• Mr. Mandar Uttam Sonawane
• Dr. Hemraj Narhar Patil

Due to rising urbanization and changing consumer expectations for convenience, the quick service restaurant (QSR) sector in India is seeing rapid expansion. To meet the demands of this fiercely competitive industry, it is crucial to enhance performance by applying efficient customer relationship management (CRM) techniques solutions. This study examines the impact of CRM aspects, specifically knowledge management (KM) and technology-based CRM, on employee performance at QSRs in Pune city. 281 QSR employees participated in a self-administered online survey, using a quantitative research methodology to collect data. SPSS and AMOS were utilized to do statistical analysis; this comprised both structural equation modelling (SEM) and exploratory and confirmatory factor analyses. The findings of the study proved significant impact of CRM dimensions on employee performance. These insights are useful to QSR management on how to optimize CRM tactics to improve operational efficiency and personnel performance.

customer relationship management, quick service restaurant, employee performance

"Enhancing Employee Performance through CRM: A Study of Quick Service Restaurants.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 12, page no.1-11, December-2024, Available :http://www.jetir.org/papers/JETIRGQ06001.pdf

"Enhancing Employee Performance through CRM: A Study of Quick Service Restaurants.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 12, page no. pp1-11, December-2024, Available at : http://www.jetir.org/papers/JETIRGQ06001.pdf