THE MAIN FACTORS IN CUSTOMER RELATIONSHIP MANAGEMENT ON SOCIAL MEDIA THAT AFFECT THE DECISION-MAKING PROCESS OF COMMUNITY ENTERPRISE TO BUY COMMUNITY PRODUCTS
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Abstract
This study aimed to investigate the influence of Social Customer Relationship Management (Social CRM) across three strategic dimensions of customer lifecycle, based on the framework of Kotler and Keller (2016), on the purchase decision process for community enterprise products in Udon Thani Province. Adopting a quantitative cross-sectional design, data were obtained from 400 participants selected through a multi-stage sampling procedure. The sampling process involved stratifying the population by district and community product category, followed by the purposive selection of members who actively use social media in their business operations. Data were analyzed using descriptive statistics and stepwise multiple regression to identify the relative contribution of each predictor. The findings indicated that Social CRM factors and purchase decision processes were perceived at a moderately high level (with means ranging from 3.41 to 3.48 on a 5-point Likert scale). Customer retention ( = 0.383), customer win-back (
= 0.251), and customer acquisition (
= 0.206) significantly predicted the purchase decision process (p < 0.01), jointly accounting for 16.3% of the variance (Adjusted
= 0.163).
This refleced that external factors beyond the three-dimension framework—such as brand trust, product quality, community image, and social capital—should be investigated in future studies. Furthermore, the findings provided strategic recommendations for prioritizing Social CRM dimensions within the context of a grassroots economy and the cultural identity of the community.
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References
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