Effectiveness of Customer Relationship Management and Perceived Service Quality that Affect Loyalty of Service Recipient and Logistics Operations Department of MM Sugar Factory in Suphanburi Province

Abstract

The research objectives as follows 1) To Study the effectiveness of customer relationship management, perceived service quality and loyalty of service recipient to use the logistics operations department MM Sugar factory in Suphanburi province. 2) To test the effectiveness customer relationship management that affect loyalty of service recipient to use the logistics operations department MM Sugar factory in Suphanburi province. 3) To test the perceived service quality that affect loyalty of service recipient to use the logistics operations department MM Sugar factory in Suphanburi province. The sample was 395 of service recipient to use the logistics operations department MM Sugar factory in Suphanburi province. The data were analyzed by using frequency, percentage, mean, standard deviation,  simple regression analysis and multiple regressing analysis statistics.

              The results found that 1) The opinion level towards the effectiveness customer relationship management, perceived service quality and loyalty were at a high level. When considering each aspect,
it was found that there were high levels of opinions in all aspects 2) The result of hypothesis test found that ; The effectiveness customer relationship management, technology, customer tracking influenced the loyalty. However, the customer relationship and customer feedback did not influenced the loyalty. 3) The perceived service quality influenced the loyalty. The finding of this study could be helpful for the sugar factory to produce customer relationship management in the long run for business continuity and other entrepreneurs are able to use and applied to guideline to improve and develop product management, including brands and services to enable efficient.