The Antecedents of Strategic Customer Response Capability: Empirical Evidence of Cosmetic Businesses in Thailand

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Chorchat Sajjaviriya
Prathanporn Jhundra-indra
Sutana Boonlua


          The article aims to monitor the antecedents that include survival vision, customer oriented culture, customer diversity influence of strategic customer response capability by this quantitative research. The contingency theory applied to describe the phenomena in the study is discussed. This theory can describe the relationship among internal factors, external factors and marketing strategy. The population was obtained from a list on the database of the Department of Business Development (DBD). Additionally, the model is tested with data from 162 cosmetic firms in Thailand's email survey questionnaires. The OLS regression for the testing of hypotheses has been adopted. Strategic customer response capability is one of the most significant instruments for making prevalent execution, particularly, with the high fasion firm that is identified with quick rate style changes and has made firms to have numerous apparatuses for creating new values or modifying marketing components. Then, the results revealed a considerably beneficial effect on strategic customer response capability, including survival vision, customer oriented culture and customer diversity. Moreover, cosmetic firms that want to sustainable growth should consider these three antecedents. They should focus on developing their firm to preserve and extend the life of its competitive market position. Likewise, the result can be effect direction for strategic customer response capability as well as evolving marketing of cosmetic firms.


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