Customer Journey Model for Pesticide-Free Vegetables and Longan from the Baan Pa-Hget-Tee Agricultural Group in Nong Phueng Subdistrict, Saraphi District, Chiang Mai Province, from the Farmers' Perspective
Keywords:
customer journey, pesticide-free vegetables, longan, Baan Pa-Hget-Tee agricultural groupAbstract
This research article aims to study and develop a customer journey model for pesticide-free vegetables and longan from the Baan Pa-Hget-Tee agricultural group in Nong Phueng Subdistrict, Saraphi District, Chiang Mai Province, from the Farmers' Perspective. The study adopts a participatory action research approach, with a target population of 20 farmers residing in Baan Pa-Hget-Tee. Data were collected through participatory workshops, during which structured questions were posed to the participants. Content analysis was employed for data interpretation. The findings reveal that the customer journey consists of five key stages: 1) Awareness - consumers learn about the products through local stores, Facebook, and word-of-mouth recommendations; 2) Consideration - they seek additional information by reading reviews or consulting friends; 3) Purchase - transactions occur through convenient channels, including physical stores or farms, with bank transfers or QR code scanning payments; 4) Repeat Purchase - customers repurchase when they perceive good quality and value, often ordering via Facebook with home delivery services; 5) Advocacy - satisfied customers share their experiences by posting photos on Facebook and LINE, fostering long-term brand relationships.
References
นุชจรี ทียะบุญ, วีระพันธ์ อะนันชัยธวัช, ธัญญารัตน์ ลิ้นฤาษี, รวิปรียา จิระนันทราพร, สันต์ฤทัย เจนสมบูรณ์, ทิพย์วรรณ์ ทนันไชย, วลัย ชัยมูล, แสงหล้า สุยะราช, จิรัฐกานดา จันที, วาสนา โยทัยเที่ยง และ วนิดา ปวนยา. (2568). การพัฒนารูปแบบการเป็นผู้ประกอบการและแนวทางเกษตรในเมือง ของชุมชนบ้านป่าเก็ตถี่ ตำบลหนองผึ้ง อำเภอสารภี จังหวัดเชียงใหม่. วารสารนวัตกรรมสังคมและการเรียนรู้ตลอดชีวิต, 19(1), 39-58.
รัฐการ บัวศรี และ อิสริยณี ฤทธิมาศ. (2564). แนวทางส่งเสริมการตลาดออนไลน์ของวิสาหกิจชุมชนเกษตรกรอินทรีย์ ภาคตะวันออกเฉียงเหนือ. วารสารการบริหารการศึกษา มมร.วิทยาเขตร้อยเอ็ด, 1(3), 22-32.
สำนักงานเกษตรและสหกรณ์ จังหวัดหนองคาย. (2568). บทความพิเศษ/เกษตรอินทรีย์ (Organic agriculture) ทางเลือก ทางรอด ของเกษตรกรไทย. สืบค้นจาก https://www.opsmoac.go.th/nongkhai-article_prov-preview-441291791851.
Aaker, D. A., and Moorman, C. (2023). Strategic market management. New York: John Wiley & Sons.
Abuhashesh, M., Abu Ajamieh, L.M., Omeish, F., Al Kurdi, B. (2025). The Impact of Social Media Influencers’ Interaction on Customer Journey. In: Hassanien, A.E., Rizk, R.Y., Darwish, A., Alshurideh, M.T.R., Snášel, V., and Tolba, M.F. (eds) Proceedings of the 11th International Conference on Advanced Intelligent Systems and Informatics (AISI 2025). AISI 2025. Lecture Notes on Data Engineering and Communications Technologies, vol 238. Springer, Cham. https://doi.org/10.1007/978-3-031-81308-5_35.
Archawaporn, L., and Leelasantitham, A. (2021). Managing Factors to Stages of the Online Customer Journey Influence on Brand Trust. Journal of Web Engineering, 20(5), 1429-1457.
Bansal, K. (2023). Customer experience: Creating value through transforming customer journeys. International Journal of Advances in Engineering and Management (IJAEM), 5(9), 715-725.
Bilro, R. G., Loureiro, S. M. C., and Souto, P. (2023). A systematic review of customer behavior in business-to-business markets and agenda for future research. Journal of Business & Industrial Marketing, 38(13), 122-142.
Calza, F., Sorrentino, A., and Tutore, I. (2023). Combining corporate environmental sustainability and customer experience management to build an integrated model for decision-making. Management Decision, 61(13), 54-84.
Damberg, S., Schwaiger, M., and Ringle, C. M. (2022). What’s important for relationship management? The mediating roles of relational trust and satisfaction for loyalty of cooperative banks’ customers. Journal of Marketing Analytics, 10(1), 3-18.
Dehaybe, H., Catanzaro, D., and Chevalier, P. (2024). Deep Reinforcement Learning for inventory optimization with non-stationary uncertain demand. European Journal of Operational Research, 314(2), 433-445.
Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of relationship marketing, 19(4), 287-308.
Fayed, A. E. (2024). Enhancing Brand Visual Identity for Addressing Digital Customers’ Pain Points: A Structural Equation Modeling Approach. Journal of Promotion Management, 30(2), 252-281.
Ferraz, R. M., Da Veiga, C. P., da Veiga, C. R. P., Furquim, T. S. G., and da Silva, W. V. (2023). After-sales attributes in E-commerce: A systematic literature review and future research agenda. Journal of theoretical and applied electronic commerce research, 18(1), 475-500.
Futonge Nzembayie, K., and Buckley, A. P. (2020). Entrepreneurial process studies using insider action research: Opportunities & challenges for entrepreneurship scholarship. European Management Review, 17(3), 803-815.
Gahler, M., Klein, J. F., and Paul, M. (2023). Customer experience: Conceptualization, measurement, and application in omnichannel environments. Journal of Service Research, 26(2), 191-211.
Grewal, D., and Roggeveen, A. L. (2020). Understanding retail experiences and customer journey management. Journal of retailing, 96(1), 3-8.
He, A. Z., and Zhang, Y. (2023). AI-powered touch points in the customer journey: a systematic literature review and research agenda. Journal of Research in Interactive Marketing, 17(4), 620-639.
Helouani, W. B. (2021). How Can Firms Effectively Use Technology in Customer Journey Management. Technology innovation management review, 11(7/8), 33-47.
Hollebeek, L. D., Urbonavicius, S., Sigurdsson, V., Arvola, R., and Clark, M. K. (2023). Customer journey value: A conceptual framework. Journal of Creating Value, 9(1), 8-26.
Hoyer, W. D., Kroschke, M., Schmitt, B., Kraume, K., and Shankar, V. (2022). Transforming the customer experience through new technologies. Journal of Interactive Marketing, 51(1), 57-71.
Key, T. M., Clark, T., Ferrell, O. C., Stewart, D. W., and Pitt, L. (2020). Marketing’s theoretical and conceptual value proposition: Opportunities to address marketing’s influence. AMS Review, 10, 151-167.
Kotler, P., and Keller, K. L. (2021). Marketing management (16th ed.). England: Pearson.
Mahmood, A., and Haider, S. Z. (2020). Relationship of advertising appeals, corporate reputation and brand advocacy: the mediation role of brand loyalty. LogForum, 16(2), 287-298.
Makaju, S., and Kurunju, K. (2021). A review on use of agrochemical in agriculture and need of organic farming in Nepal. Archives of Agriculture and Environmental Science, 6(3), 367-372.
Meilatinova, N. (2021). Social commerce: Factors affecting customer repurchase and word-of-mouth intentions. International Journal of Information Management, 57, 102300.
Miles, M. B., and Huberman, A. M. (1994). An expanded sourcebook qualitative data analysis (2nd ed.). Thousand Oaks, CA: Sage.
Ng, S. C., Sweeney, J. C., and Plewa, C. (2020). Customer engagement: A systematic review and future research priorities. Australasian Marketing Journal, 28(4), 235-252.
Nugraha, A. P., Mulyadi, M., and Suriani, S. (2024). Customer Journey Mapping: Understanding Consumer Behavior Digitally. Berajah Journal, 4(2), 327-336.
Okmeydan, C. K., and Özkan, I. (2021). Social Customer Journey Map: A Research on Communication Agencies. Türkiye İletişim Araştırmaları Dergisi, (44), 90-108.
Parizad, S., and Bera, S. (2023). The effect of organic farming on water reusability, sustainable ecosystem, and food toxicity. Environmental Science and Pollution Research, 30(28), 71665-71676.
Rasheed, R., and Rashid, A. (2024). Role of service quality factors in word of mouth through student satisfaction. Kybernetes, 53(9), 2854-2870.
Rundle-Thiele, S., Dietrich, T., and Carins, J. (2021). CBE: A framework to guide the application of marketing to behavior change. Social Marketing Quarterly, 27(3), 175-194.
Solomon, M. R. (2020). Consumer behavior: Buying, having, and being (13th ed). New Jersey: Pearson.
Tueanrat, Y., Papagiannidis, S., and Alamanos, E. (2021). Going on a journey: A review of the customer journey literature. Journal of business research, 125, 336-353.
Van Asselt, E. D., Arrizabalaga-Larrañaga, A., Focker, M., Berendsen, B. J. A., Van de Schans, M. G. M., and Van der Fels-Klerx, H. J. (2023). Chemical food safety hazards in circular food systems: A review. Critical Reviews in Food Science and Nutrition, 63(30), 10319-10331.
Xu, C., Park, J., and Lee, J. C. (2022). The effect of shopping channel (online vs offline) on consumer decision process and firm's marketing strategy. Internet Research, 32(3), 971-987.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Research and Development Journal, Loei Rajabhat University
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
ข้อความที่ปรากฎในวารสารฉบับนี้เป็นความคิดเห็นของผู้เขียนแต่ละท่าน สถาบันวิจัยและพัฒนา มหาวิทยาลัยราชภัฏเลย และกองบรรณาธิการ ไม่จำเป็นต้องเห็นด้วยและไม่มีส่วนรับผิดชอบใดๆ
สถาบันวิจัยและพัฒนา มหาวิทยาลัยราชภัฏเลย ขอให้ผู้อ่านอ้างอิงในกรณีที่ท่านคัดลอกเนื้อหาบทความในวารสารฉบับนี้
