Customer Relationship Management that Affects Grocery Store Customer Loyalty in the Mueang District Lampang Province
Keywords:
Customer Relationship, Management Customer loyalty, Grocery StoreAbstract
The purpose of this research is to study customer relationship management that affects the loyalty of grocery store customers. In Mueang District, Lampang Province. The sample group used in this study was the general public in Mueang District, Lampang Province. The research instrument is a questionnaire. Data were analyzed using statistics, including mean, standard deviation and multiple regression analysis. The results of the study found that opinions regarding customer relationship management at a high level (=4.19). Consider each aspect in order of average values from highest to lowest as follows: building relationships with customers (=4.37), understanding expectations (=4.33), communicating with customers (=4.28), presenting Recommend useful services (=4.11), listen to opinions (=4.05), and follow up with customers (=4.02). Customer management is related to the loyalty of grocery store customers influence each other at a moderate level. The coefficient on loyalty of grocery store customers is 0.197. The loyalty of grocery store customers depends on customer relationship management at 19.70 percent. Therefore, the influence of customer relationship management in terms of understanding expectations the most impact. Second in customer tracking communication with customers and building relationships with customers. This affects the loyalty of grocery store customers significant at the 0.05 level.
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