Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 30127
Customer Relationship Management on Social Media Affecting Brand Loyalty of Siam Commercial Bank in Bangkok

Authors: Charawee Butbumrung

Abstract:

The purpose of this research was to study customer relationship management on social media affecting brand loyalty of Siam Commercial Bank in Bangkok. The statistics used in data analysis were frequency, mean, standard deviation, and Pearson’s correlation coefficient based on social science statistic program. The result of the study found that the majority of the respondents were female, 37–47 years old of age, bachelor degree of education and monthly income between 10,001 and 15,000 Baht. In addition, customer relationship management in the overall and by each aspect of formulating, maintaining, and extending the customer relationship had a high score. Furthermore, the result of hypothesis testing showed that the difference of the customer’s age, education, occupation, average monthly income had the difference in brand loyalty with the statistical significance level of 0.05 and customer relationship management had related with brand loyalty in the same direction with the low level of statistical significance 0.05.

Keywords: Brand loyalty, customer relationship, management, Siam Commercial Bank, social media.

Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1129850

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 392

References:


[1] www.scb.co.th/th/news/2015-04-23/nws-zocial -award-2015, search on 23 May 2015.
[2] Kotler P. “Marketing Management” 11 th ed. Singapore: Prentice-Hall. 2003.
[3] Mullika T. and et.al. “Customer relationship management. Bangkok: Exportnet. 2002.
[4] Charin T. “The financial markets and financial institutions” Bangkok: se-education. 2004.
[5] Chienjit J. “Customer relationship management” Bangkok: Love and life, 2003.
[6] Patcharin P. “Customer relationship management and administrative factors that affect customer loyalty Thanachart Bank Public Company Limited in Bangkok” Master of Business, Srinakharinwirot University. 2007.
[7] Schiffman, Leon G; & Kanuk, Leslie Lazar. “Consumer Behaviors” New Jersey: Prentica Hall. 2000.
[8] Zikmund W.G., Mcleod R., and Gilbert F.W. “Customer relationship management-integrating marketing strategy and information technology” Hoboken: Wiley, 2003.
[9] Oliver, R. L. “Whence consumer loyalty” Journal of Marketing, 63, 33-44, 1999.
[10] Chienjit J. “Customer Relation Management” Bangkok: Tipping Point, 2001.
[11] Somphol Y. “Customer relationship management is to provide high-speed Internet service, TOT Public Company Limited, in exchange Lampang” Master of Business, Lampang University. 2008.
[12] Chanthana S. “The clothing brand loyalty of consumers in Bangkok” Master of Business, Srinakharinwirot University. 2006.
[13] Chawiwan P. and Kwunkamol D. “Impacts of Customer Relationship Management and Customer Experience Management on Brand Equity in the Credit Card Business” Suranaree J. Soc. Sci. Vol. 4 No. 2; December 2010.