The Marketing Strategy Planning Though Appreciative Inquiry for Increasing Quantity of Customer Case Study Bekan Carwash Municicipality Mueang District Sakonnakhon Province

Abstract

Independent Study of The marketing strategy planning though appreciative inquiry for increasing quantity of customer case study Bekan Carwash municipality Muang district Sakon Nakhon province objective are discover positive experiences of car care customer apply appreciative inquiry and use data from this discovery for planning marketing strategy for increase quantity of Bekan Carwash customer. Usage appreciative inquiry in interview sample 60 people for discover positive experiences.  Segmentation are Bekan Carwash‘s customer 40 people and other car care’s customer in municipality Meung district Sakon Nakhon Province 20 people. And use information for analysis convergence and divergence. The use analysis with concept and theory include SOAR analysis, Marketing Mix for service (8Ps), Customer Relationship Management (CRM) and Cooperation Social Responsibility (CSR). Planning 3 marketing strategy include Cooperation Social Responsibility strategy, Increasing efficiency in services strategy and Promotion strategy. Result of operations are staff increase efficiency decrease time of services 15%-25%. Compare quantity of Bekan Carwash’s customer from January to August in 2014 and 2015 quantity increase every month 2.16-54.95%. So this marketing strategy planning can increase quantity customer of   Bekan Carwash