CUSTOMER RELATIONSHIP MANAGEMENT AFFECTING SATISFACTION AND CUSTOMER INTENTION TO PURCHASE OF TILAPIA IN CHACHOENGSAO PROVINCE

Abstract

           The objectives of this research were; 1) to study the level of customer relationship, affecting satisfaction, intention to purchase of tilapia 2) to compare personal factors affecting satisfaction and customer intention to purchase of tilapia classified by demographic factors 3) to test the influence of customer relationship , affecting satisfaction, intention to purchase of tilapia. The samples have 400 personals. The results of 1) the level of factor of customer relationship, sales, response, communications, customer database, affecting satisfaction, intention to purchase and customer satisfaction, all above are in high level side of result. 2) demographic factors of age, education, career, income of influence of affecting satisfaction in statistical significance .05 3) intention to purchase of tilapia, customer relationship customer relationship affecting satisfaction, intention to purchase of tilapia in statistical significance .05