Model Customer Relationship Management of Modern Trade Retail Business

摘要

The purposes of this paper were to examine the model customer relationship management of modern trade retail business. The target groups were shoppers and members in 6 modern trade stores; Tesco Lotus, Big C, Tops Supermarket, Central Department Store, The Mall, and Home Fresh Mart, in which were total amount of 1,200 persons. The researcher used Multi-Stage-Sampling to collect all data by using questionnaires during September to October 2015 and received 1,200 copies back. Besides, the researcher analyzed the result by using Structural Equation Modeling: SEM. According to this research, IT and Marketing were affected directly to the Capability of Customer Relationship Management, but the knowledge management was not affected directly to the Capability of Customer Relationship Management. However, the Capability of Customer Relationship Management was affected directly to the result of organization management. The knowledge management and Marketing were affected directly to the result of organization management, but IT was not affected directly to the result of organization management. In addition, the result of organization management was affected indirectly from IT and Marketing that corresponded with the research assumption which was specified. But the result of organization management was affected indirectly.