Based on the examples in the chapter, if you were asked to formulate a plan for a regional drive-in restaurant chain's efforts to use information technology to develop a loyal customer base, what would be the best use of information technology from the list below?
A) Use IT to increase supplier loyalty.
B) Use IT to increase operational efficiency.
C) Use IT to create new products and business models.
D) Use IT to help survive government reporting requirements.
E) Use IT to achieve customer intimacy.

Question

Quizplus · Accepted Answer

The best use of information technology for developing a loyal customer base for a regional drive-in restaurant chain would be to use IT to achieve customer intimacy. This could be achieved by using data analytics tools to gain insights into customer preferences, behaviors, and feedback, and then using this information to personalize the restaurant chain's offerings, promotions, and communications to better suit individual customer needs and preferences. This would help to build strong relationships with customers, boost customer satisfaction and loyalty, and ultimately improve the restaurant chain's bottom line. Using IT to increase supplier loyalty, improve operational efficiency, or help survive government reporting requirements may be important to the restaurant chain's success, but they are not as directly relevant to building a loyal customer base. Using IT to create new products and business models may be useful in the long term, but may not be the most effective way to build customer loyalty in the short term.

Based on the Examples in the Chapter, If You Were