The Structural of Customer Relationship Management of Electrical Appliance Business in Bangkok and Perimeter
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Abstract
The objectives of this research were: (1) the factors influencing the operation of the electrical appliance business in the Bangkok Metropolitan Region. (2) the relationship of causal factors influencing the operation of the electrical appliance business in the Bangkok Metropolitan Region. and (3) the develop relationship model of causal factors affecting the electrical appliance business operation in the Bangkok Metropolitan Region. This research was a mixed methodology as quantitative research and qualitative that the researcher to determine the population for this study by executives of the electrical appliance business in Bangkok Metropolitan Region, 400 people. The researcher used multi-stage Sampling method. The researcher analyzed the data by using the structural equation model analysis the structural equation modeling: SEM
Major Findings: (1) Service quality, communication, conflict management it has a positive direct influence on the quality of the relationship. The performance electrical appliance business positive service quality, communication, conflict management which is consistent Index of the relationship of causal factors affecting the electrical appliance business operation in the Bangkok Metropolitan Region. The model is consistent with empirical data, six indexes that pass the acceptance criteria is the index 2 /df = 1.205, CFI = 1.000, GFI = 0.970, AGFI = 0.960, RMSEA = 0.019 and SRMR = 0.021 The structural equation model is appropriate and harmonious with the data changes model 2 = 304.82, df- 160, P-value = 0.000, CFI = 0.990, GFI = 0.950, AGFI = 0.930, RMSEA = 0.040 and SRMR= 0.029. (2) In order for the electrical appliance business operators to have a better relationship entrepreneurs must take the service quality factor that consists of 6 parts: customer response assuring customers efficiency privacy and Compliance is used in business administration further.
Article history: Received 19 December 2021
Revised 27 February 2022
Accepted 1 March 2022
SIMILARITY INDEX = 7.02 %
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