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Customer Relationship Management Capability and Marketing Survival |
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| รหัสดีโอไอ | |
| Creator | Rattanaporn Saelee and Prathanporn Jhundra-indra and Kesinee Muenthaisong |
| Title | Customer Relationship Management Capability and Marketing Survival |
| Publisher | AJMI |
| Publication Year | 2559 |
| Journal Title | ASEAN Journal of Management and Innovation |
| Journal Vol. | 3 |
| Journal No. | 1 |
| Page no. | 22-35 |
| Keyword | Customer Relationship Management Capability (CRMC), Service Creativity (SCA) , Service Innovation (SIN) , Service excellence (SEC) , Service Competitiveness (SCP), Marketing Survival (MSV), M31. |
| ISSN | 2351-0307 |
| Abstract | This research aims to develop a conceptual model of customer relationship management capability (CRMC) which helps to broaden the understanding of CRMC and its role in enhancing business service outcomes and marketing survival. The results were derived form 122 beauty clinics in Thailand. The hypothesized relationships among variables are examined by using ordinary least square (OLS) regression analysis. The results suggested that some dimensions of CRMC (customer database value, customer learning continuity, and customer based participant) were a positive influence on service outcomes. Furthermore, customer communication channel was a negative influence on service outcomes and service competitiveness had a positive influence on marketing survival. In addition, this model provides the clearer understanding of CRMC in business value perspectives. Importantly, marketing manager could apply the result to improve CRMC of a firm to enhance service outcomes and marketing survival. |
