Intention to purchase according to customer relations management guidelines of convenience store customers in Bangkok and Vicinity

Abstract

This research aimed to study 1) customer relationship management of convenience stores in Bangkok and Vicinity, 2) purchasing intentions of convenience store customers in Bangkok and Vicinity, and 3) customer relationship management factors that affect purchase intentions of convenience store customers in Bangkok and vicinity areas. A questionnaire was used to collect data on 401 convenience store customers using a proportional sampling method according to the population in each province and convenience sampling. Data were analyzed using statistics of frequency, percentage, mean, standard deviation, and multiple regression analysis.

          The results of the research found that 1) respondents placed high importance on customer relationship management of convenience stores in Bangkok and vicinity areas. By the aspect of recommending useful services was first at a very high level, followed by the aspect of understanding expectations was at a very high level and finally the aspect of following up with customers is at the highest level. 2) respondents show behavior of overall and each the aspect at a very high. By in the future, they will choose to buy products/services from this convenience store more in first, followed by them will still choose to buy products/services from this convenience store as before, without decreasing and finally will consider purchasing from the name of the convenience store was first. 3) The aspects of listening to opinions, recommending useful services, understanding customer expectations, and following up affect the purchase intention of convenience store customers with statistically significant at .01 level. Therefore, convenience stores should focus on development channels to take opinions from diverse customers and be convenient in providing information that suggests useful services to customers. Convenience stores should understand their customers' expectations, be able to prepare services, always follow up with customers, and keep improving their service.