Customer Relationship Management that Affect the Competitive Advantage of the Thai Massage Business in Samutsakhon Province

Abstract

This article aims to 1) study customer relationship management in terms of building a new customer base. customer retention Customer interaction in responding to customer needs 2) to study customer relationship management that affects the competitive advantage of the Thai massage business. in Samut Sakhon Province The research model is quantitative research. The population and the sample were Thai massage business owners. In Samut Sakhon province, there were 184 shops using the purposive selection method. The research tools were questionnaires. Data were analyzed using Basic Statistics and Parameter Reference Statistics Finding the correlation coefficient to study the relationship and direction between two variables and simple regression analysis. and multiple regression analysis to analyze customer relationship management The results showed that.

1. Customer relationship management Overall, it was at a high level, namely, in terms of responding to customer needs. New customer base building customer retention Customer interaction and customer classification.

2. The level of competitive advantage of the Thai massage business in Samut Sakhon Province Overall, the average was at a high level. When considering each aspect, it was found that the average was at a high level in all aspects. Ranked in descending order of average, namely customer response, followed by cost leadership. the aspect of focus and differentiation.

From this research Thai massage business operators and other types of service businesses should conduct business with consistent service standards. impress customers Cultivate and train employees to love service and use information technology to maximize business benefits.