Customer Relationship Management, Service Quality Perception, and Consumer’s Benefits Perception Influencing the Decision to Purchase Products Through Mobile Functional Applications

Abstract

The objectives of this research were (1) to study the opinion level of customer relationship management, the service quality perception and the consumer’s benefits perception influencing the decision to purchase products and (2) to study the customer relationship management, the service quality perception and the consumer’s benefits perception influencing the decision to purchase products through mobile functional applications in Lampang province.  The study employed survey method and involved 400 participants who purchased products through mobile functional applications. The data obtained from the questionnaire were analyzed and carried out by using the computer program with descriptive statistics of percentage, mean, standard deviation and path analysis.

The findings of the research revealed that most of the customers who purchased products through mobile functional applications in Lampang province were females, age between 18 -27 years, single, with a bachelor degree, students and undergraduates, their earnings between 10,001 – 20,000 baht a month. Duration of using mobile phone was for 4 - 6 years. Most of products and services purchased were fashionable garments. Each consumer ordered products every two or three months. The method of payment for their products was made through ATM service.

The general overview was indentified to be the most as followed; the customer relationship management, service quality perception and consumer’s benefits perception. Results of the path analysis consequently indicated that first, the customer relationship management directly influenced to the service quality perception. Second, the customer relationship management directly influenced to the consumer’s benefits perception. Third, customer relationship management directly influenced to the decision to purchase products. Fourth, the consumer’s benefits perception directly influenced to the decision to purchase products. Finally, the service quality perception directly influenced to the decision to purchase products. In addition, the customer relationship management indirectly influenced to the decision to purchase products through the service quality perception and the benefits perception.