Implementation of a CRM system in a restaurant

Dias Ayubek

Bakalářská práce

Abstract:

Customer Relationship Management (CRM) has become an essential component in modern businesses, particularly in the food industry, where customer retention and personalized service play a crucial role in business success. This thesis explores the various dimensions of CRM, its types, and its application in the restaurant industry, focusing on the implementation of CRM systems to enhance customer engagement, profitability, and operational efficiency. The literature review examines the different perceptions of CRM, categorizing it into operational, collaborative, and analytical CRM. It also discusses its integration with Information Technology (IT), Information Systems (IS), and Enterprise Resource Planning (ERP) systems. Additionally, the study highlights the importance of CRM in food businesses, emphasizing key factors such as customer acquisition, retention, profitability, feedback management, promotional reminders, and loyalty programs. The practical part of this research analyzes the implementation of CRM modules within two restaurant management systems—Poster POS and Quick Resto. It investigates the functionalities of these platforms, including CRM modules, finance management, and business intelligence dashboards. The study further details the configuration and implementation of Poster POS, focusing on menu management, marketing strategies, and sales operations.

Keywords

Software, Quick Resto, Poster, POS(system), Implementation

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 26. 3. 2025

Obhajoba závěrečné práce

• Obhajoba proběhla 19. 5. 2025
• Vedoucí: doc. Ing. Martin Pelikán, Ph.D.
• Oponent: Miroslav Žáček, Ing.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program:
Informatics