Guidelines for the Development of Customer Relations Management of Community Enterprises of Ban Tha Tum Garment Group, Tha Tum Subdistrict, Mueang District, Maha Sarakham Province

Abstract

This research aims to analyze the current situation of the customer relationship management strategy of the Ta Tum garment community enterprise, Ta Tum sub-district, Mueang Maha Sarakham district, Maha Sarakham province, study the differences in demographic characteristics that affect opinions on the customer relationship management strategy, and develop the customer relationship management strategy of the community enterprise group using a mixed method research design consisting of qualitative and quantitative research. The research results found that the Ta Tum garment community enterprise group has a variety of products with beautiful patterns and colors, and fast delivery. The overall customer relationship management strategy of the Ta Tum garment group is at a high level, and the customer relationship management focuses on expanding relationships. It is recommended to organize promotions on important days for regular customers to stimulate repeat purchases and increase customer loyalty. This research indicates that developing and improving the customer relationship management strategy can help the community enterprise group increase its competitiveness and expand the market for sustainable growth.