ความคิดเห็นของลูกค้าธุรกิจต่อกิจกรรมลูกค้าสัมพันธ์ของห้างหุ้นส่วนจำกัด เถินพัฒนกิจ อำเภอเถิน จังหวัดลำปาง

Abstract

Regarding to Thoen Pattanakit Limited Partnerships had got a lot of customers cause the problem for taking care of the customers thoroughly. Especially problem, although Thoen Pattanakit Limited Partnerships had tried to give the presents occasions to both retail and wholesale customers, but Thoen Pattanakit Limited Partnerships did not get any feedback from their satisfactions. It was also difficult to access and for understanding to differential customers' wants in each groups and areas. Then researcher realized that Thoen Pattanakit Limited Partnerships unable to awareness of customers' satisfactions, it may be cause of further problem such as decreasing of sale volume, or market sharing. Therefore, the purpose of this independent study was to study the opinion of business customers towards customer relationship management activities of Thoen Pattanakit Limited Partnership, Lampang District. The questionnaire was used to collected data, and descriptive statistics as frequency, percentage and mean were used to analyze the data. Most of the respondents were business owners and informant, who were single, age between 41 – 50 years, educated under upper secondary level. The characteristic of the shop was retail shop. The respondents had become the costumers for more than 3 – 4 years. The frequency for ordering the products was more than 3 times per week. The amount of the order was lower than 500 bags. The opinions of business costumers toward customer relationship activities of Thoen Pattanakit Limited Partnership, Lampang District, was agree with the process of the 4 steps of CRM. The first agree factor of each steps were distinguished as followed: The identity such as allowing the company to keep profile record such as name, birth date, and status in order to improve customer relationship service. The differentiae such as allowing more privileges to the customers who purchased the large amount of the products. The interact such as contacting and providing information through phone. The customize such as receiving faster delivery than general costumers. From this study, it provides ways and methods of how to manage customer relationship management of Thoen Pattanakit Limited Partnership, Lampang District in order to promote brand loyalty, and to improve and develop the customer relationship management so that the customers would receive highest satisfaction.