Developing LINE BOT to Enhancing Customer Relationship Management of Local Community Enterprise in Khlong Khuean District, Chachoengsao Province

Abstract

This research aimed to: 1) Study customer relationship management (CRM) factors affecting online purchasing decisions for community enterprise products; 2) Develop an intelligent LINE BOT system for CRM in Khlong Khuean Subdistrict community enterprises, Chachoengsao Province; and 3) Assess satisfaction with the developed innovation. The study used action research methodology with the PAOR cycle. The sample comprised 400 customers interested in community products. Key informants included two district agricultural officers and one community enterprise group chairperson. Research tools were questionnaires, interviews, the LINE BOT system, and satisfaction surveys, validated by business and technology experts. Data analysis used descriptive methods and statistics including percentage, mean, standard deviation, and multinomial logistic regression.

          Findings: 1) CRM factors influenced online purchasing decisions for community enterprise products; 2) The LINE BOT system's appropriateness was rated highest (mean 4.67, SD .577); 3) Satisfaction with the LINE BOT system was high (mean 4.37, SD .475).