Abstract
The purposes of this paper were to examine the model customer relationship management of modern trade retail business. The target groups were shoppers and members in 6 modern trade stores; Tesco Lotus, Big C, Tops Supermarket, Central Department Store, The Mall, and Home Fresh Mart, in which were total amount of 1,200 persons. The researcher used Multi-Stage-Sampling to collect all data by using questionnaires during September to October 2015 and received 1,200 copies back. Besides, the researcher analyzed the result by using Structural Equation Modeling: SEM. According to this research, IT and Marketing were affected directly to the Capability of Customer Relationship Management, but the knowledge management was not affected directly to the Capability of Customer Relationship Management. However, the Capability of Customer Relationship Management was affected directly to the result of organization management. The knowledge management and Marketing were affected directly to the result of organization management, but IT was not affected directly to the result of organization management. In addition, the result of organization management was affected indirectly from IT and Marketing that corresponded with the research assumption which was specified. But the result of organization management was affected indirectly.
Highlights
The retail and wholesale business in Thailand is essential to the national economy
The aforementioned theory states that management resulting from the integration of duties, activities and management and strategic planning composed of the input stage, conversion or transformation stage, output stage and feedback can be used to benefit analysis while improving the input stage and examination results with consideration given to external environment in adaptation of models of improvement in the customer relationship management skills of modern traders
Customer Relationship Management The researcher has summarized the meaning and/or the definition of a customer relationship management is the strategy which focuses on building relationship between business and customers to leverage the strong long-term relationship and maintaining customer relationship, in order to respond to the personal or organizational satisfactions, to build the loyalty, to maintain existing customers, and to introduce new customers which lead to the ability to make a good profit
Summary
The retail and wholesale business in Thailand is essential to the national economy. Apart from generating high revenue second only to the industrial sector, these businesses provide the third highest employment rate after the agriculture and service sectors. Retail business is an economic activity involved in driving the overall economic and social development processes of the country as the driving force behind improvements in people’s living standards and quality of life. It acts as a medium for the gathering and distribution of goods from manufacturers to consumers (Institute of Small and Medium Enterprise Development (ISMED). It has been found that one of today’s key problems and barriers to operating a retail business in Thailand is the country’s economic situation, which still has not recovered from the slowdown in 2013-2014 This is combined with high level of uncertainty surrounding global economic growth, low agricultural product prices, high household debts, increased production costs and rising living costs such as higher labor, fuel, energy and transportation costs (Economic and Business Projection Center, 2014-2015). (2012), Molan Kim et al (2012), Majidul Islam et al (2012), H.Y. Lam et al (2014) and Dennis Herhausen and Marcus Schögel (2014)
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