Development of Supply Chain Performance of Thailand Juice Manufacturers: The Mediating Role of Customer Loyalty
Keywords:
Customer Relationship Management, Customer Loyalty, Supply Chain PerformanceAbstract
This research aims to 1) survey the levels of customer relationship management (CRM), customer loyalty (LOY), and supply chain performance (SCP), 2) to examine the direct effect of CRM and LOY on SCP, and 3) to examine the indirect effect of CRM on SCP by the mediation effect of LOY of the Juice manufacturers in Thailand. The study used quantitative research method. The sample was 290 Juice manufacturers listed in the database of the Department of Industrial Works, Ministry of Industry of Thailand, arisen from 10 times of the parameters in the research model and stratified random sampling by area. The research instrument was a questionnaire. The statistics used for data analysis were frequency, percentage, mean, standard deviation, confirmatory factor Analysis, and structural equation modelling. The results showed that the CRM, LOY, and SCP were at a high level. In addition, CRM and LOY had a positive direct effect on SCP and CRM had a positive indirect effect on SCP by the mediation effect of LOY. These findings can be guidelines for entrepreneurs to improve the company's supply chain performance. Government agencies, besides, can use the research results to formulate a policy for helping entrepreneurs. Moreover, academicians and interested people can bring the findings to study and conduct additional research in the future.
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