CUSTOMER RELATIONSHIP MANAGEMENT THAT AFFECTS CORPORATE CUSTOMER LOYALTY TO INTERNET SERVICE NATIONAL TELECOM PUBLIC COMPANY LIMITED

Abstract

Objectives of this research were: 1. To study opinions on customer relationship management and corporate customer loyalty to internet service of National Telecom Public Company Limited and 2. To study customer relationship management that affected corporate customer loyalty to internet service of National Telecom Public Company Limited, conducted by the quantitative research. The sample consisted of 350 corporate customers to internet service selected by simple random sampling. The instrument used was a questionnaire. The statistics used in the analysis were frequency, percentage, mean, standard deviation and multiple regression analysis. The research results were found that opinion level of customer relationship management and corporate customer loyalty to internet service of National Telecom Public Company Limited, by overall was at high level.

The hypothesis testing results were found that customer relationship management by building relationship with customers, listening to customer feedback, personalization, customer retention and suggesting useful services that. affected corporate customer loyalty to internet service of National Telecom Public Company Limited. The predictive power of loyalty was at 80.70 percent.