การบริหารความสัมพันธ์กับลูกค้าขององค์กรธุรกิจไทย

Abstract

The objective of this research is to examine 1) the use of Customer Relationship Management (CRM) in Thai business organizations 2) the PR tactics and PR tools used to support CRM strategies in Thai business organizations, and 3) the relationship between customer satisfaction in CRM and customer loyalty to Thai business organizations. Based on qualitative and quantitative methodologies, the results demonstrate that 1) The selected companies implement several CRM strategies. The most frequent strategies used are customer value-added strategy, strategy partners strategy, club marketing strategy, lifestyle marketing strategy and one-on-one marketing strategy. CRM tactics used include discount programs, special services, special events/ activities and loyalty programs 2) PR tactics used by selected companies are publicity, PR media production, events/activities and theme-based competitions. The PR tools are press release, photo release,  magazine, direct mail, website, e-magazine, e-mail, sms and the social network 3) Customer satisfaction with CRM is significantly and positively related to their loyalty to these business organizations.