Customer Relationship Management Organization Image Customer Trust and Customer Loyalty on Honda Car Service Centers in Thailand

Abstract

The purposes of this research were to study the customer relationship management, customer trust and customer loyalty on Honda car service centers, and to examine the influencing of customer relationship management toward organization image as well as examine the influencing of organization image toward customer trust and customer loyalty, and to examine the influencing of customer trust toward customer loyalty on Honda car service centers Thailand. The samples in this study were 109 customer relationship executives of Honda car service center Thailand. The results found that the opinions level toward the customer relationship management in overall and each aspect of customer identifying, customer differentiation, customer interaction, individual customer response and customer retention were at a high level. The opinions level toward the organization image, customer trust and customer loyalty were at a high level. The result of hypothesis test found the customer interaction and customer retention were influenced to organization image. The customer identifying, customer differentiation and individual customer response were not influenced to organization image. The organization image was influenced to customer trust. The findings of this study, the executive could be utilized to develop the customer relationship management more efficiency.