Perception to Customer Relationship Administration Strategy Affecting on Repurchase of Customer's Traditional Retiling Store in Wisetchaichan District, Angthong Province

Authors

  • Kesinee Malaijaroen Business Information Technology Rajamangala University of Technology Suvarnabhumi
  • Wasutida Nurittmont Faculty of Business Administration and Information Technology Rajamangala University of Technology Suvarnabhumi

Keywords:

Customer relationship administration, Repurchase, Traditional retiling store

Abstract

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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Published

2020-12-16

How to Cite

Malaijaroen เ. . ., & Nurittmont ว. . (2020). Perception to Customer Relationship Administration Strategy Affecting on Repurchase of Customer’s Traditional Retiling Store in Wisetchaichan District, Angthong Province. KKU Research Journal (Graduate Studies) Humanities and Social Sciences, 8(3), 165–177. Retrieved from https://so04.tci-thaijo.org/index.php/gskkuhs/article/view/247823

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Section

บทความวิจัย (Articles)