Customer Relationship Management for creating CustomersLoyalty to Products Crafted by Buddha Statue Casting Mills Located in The Bangkok Metropolitan Region.

Abstract

The objectives of this research were to study customer’s loyalty, customer relationship management (CRM) and the relationship between CRM and customer’s loyalty to products crafted by Buddha statue crafting mills located in The Bangkok Metropolitan region. The population sample included 400 customers who placed orders from the crafting mills. A three-section questionnaire (section l dealt with personal factors of the respondents, section 2 aimed at assessing their opinion on CRM- identifying customer’s need, maintaining good relationship with existing customers as well as safeguarding customer base and augmenting market share, section 3 aimed at assessing their loyalty – customer’s satisfaction, integrity, repetition of purchase, passing word of mouth) The Statistical tools used to analyze the data included frequency distribution, percentage, mean, standard deviation, and a correlation test using simple regression with Pearson Correlation Coefficient.

            The outcome of the research indicated that the overall scores on CRM, were high on a given rating scale; the factors ranking in descending order of significance were identifying customer’s need, maintaining good relationship with existing customers as well as safeguarding customer base, augmenting market share. Similarly, the overall scores on customer’s loyalty to the products, were also high. Scores on customer’s loyalty, in descending order of significance, were integrity, repeated purchase, passing word of mouth, and satisfaction. The Study of the relationship between CRM and customer’s loyalty revealed that factors denoting CRM were positively correlated to factors representing customer’s loyalty, namely, customer’s satisfaction and integrity at 0.01 level of significance.