Services and Relationship Management: CRM at C Fun Parks Case Study

This case study analyzes the customer relationship management (CRM) strategies implemented at C Fun Parks, focusing on the dynamics between franchisor and franchisees. It explores the advantages and disadvantages of the franchise model, emphasizing the importance of customer satisfaction and loyalty. The report examines methods to improve franchisee satisfaction and build long-term customer relationships, including customer engagement and allowing customers to experience the brand. It recommends strategies for enhancing customer bonds and driving business growth, such as personalizing interactions and utilizing CRM software. The case study highlights the significance of service marketing in the global economy and the need for flexibility in response to changing customer demands. The analysis provides valuable insights into how C Fun Parks can improve customer retention, increase occupancy rates, and strengthen its position in the market through effective CRM practices.

Running head: SERVICES AND RELATIONSHIP MANAGEMENT
Services and Relationship Management: CRM at C Case Study
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Abstract
The major aim of the report is to learn the case study of customer relationship
management at C Fun Parks. CRM is the major technology to manage each and every
organizational relationship as well as interactions with different customers. The most
significant objective of this CRM is to improve the business relations and also improve
profitability. Moreover, with successful involvement of CRM, it would become easier for
the franchise of C Fun Parks to get more customers and hence get high productivity.
This report has provided suitable recommendations and strategies for better inclusion of
CRM in the business.

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Table of Contents
1. Introduction....................................................................................................................3
2. Discussion......................................................................................................................3
2.1 Brief Idea of the Case Study....................................................................................3
2.2 Critical Examination of the Franchisor Franchisee Relationships with its
Advantages and Disadvantages for each party to the Relation with the Application to
the Scenario and Description of Methods by which Franchise Satisfactions and
Loyalty to be improvised.................................................................................................4
2.3 Discussion and Making Recommendations about Major Strategies to be employed
by the Franchise for building longer term relationship and improvising Customer
bonds with the Company................................................................................................7
3. Conclusion...................................................................................................................10
4. Recommendations.......................................................................................................11
References.......................................................................................................................13

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1. Introduction
Service marketing can be referred to as the type of marketing that is on the basis
of different values and relationships within a business. It might be utilized for marketing
any specific product or service (Nyadzayo and Khajehzadeh 2016). The marketing
services are completely different from the marketing goods for the most unique
characteristics of services, which involve inseparability, perishability, heterogeneity and
intangibility. The major issues in marketing services include service could not be
demonstrated, production and sale of services taking place and the service could not be
stored in anticipation of the demands (Bhat and Darzi 2016). Proper service and
relationship marketing is required for ensuring that the products are highly innovative
and fulfill the demands of customers. This report would be outlining a brief description
on the case scenario of CRM at C with relevant details related to franchisor and
franchisee relation and recommendation to build longer term relations and improvise
customer loyalty to a high level.
2. Discussion
2.1 Brief Idea of the Case Study
C Fun Parks is a distinct concept that was being developed by Theodore Brook
in the year of 1985. The major objective was to provide people with a shorter break for
better entertainment. After few years, he was able to gain maximum effectiveness in his
business without much complexity and issue. However, after few days, he checked that
he was lacking resources and hence it was needed to include few franchises in the
business. As a result, a proper vision as well as approach of CRM was required to be
included in the business for this purpose. Various ideas were included in the franchise

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concept for ensuring that all the guests get maximum and effective services from C Fun
Parks. More than 70% of the franchises were being able to increment the customer
satisfaction rates for 5 years. However, for the next 3 years, improvements were
lowered and there had been a negative trend in the guests’ behavior. As a result, the
popularity of the business was going down. Moreover, customer retention was getting
less and there was lesser occupancy rates for C Fun Parks. Hence, it was needed to
improve customer satisfaction and retention eventually, so that the business is able to
improve their position in a better manner.
2.2 Critical Examination of the Franchisor Franchisee Relationships with its
Advantages and Disadvantages for each party to the Relation with the Application
to the Scenario and Description of Methods by which Franchise Satisfactions and
Loyalty to be improvised
The relation within a franchisee and a franchisor can be referred to as the
ongoing and contractual business relation as being governed by the agreement of
franchise (Hassan et al. 2015). This particular agreement is responsible for defining the
major parameter of the relation at the specific outset, hence both the distinct parties
know about their obligations as well as rights to the respective relation between a
franchisor and franchisee. The franchisor would be providing the franchise with the
distinct OS as well as support service for helping to develop the respective business.
On the contrary, the respective franchisor even explores as well as develops newer
services and products, supervises brand advertisement and also delivers accessibility to
the training or support (Baran and Galka 2016). The franchise is the independent

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smaller business owner, who is responsible for leading the major operations as well as
administration of the location of a franchise.
The franchisee is the legalized owner of all the employees and hence he
executes the regular basis operation of a business like employee recruiting, training,
arrangement, disciplines, wages, payrolls as well as paying taxes and even termination
(Soltani and Navimipour 2016). This particular franchisee is even responsible for a
variety of other corporate associated items like accounting, management of inventories,
rents or maintaining compliance with any type of applicable law or regulation. In spite of
the fact that joining a franchise would certainly provide several benefits, which come
with the recognized brand as well as an established system (Badwan et al. 2017). They
invest capitals by simply opening their businesses and also continuing to invest by
modernization, expansion and opening the new locations for helping to generate new
employment or economic activities within the subsequent province.
There are some of the most distinct and important merits and demerits of
franchisor and franchisee for C Fun Parks.
i) The first and the foremost advantage of this franchising is the cost effective
expansion. These franchisees are able to manage the overall researching or funding for
the outlets of the resort chain (Rahimi and Kozak 2017). It refers to the fact the
respective organizational chain does not have to spend their own investments or
request for extra funding from the investor and bands for growing the business.
ii) The second distinct advantage of franchising is marketing support. Each
franchise utilizes the similar plans for tried as well as true marketing that help eradicate

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the expensive guess work while opening the independent businesses (Tseng 2016). As
a result, advertising funds are reduced.
iii) Another distinct merit is that with such relationship, there can be an additional
source of revenues to depend on the franchise agreement (Abu Amuna et al. 2017).
iv) Moreover, scalability and flexibility is also gained or top priority for eradicating
the issues of employees and workers’ compensation.
The major disadvantages are as follows:
i) The first distinct and important disadvantage of the relation between franchisor
and franchisee of C Fun Parks is capital investment (Bhakane 2015). Since, they have
opened few franchisees, the capital investment is quite huge for business development,
marketing and packaging plans to recruit franchises.
ii) The second disadvantage of C Fun Parks is less control. The main
management does not have major control on the franchisees and as a result, changes
are not being made without running into disagreements (Rahimi et al. 2017).
iii) Another distinct disadvantage is the expensive legal action, where the
franchisee refuses to collaborate or prove legal and unprofitable action might be needed
for ensuring it could be both costly and also damaging the reputation amongst the major
franchisees (Krishna and Ravi 2016).
iv) Regulations are being considered on top priority, however it often becomes
difficult to ensure major regulatory documents in the organization are effective in nature.

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Franchisee satisfaction could be referred to as the daily experiences for the
franchise owners to compare with the respective expectations (Abedin 2016). As soon
as the expectations are being fulfilled or exceeded, this type of satisfaction would be
high and when the experiences would be falling short, satisfaction will be following
eventually. Such distinct interaction that the franchisees would be having with the
system; would result in the most unique experience. Such interaction points encompass
the entire business of C Fun Parks, like the promotional materials, brand, staff, support
systems and company culture (Wali, Wright and Uduma 2015).
The management can easily improve loyalty of the franchisee with involvement of
the some of the most distinct and important methods or strategies (Kotarba 2016).
Involvement of a loyalty program is the most distinct and important method to ensure
that the franchisee of C Fun Parks is highly satisfied and loyal towards the organization.
Following the entire system towards better validation is the next distinct and important
method for ensuring that the franchisee is loyal for the organization and hence they are
agreeing to renew the franchise agreements (Rahimi 2017). Moreover, a marketing
opportunity is being created for better effectiveness and efficiency.
2.3 Discussion and Making Recommendations about Major Strategies to be
employed by the Franchise for building longer term relationship and improvising
Customer bonds with the Company
CRM is a major approach for proper management of the organizational
interaction with the potential and present customers (Wang and Kim 2017). It eventually
utilizes subsequent data analysis regarding the history of the customers for the core
purpose of improvement of major business relations with the customers and also

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emphasizing on customers’ retention as well as driving the overall sales growth. Service
marketing is being used for increasing prominence of services in the global economy
and ensuring better effectiveness and efficiency in the organization (Krishna and Ravi
2016). Changing demand is also considered for such distinct marketing. As a result, the
demand for services comprise of wider fluctuations and might become seasonal. The
quality of services could not be standardized and the pricing of services are determined
based on competition and demands.
The organization of C Fun Parks should build up long term relationship with the
clients for ensuring customer bonds are improved with the business in the most
effective manner (Rahimi and Kozak 2017). A proper software is required for helping the
business in personalizing the interactions with customers. The most significant
strategies for this purpose are provided in the following paragraphs:
i) Engagement of Customers: The first and the most significant
recommendation or strategy for C Fun Parks to build up longer term relationships with
the customers and ensuring customer bonds are improved with the business in the most
effective manner would be successfully engaging the customers in their organizational
franchise (Baran and Galka 2016). The long term or existing customers generally do far
more than only consuming products of the customers. They remain connected with the
business and hence providing incentives for coming back. It can be done through the
organizational web site, email messages as well as social media posts to ensure that
the franchise is engaging with the customers eventually and also incrementing the
personal connection in the most efficient manner (Soltani and Navimipour 2016).

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Moreover, this type of relation would also help them in getting one to one relationship
with the respective brand.
ii) Allowing Customers to Experience the Brand: The second distinct and
important recommendation or strategy for the company to build up longer term
relationship with the clients and ensuring customer bonds are improved with the
business in the most effective manner would be subsequently allowing the customers
for experiencing their brand of C Fun Parks (Nyadzayo and Khajehzadeh 2016). It is
extremely important for them to ensure that the organization is interacting with their
customers properly, so that better efficiency is being gained and the clients are highly
satisfied with the product as well as service easily and promptly. The final opportunities
for meeting with the customers should be used by the management, so that all the
customers are highly satisfied. As a result, they would be able to use different marketing
techniques for announcing, inviting as well as following up afterward (Badwan et al.
2017). The platform of experience relationship management should also be checked for
ensuring if all the customers are getting services as per their requirements or not and if
not, then explanation of the steps undertaken.
iii) Exploring Social Media Influence: The next vital and significant
recommendation or strategy to build up longer term relationships with the clients and
ensuring customer bonds are improved with the business in the most effective manner
would be proper exploration of the social media influences (Abu Amuna et al. 2017). It is
needed to ensure that the customers from different parts of the world are able to know
about the services of this particular hotel and also use the services for short holiday
breaks. Moreover, the management should use different aspects of social media for

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uploading pictures of their services and features of the resort. They can even interact
with the customers with the help of social media after checking the social score of
customer and then determine the respective influence level (Krishna and Ravi 2016).
iv) Providing Value to the Customers: This is yet another vital and noteworthy
recommendation or strategy for the organization to build up longer term relationship with
the clients and ensuring customer bonds are improved with the business in the most
effective manner. The main goal or objective is to introduce new customers or clients to
the services, provided by the organization (Wali, Wright and Uduma 2015). However,
the objective of the customer is to find out different services and products, which can
add some type of value to the holiday breaks. A proper strategy is required to be
developed for building customer loyalty, after considering the average customer to get
out of the relationship. It is also needed to ensure that the customers are using their
services and would be remaining loyal to the organization under every circumstance.
The major concerns of customers are also well eradicated and a long term business is
being gained eventually (Wang and Kim 2017). This particular strategy is also helpful for
providing proper services to the business.
3. Conclusion
Hence, from this above discussion, a conclusion could be drawn that CRM is an
important and significant requirement for a business to make sure that all the clients are
extremely satisfied with their products or services. The most significant and vital aspect
of this particular approach is the major system of CRM, which is responsible for
compiling data from the distinct variety of several communication channels like the
organizational web site, electronic mail, marketing materials as well as social media.

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With the help of this particular approach, the businesses are able to learn more about
the target audiences and the process of catering to the respective needs. The above
provided report has clearly outlined a detailed analysis of the case study of CRM at C
with proper evaluation and suitable recommendations.
4. Recommendations
Suitable recommendations for the franchise of the organization of C Fun Parks
are provided in the following paragraphs:
i) Designing Long Term Plan and Strategy for Customer’s Loyalty: The first
and the foremost suitable and significant recommendation for the franchise of the
organization of C Fun Parks is to design the long term plan as well as strategy for
gaining customer’s loyalty. It is required for building the customer’s loyalty for any type
of smaller business (Tseng 2016). As a result, since they have opened few franchises, it
would be highly beneficial for the organization to include different aspects and features
for customer relationship management. The strategic approach is extremely effective
and ensures to utilize the correct motive and effect for implementation of the plan.
ii) Appointing Separate Staff for Each Customer: The second suitable and
significant recommendation for the franchise of the organization of C Fun Parks is to
appoint separate staff for every customer. Since, the French customers are not satisfied
with their services, it becomes quite easier for them to lose customers (Kotarba 2016).
Hence, they should provide their services to the customers in such a manner that every
customer is able to deal with subsequent separate staff, so that every customer is able
to gain maximum services without much complexity or issue.