Customer Relationship Management Customer Loyalty of Electronic Commerce Entrepreneur in Mueang District Phitsanuloke Province

Abstract

     This research aimed to study customer relationship management and Customer loyalty. In addition, this study examined the influence of customer relationship management on effect to Customer loyalty of Electronic Commerce Entrepreneur in Mueang District Phitsanuloke Province. Customer responsiveness on the business performance of electronic commerce in Thailand. A questionnaire was used to collect data from 215 electronic commercial entrepreneurs in in Mueang District Phitsanuloke Province. The data analysis was done using the statistics of percentage, mean, standard deviation, and correlation coefficient. The research hypotheses were tested by the analysis of simple regression and multiple regressions. The research have shown Customer Expectations average Factor was in higher level following Customer Prospection Factor Customer Relationship Management Factor and Interactive Management Factor. The research hypothesis have found Interactive Management Factor Customer Prospection Factor and Customer Relationship Management Factor were effected to Customer Loyalty of Electronic Commerce Entrepreneur in Mueang District Phitsanuloke Province. The percentage was 75. That was Interactive Management Factor is high significant. That modern technology support to more communication. And communication is convenience also reduce expense effect to electronic business have to adjust modern communication channel. The result of equation of prediction in raw scores of Customer Relationship Management affect to Customer Loyalty of Electronic Commerce Entrepreneur in Mueang District Phitsanuloke Province showed as follow. Y = 0.862 + 0.325 Interactive Management + 0.129 Customer Expectations + 0.13 Relation with Customer.