ความคิดเห็นของลูกค้าธุรกิจในอำเภอเมืองลำปางต่อการจัดการลูกค้าสัมพันธ์ของธุรกิจจำหน่ายส่วนผสมอาหาร

Abstract

In the food ingredient distributors industry nowadays, the B2B customers’ ehaviors regarding selecting shop and purchasing products was considered by price. This caused the business owner to compete with each other regarding price, which could affect the profit of the business. Furthermore, most shop did not have customer relationship management with the customers. Therefore, there was no factors indicated that the customers had the royalty brand. Moreover, according to CRM concept, the customers who received high satisfaction would care less about price, and create royalty brand toward that business. Therefore, the purpose of this independent study was to study the opinion of business customers in Mueang Lampang District towards customer relationship management of food ingredient distributors. The questionnaire was used to collected data, and descriptive statistics as frequency, percentage and mean were used to analyze the data. The study revealed that the respondents were women, age between 21 – 30 years, educated at bachelor degree level, and mostly worked in coffee, bakery, and ice-cream shops. The duration for running business was more than 5 years. Most of the respondents purchased the food ingredient distributors from Rungkit Company. The respondents chose the brand/kind/price by themselves. The factor affect the using of service for the first time was the variety of the products. The member registration that the respondents were interested in the most were giving member card without conditional fee and receiving collecting points without showing member card. The most interesting privilege in collecting points was receiving discounting. For contacting and proving information to the customers, the customers gave the importance to alerting the price ahead approximately 1 – 2 weeks through letters, advertisement, or calling. The old members gave the importance to the various ways of how to purchase products because it provided convenience to the customers. For maintain the relationship with the customers, the best starting point was the friendly staffs who made the customers feel warm. The staff was one of the important keys that persuaded the customers to use the service. For the customer development, the first significant thing was classifying the customers from the collecting year by year. The customers also added that the sale order should be cut yearly. The result of this study would be beneficial to food ingredient distributors company regarding customer relationship management in order to attract customers in the long term and be able to compete with the business competitors.