FACTORS AFFECTING CUSTOMER RELATIONSHIP MANAGEMENT TO INCREASE THE EFFICIENCY OF COMMUNITY ENTERPRISES

Wareeya  Khlungsaeng; Yenjit  Kongpa; Ekgnarong  Vorasiha; Jiraporn  Boonying

Wareeya Khlungsaeng Suan Sunandha Rajabhat University, Thailand
Yenjit Kongpa Suan Sunandha Rajabhat University, Thailand
Ekgnarong Vorasiha Suan Sunandha Rajabhat University, Thailand
Jiraporn Boonying Suan Sunandha Rajabhat University, Thailand

Abstract

This research aimed to study the factors that affect customer relationship management. The sample used in this study was 400 tourists. Tools used to collect data is a questionnaire. The statistics used were percentage, mean, and standard deviation. The research results showed that most of the respondents were female, 254 people, representing 63.5 percent. And 146 males, representing 36.5 percent, In terms of age, it was found that most were aged between 20-29 years, 140 people, representing 35.0 percent. Regarding their status, most of them were married, 255 people, representing 63.8 percent. In terms of education, it was found that most of them had a bachelor’s degree or equivalent 242 people, representing 60.5 percent. In terms of occupation, it was found that most of them were civil servants / government employees. 125 people, representing 31.3 percent with an average monthly income of more than 25,000 baht, 115 people accounted for 28.8 percent. By considering the factors according to the 4 components, Database. Factors according to the 4 components are 1.Database at a high level (????̅ =4.06) 2. Electronics at a high level(????̅ = 4.18) 3. Action at the highest level (????̅ = 4.26) 4. Retention at a high level (????̅ = 3.94)