Communication for Customer Relations Management Case Study of Samutsakhon Football Club

Abstract

This research “Communication Strategies for Customer Relations Management Case Study of Samutsakhon Football Club” is qualitative research use in-depth interview with the responsible communication persons of Samutsakhon football club. The objective of research is to study the communication process in order to customer relations management.

            The result founded that Samutsakhon football club have the communication process for customer relations management of communication elements that 1) Sender; there are 2 characteristics of information disseminate 1.1) the sender as football club 1.2) the sender as leader of fans and representative of fans 2) Message; the football club have several contents design sends to fans such as language signal and symbol 3) Channel; the football club use communication channel to promote in main-stream media such as television, radio, newspaper and  alternative media such as online-society media, events and other. 4) Receiver; the football club separate the target 2 groups 1) main-target is the fans who following football club 2) secondary-target is the receiver who like and follow sports.