dissatisfied clients

turn into devoted patrons. In general, first-time customers with high intentions to return thought

the quality was higher than it was for first-time customers with low intentions to return.

Additionally, food-related features received higher evaluations from behaviorally devoted

consumers, but atmospherics-related attributes received higher evaluations from first-time

visitors with high intentions to return. Based on the findings, this study offered some applicable

advise for Korean restaurateurs. Although ambient variables play a significant role in first-time

tourists' willingness to return, Korean restaurateurs must also emphasize spicy food.
INVESTIGATING THE ROLE OF THE CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

Korean Restaurant

Kim S., et al. (2017) This study looks at how consumers' perceptions of experiential

value in Korean family restaurants affect their consuming feelings, self-connectivity with the

restaurant brand, and ultimately, their brand loyalty. After conducting a thorough review of the

literature, the study proposes and estimates a model that details the interactions between three

latent variables positive and negative emotions, self-connective attachment, and brand loyalty

and four dimensions of experiential value, namely atmosphere, escapism, customer return on

investment, and service excellence. Data gathered from South Korean family restaurants'

customers was used in an analysis with structural equation modeling. The findings indicate that

experience value dimensions can have a positive or negative impact on emotions. The links

between the perceived value of the eating experience and brand loyalty are also mediated by the

emotion factors and self-connective attachment.

According to Chee J. (2021), consumer preferences must be carefully addressed while

choosing a restaurant because they play a significant role in the decision-making process. On the

other hand, because younger generations tend to imitate Korean pop culture, which is a major

force in Korean media, Korean cuisine is becoming more and more popular throughout the

world. Korean restaurants are discovered to be obtaining a significant competitive advantage

over other ethnic eateries in Malaysia. This is a result of customers' favorable opinions of Korean

cuisine and its culture. The goal of this study is to determine how customers' perceptions affect

their decision to choose a Korean restaurant in Malaysia. both published studies and the study of

other academics. In this study, the consumer impression and its impact are evaluated along with

the notion of planned behavior.

INVESTIGATING THE ROLE OF THE CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

Caldito R., (2022) investigate how generation Z consumers in Metro Manila are

influenced by the brand equity of Samgyupsal restaurants. The Korean BBQ sector has been

expanding and has dominated the Philippine market, which is why the study was done.

Additionally, to assess what the underlying factors are that lead consumers to choose one brand

over another. The research will be of considerable importance to Korean restaurant operators,

marketers, and future academics because it is focused on Korean BBQ restaurants and many

elements connected to purchasing decisions. The study's findings show that in Metro Manila,

Generation-Z consumers' decisions are significantly influenced by brand equity, perceived

quality, and customer happiness. The researchers have suggested the following as a result of the

study's findings: (1) Identify their shortcomings to provide high-quality products and services.

(2) Improving their analysis of the competition. A strong brand is one that can change with the

needs of the marketplace. (3) Korean barbecue businesses must comprehend the market and their

place within it in order to be successful. (4) Lastly,Korean BBQ restaurants should pay greater

attention to their patrons' comments and ideas to determine whether or not their customers are

satisfy.

Chul J.'s (2017) examined the connections between Chinese visitors' behavior intentions

and the perceived value, satisfaction, and quality of the cuisine at Korean restaurants.

Exploratory factor analysis, second-order confirmatory factor analysis, and structural equation

modeling were all used to examine the data. The findings demonstrate that food quality—which

includes visual/olfactory impressions, ingredients, and palate/touch distinctions—directly and

significantly influenced perceived value and satisfaction, but only secondarily—through

perceived value and satisfaction—behavioral intentions. Additionally, it was discovered that

food quality had the greatest influence on perceived value. The current research suggests that
INVESTIGATING THE ROLE OF THE CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

Korean restaurant marketers should focus more on enhancing food quality, which raises

perceived value and pleasure and, in turn, can result in repeat business and recommendations

field.

Mujiya U., (2016) find ways to attract new customers, retain existing customers, and

remain competitive and profitable. As competition increases, delivering better service becomes

more important. Service quality is considered as a vital aspect for the success of the firms.

Restaurant cannot be separated from the service quality they have to de- liver. The development

of restaurant is supported with the reputation of the country where the food comes from.

Recently, one of the most trending topic is Korean wave which affects the Korean cuisine. A

fuzzy AHP was employed to evaluate the service quality. It is more preferable than traditional

AHP which is criticized for its inability to handle the uncertainty of the decision maker’s

perception. Six attributes are used to evaluate five Korean restaurants in Sema- rang, Indonesia.

The result shows that innovation is the most important attribute.

It seems that decision makers viewed the food variation and new method service as main

factors that the restaurants have to manage. This finding can pro- vide the managers with

valuable insights into the attribute that reflects customers’ perceptions; also to position their

service based on their competitors. Five Korean restaurants in Semarang, Indonesia are evaluated

using six different criteria. The outcome demonstrates that creativity is the most significant

quality. The decision-makers' apparent priorities for restaurants to manage seem to be the variety

of the food and new methods of service. This discovery can give managers insightful information

about the factor that represents consumers' perceptions and help them position their service in

relation to competition. It would be interesting to investigate validating the scale at other

restaurants with a cultural focus.

INVESTIGATING THE ROLE OF THE CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

Statement of the Problem

In this study, the researchers aims to investigate the role of CRM in enhancing the

customer loyalty among samgyeopsal restaurant in Porac. Specifically; it sought to answer the

following questions:

1. How may the respondents be described in terms of:

a. Years in operation

b. Location

c. Number of employees

2. How do respondents evaluate their Customer Relationship Management?

3. How do respondents evaluate the importance of Customer Relationship Management?

4. How do respondents evaluate the effect of CRM in their sales

Conceptual Framework

A research framework was generated based on the literature study to investigate the

correlation between s-CRM and customer relationship performance concurrently. The conceptual

model is depicted in Fig. 1.

H1: Customer relationship orientation influences customer engagement initiatives

H2: s-CRM technology capability influences customer engagement initiatives

H3: Customer relationship orientation on Instagram influences social information

processes

H4: s-CRM technology capability influences social information processes

H5: Customer engagement initiatives influence social information processes

H6: Social information processes influence customer relationship performance

INVESTIGATING THE ROLE OF THE CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

Customer

Relationship

orientation

H3

Customer Social
H1
Engagement Information
initiatives Processes
Customer

H5 H6 Relationship

performance

S-CRM

Technology

Capability
H2

H4

Fig 1. Conceptual model.

INVESTIGATING THE ROLE OF THE CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

Scope and Delimitation

This study focused on identifying the customer relationship management of samgyeopsal

business owners toward their customers, and the subject matter is investigating the role of

customer relationship management (CRM) in enhancing customer loyalty. The area of the study

covered the municipality of Porac, Pampanga, while the total samgyeopsal in Porac was 13 and

composed of 13 respondents, which are the business owners of samgyeopsal in Porac. The study

was limited to analyzing customer relationship management and enhancing customer loyalty,

which may help business owners determine how customer relationship management affects

customer satisfaction and loyalty

Significance of the Study

The findings of this study are expected to be beneficial to the following:

Business owners. . This study will benefit business owners because it will help them

understand their relationship with their customers. Through this research, they can get a deeper

understanding of their business and enhance it.

Consumer. The customer will benefit when the business adopts changes or improvements to

their business to gain the loyalty or trust of the customer.

Future entrepreneur. The result of this study will help future entrepreneurs understand the role

and importance of CRM in enhancing customer loyalty. This study will serve as a guide for them

to enhance their business in the future.

Future researchers.

The result of this study will help the future researchers find out more about the role of customer

relationship management in enhancing customer loyalty in Korean restaurant. It will beneficial if

they conduct a same study, they can use this study as a reference.
INVESTIGATING THE ROLE OF THE CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

Definition of Terms

For clarification, the important terms used in this study have been defined. The following

terms are:

Customer Relationship Management (CRM)- refers to the strategies, processes, and

technologies companies use to manage and analyze customer interactions and data throughout

the customer lifecycle, with the ultimate goal of improving customer satisfaction, loyalty, and

retention.

Customer loyalty- describes an ongoing emotional relationship between you and your

customer, manifesting itself by how willing a customer is to engage with and repeatedly

purchase from you versus your competitors.

Customer satisfaction - refers to the level of contentment or happiness experienced by a

3customer after using a product or service. It is a measure of how well a business meets or

surpasses the expectations and needs of its customers, resulting in their overall satisfaction with

their purchase or interaction.

Korean Wave (Hallyu)- refers to the global popularity of South Korea's cultural

economy, which exports pop culture, entertainment, music, TV dramas, and movies.

Samgyeopsal- is a popular Korean dish that consists of thick, fatty slices of pork belly.

It's typically grilled at your table and eaten with sides like kimchi, lettuce, and a spicy dipping

sauce.

Korean restaurant- is an establishment that specializes in serving traditional Korean

cuisine. It typically offers a variety of dishes such as kimchi, bulgogi, bibimbap, kimbap, and

various types of Korean rice and noodle dishes.

Consumer- is a person who purchases goods and services for personal use.
INVESTIGATING THE ROLE OF THE CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

Customer behavior- refers to the actions, decisions, and patterns of individuals or

groups when making purchasing decisions. involves the study and analysis of how customers

behave before, during, and after making a purchase.

E-commerce- short for electronic commerce, refers to the buying and selling of products

or services over the internet. It involves conducting business transactions online.

Business characteristics - refers to an identifiable and distinctive feature or quality that

defines or distinguishes a particular business entity.

Total quality management (TQM)- is the continual process of detecting and reducing

or eliminating errors in manufacturing

INVESTIGATING THE ROLE OF THE CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

Chapter 2

METHODOLOGY

This chapter concentrates on the details of the structure of the study. Specifically, the

discussion of the research design, data sources, research instruments, data analysis, and ethical

considerations adhered to by the researchers were explained in this chapter.

Research Design

A quantitative descriptive research method was used in this study to investigating the role

of the customer relationship management (CRM) in enhancing customer loyalty among

Samgyeopsal restaurant in Porac, Pampanga. This study applies quantitative descriptive analysis

to understand customer satisfaction and loyalty in different types Korean Restaurants. It's a great

example this method can be used to study specific aspects of the restaurant industry (KIM 2009)

In this study, it is about studying the customer relationship management in various ways,

such as conducting surveys or face to face interviews, the researcher could visit the restaurants.

This method allows for a more personal connection and the ability to observe the restaurant

environment.

Respondents

The respondents of this study are the owners of Korean Samyeopsal restaurants around

Porac, Pampanga. Korean restaurants must operate for at least 2–6 months, regardless of the

number of their employees. The researcher identified the number of Korean Samyeopsal

restaurants in Porac, there are 13 Korean restaurant in Municipality of Porac, Province of

Pampanga.
INVESTIGATING THE ROLE OF THE CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

Table 1. Respondents of the Study

Barangay that have Korean Restaurants Number of Korean Restaurant

Babo Sacan 4
Cangatba 3
Pio 2
Manibaug Libutad 1
Manibaug Paralaya 1
Sta. Cruz 1
Señura 1
Total 13

Research Locale

The researcher will conduct this study about customer relationship management (CRM)

in enhancing customer loyalty among samgyeopsal restaurants in the municipality of Porac,

province of Pampanga, because nowadays there are a lot of samgyeopsal restaurants that are

established in Porac.

Research Instruments

The tool that was used to gather and collect information from the respondents regarding

the research interests and objectives was discussed. To ensure the highest level of reliability and

validity, the researchers used structured survey questionnaires as the main data-gathering

instrument for this study. The respondents will provide the needed information to determine and

complete the survey. Individual perceptions will help the researcher complete the data needed in

the study: the questionnaire proper. The questionnaire describes how the respondents may be

described in terms of years in operation, location, and number of employees. 2. How do

participants evaluate their customer relationship management? 3. How do participants evaluate

INVESTIGATING THE ROLE OF THE CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

the importance of customer relationship management? How do respondents evaluate the effect of

CRM on their sales? These are the questionnaires that the researchers will include in the survey

to gather information based on the responses. A Likert scale method will also be used, for it is a

rating scale that allows respondents to choose answers ranging across a spectrum of choices to

derive insights on attitudes, beliefs, or opinions.

The quality of research is indicated by the ability of instrument development in the study.

It was lessened if it did not include any references to back up the study by analyzing,

interpreting, and evaluating the problem and statements made by the research. The researchers

used one-on-one interviews to educate their thoughts and establish the basis of the ideas and

concepts applied in this study. They patiently conduct interviews, spending a lot of time

collecting facts and ideas that will also support the study.

Data Sources/Gathering

A survey questionnaire was adopted from the same study and then distributed through an

actual survey of the proprietors of every Samgyeopsal here in Porac. The researchers clarified

the significance of the respondent to this investigation. In order for respondents to complete the

questionnaire completely aware of their population, researchers must first clarify specific

concepts to them. The researchers instructed the respondents to provide complete and truthful

responses. The researchers collected, totaled, and then evaluated the data after the respondents

completed the questionnaire in order to determine the owner of the Samgyeopsal and its impact

on customer loyalty. To apply and analyze the data, the most accurate statistical techniques

should be used, and the researchers consulted a professional.

INVESTIGATING THE ROLE OF THE CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

Ethical Consideration

The researchers completely followed the DHVSU legal and ethical standards in

accomplishing this research study. Before the study, respondents' full consent and permission

were acquired, and in their participation, they could accept or decline to participate. The

researchers ensured that all the identity, information, and data collected were confidential and

privately analyzed with all transparency and honesty. To secure the privacy of the respondents,

researchers apply Republic Act No. 10173, also known as the Data Privacy Act of 2012 (DPA),

which aims to protect personal data information collected from the respondents. All of the

related literature that have been used in this study were properly cited. The researchers also

guaranteed that this study was only used for academic purposes and the completion of the

marketing research subject.

Data Analysis

In analyzing and interpreting the data gathered in the process of data collection. The

researchers will use a specific statistical tool like the use of percentage, frequency distribution,

and weighted mean.

 In describing the profile of the respondents in terms of their year in operation, location,

and number of employees, the researchers will use percentage and frequency distribution.

 In describing CRM, its importance, and its effects on the sales of the restaurants, the

researchers will use frequency distribution.