Customer Relationship Management Influencing Supply Chain Capability of Beverage Manufacturers in Thailand: A Mediating Role of Customer Loyalty
DOI:
https://doi.org/10.53848/jlsco.v11i3.280921Keywords:
Customer relationship management, Customer loyalty, Supply chain capability, Beverage manufacturersAbstract
This research article in detail to 1) the level of customer relationship management, customer loyalty level, and supply chain capability, 2) examine the direct management effectiveness of customer relationship management and customer loyalty on chain capability, and 3) analyze the direct and indirect data of customer relationship management on chain capability. This quantitative research by collecting a large sample of 324 companies using stratified random sampling and height in the research sample of 10-20. The sample of the research is usually viewed with 1 important general data of 290 people. Many important statistics are structural equation modeling (SEM). The research results according to the research found that 1) direct nutritional customer relationship management on customer loyalty, 2) direct continuous customer relationship management on chain factory performance, and 3) nutritional customer relationship management on chain performance of beverage manufacturing business operators in Thailand. The research results found that the factor analysis of the model confirmation according to the hypothesis was consistent with the empirical data at a good level, as seen from the value X̅ = 58.37, which was statistically significant at the 0.14 level (p-value = 0.16). The CFI value = 0.97. The benefits of this research can explain the relationship of customer relationship management that influences the supply chain capability of the beverage manufacturing business in Thailand: the role of customer loyalty transmission. The results of the study can be used in management as a guideline for management to achieve sustainable organizational performance.
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