กลยุทธ์และประสิทธิผลการบริหารงานลูกค้าสัมพันธ์ขององค์กรผู้ให้บริการเครือข่ายโทรศัพท์เคลื่อนที่

Abstract

The objectives of this research is to examine 1.) Customer Relationship Management strategies, PR tactics and PR tools used to support customer relationship management strategies in mobile network providers 2.) the customer satisfaction in customer relationship management to mobile network providers ,and 3.) the relationship between customer satisfaction in customer relationship management and customer loyalty to mobile network providers. Based on qualitative and quantitative methodologies, the research is divided into three parts, the in-depth interviews of customer relationship management of three target providers, supplemented by relevant documental analyses, focus group of three provider’s customers and a survey research with 420 samples who are customers of those providers. The results demonstrate that 1.) the target providers implement several sub customer relationship management main strategies. Three of the most frequently used are customer retention, customer acquisition and customer win-back strategy. The PR strategy is customer centric with direct approach. The PR tools used are publicity (press release and photo release), direct mail, new media and special events, 2.) the customer satisfaction with customer relationship management are touch point service and discount program, and 3.) customer satisfaction with customer relationship management is significantly and positively related to customer loyalty to mobile network providers.