Perception to Customer Relationship Administration Strategy Affecting on Repurchase of Customer's Traditional Retiling Store in Wisetchaichan District, Angthong Province
Keywords:
Customer relationship administration, Repurchase, Traditional retiling storeAbstract
The purposes of this research was to study the perception to customer relationship administration strategy affecting repurchase of customer’s traditional retiling store in Wisetchaichan District, Angthong Province. a sample was selected from repurchase of customer's traditional retailing. The sample was 385 consumers by purposive sampling. The hypotheses were tested by multiple regression analysis. The result of study found that the perception to customer relationship management strategy consist customers relations and customer expectation understanding which positively affected repurchase of customer. For interactive communication management, it did not affect repurchase of customer, meanwhile, personalization negatively affected repurchase of customer. The results of this study can be used as a guideline to determine customer relationship management strategy in traditional retailing stores.
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