Corporate Image Factors and Customer Relationship Management Factors Affecting Loyalty of Members of an Agricultural Cooperative in Suphanburi Province

Abstract

The objectives of this research were to study the opinion level about corporate image factors, customer relationship management factors, and loyalty of the members of an agricultural cooperative in Suphanburi province, and to study the corporate image and customer relationship management factors that affected loyalty of the members of an agricultural cooperative in Suphanburi province. The sample which consisted of 357 members of an agricultural cooperative in Suphanburi province was selected using accidental sampling. The research instrument was the questionnaire. The statistics used for data analysis were frequency, percentage, mean, standard deviation, and multiple regression analysis. The research results showed that, overall, the opinion about corporate image factors and loyalty was at the highest level. Meanwhile, in aspect of customer relationship management factors, the opinion was at a high level. The hypothesis testing found that corporate image factors such as reputation, physical environment, and service affected the loyalty of the members of an agricultural cooperative in Suphanburi province with the predictive power of 51.90 percent. Also, customer relationship management factors such as customer tracking, relationship with customers, understanding customers’ expectation and specification affected loyalty of the members of an agricultural cooperative in Suphanburi province. The predictive power scored 57.50 percent at a statistical significance level of 0.05.