THE DEVELOPMENT STRATEGIES OF CUSTOMER RALATIONSHIP MANAGEMENT IN ELECTRICAL APPLIANCE IN BANGKOK AND METROPOLITAN

Abstract

          The objectives of this research article were to 1) study customer relationship management in the electrical appliance industry in Bangkok and Metropolitan, 2) study customer relationship management strategies in the electrical appliance industry, and 3) study the guidelines for developing customer relationship management strategies in the electrical appliance industry. This research is an integrated research, use quantitative and qualitative methods techniques. By conducting in - depth interviews with 5 key informants and collecting data by using questionnaires with electrical industry operators in Bangkok and metropolitan by using the formula to calculate the sample group. The exact population is unknown, the sample size was 385 people. Data were analyzed using descriptive statistics: frequency, percentage, distribution average, standard deviation and analyze the data using inferential statistics. To test the hypothesis with statistical value of one way ANOVA. The results found that 1) Customer relationship management in the electrical appliance industry business. It is of great importance. Which has an average of 3.98, is the first thing that creates added value for customers to know. 2) The development of customer relationship management strategies for the electrical appliance industry business overall, it is of great importance with an average of 3.53, the first being the creation of a customer database and 3) guidelines for developing customer relationship management strategies in the electrical appliance industry: 1) showing brand vision 2) having expertise 3) creating KPI measurements for the customer service department 4) prevails with privileges and 5) regularly conducts customer satisfaction surveys.