ผลกระทบของการบริหารลูกค้าสัมพันธ์ที่มีต่อความจงรักภักดีของลูกค้า ของบริษัทนำเที่ยวในเขตกรุงเทพมหานครและปริมณฑล

Abstract

This research study aimed at investigating the impact of customer relationship management and customer loyalty of travel agencies in the greater Bangkok. The research tool was the questionnaire which was administered to 201 randomly selected executives of travel agencies in the Greater Bangkok.  F-test (ANOVA and MANOVA), a multiple correlation analysis, a simple regression analysis and a multiple regression analysis were used to analyze the obtained data.

                The results of the study was found that that

1. Executive of travel agencies in the Greater Bangkok agreed with having customer relationship management at high level both overall and in all of the following aspects : database, electronic, action and retention and. Also, they agreed with having customer loyalty at high level both overall and in all of the following aspects : makes regular repeat purchases, purchases across product and service lines, refers others and demonstrates and immunity to the pull of competition.
2. The entrepreneurs of travel agencies with different type of registration, different listed amounts of fund, different amount of employee and different operation working time agreed that their customer relationship management identical opinions both overall and in the aspects.

                The entrepreneurs of travel agencies with different type of registration, different listed amounts of fund, different amount of employee and different operation working time agreed that their customer loyalty identical opinions both overall and in the aspects.

1. According to analysis of the data in terms of relationships and effects, is showed that : (1) customer relationship management, data was correlated with and had positive effect on overall customer loyalty, refers others  (2) customer relationship management, electronic was correlated with and had positive effect on overall customer loyalty, demonstrates an immunity to the pull of competition  (3)  customer relationship management, retention was correlated with and had positive effect on overall customer loyalty, makes regular repeat purchases, purchases across product and service lines, refers others  And demonstrates an immunity to the pull of competition (4) customer relationship management, action  was uncorrelated with and had no effect on overall customer loyalty of travel agencies of the Greater Bangkok.

                In conclusion, customer relationship management has positive relationships and effect on customer loyalty. Therefore,  the entrepreneurs of travel agencies in the Greater Bangkok  could use information gained from this study to be applied in customer relationship management to improve strategy of marketing.  To build customer loyalty, if customers wish to service from travel agencies, they always think of our company.  As well as implement in building commercially competitive advantages of travel agencies in the future.