Effectiveness of Customer Relationship Management and Customer Trust on Service Quality Affecting the Customer Loyalty on Private Vehicle Inspection Service in Phra Nakorn Si Ayutthaya

Abstract

The purposes of this research were: 1) to study the effectiveness of customer relationship management influence the customer trust on service quality on private vehicle inspection service in Phra Nakorn Si Ayutthaya 2) to study the customer loyalty influence the customer trust on service quality on private vehicle inspection service in Phra Nakorn Si Ayutthaya. 3) to study the effectiveness of customer relationship management influence the customer loyalty on private vehicle inspection service in Phra Nakorn Si Ayutthaya. The samples in this study were 325 Banpan private vehicle inspection service’s customers in Sena district, Phra Nakorn Si Ayutthaya province. The data were analyzed by using frequency, percentage, mean, standard deviation and Multiple Regression Analysis.

The results found that the opinion levels on effectiveness of customer relationship management in overall and each aspect was found that the customer engagement, customer hearing, customer suggestion, customer retention and customer prospecting were at the high level. The opinions level toward the customer trust on service quality was found at highest level in overall. The opinions level toward the customer loyalty was found at high level in overall.

The result of hypothesis test found that the effectiveness of customer relationship management in customer suggestion, customer retention and customer prospecting were influenced the customer trust on service quality. However, the customer engagement and customer hearing were not influenced the customer trust on service quality. The customer trust on service quality were influenced the customer loyalty. The effectiveness of customer relationship management in customer engagement, customer suggestion, customer retention and customer prospecting were influenced the customer loyalty however, the customer hearing were not influenced the customer loyalty.