Customer Relationship Management Strategy of Mae Plusri Tian-Kaew Thai Dessert, Tambon Khok Phra, Amphoe Kantharawichai, Maha Sarakham Province

Abstract

          The purpose of this research was to 1) to analyze the current situation concerning the customer relationship management strategy of Mae Plusri Tian-Kaew Thai Dessert 2) to study the customer relationship management strategy of Mae Plusri Tian-Kaew Thai Dessert and 3) to develop a customer relationshipmanagement strategy for Mae Plusri Tian-Kaew Thai Dessert. The mixed method research design was used in this study. The tools used to collect data were interview forms and questionnaires. The findings were as follows: 1) Good customer relationship management with current customers is candy glass is not enough to meet the needs of customers. Attracting old customers with customer relationshipmanagement is the only one. Finding new customers with customer relationship management is no middleman difficult to distribute. 2) The customer relationship management strategy of Mae Plusri Tian-Kaew Thai Dessert was at the high level.(  = 4.31, S.D = 0.32) and 3) The guideline for the development of customerrelationship management strategy of Mae Plusri Tian-Kaew Thai Dessert is the discount for regular customers. There are activities during the festival with customers. Advertising through online media. There are promotions for the festivals.