CUSTOMER RELATIONSHIP MANAGEMENT AFFECTED THE PURCHASING DECISION TO USE SERVICES AT AA RESTAURANT IN BANGKOK

Abstract

The purposes of this research were 1) to study the level of customer relationship management (CRM) and the level of the purchasing decision to AA Restaurant. 2) to study the CRM affecting the purchasing decision of AA Restaurant. This is the quantitative research. The sample group was 181 customers of AA Restaurant. The research instrument used for the data collection was questionnaires. In data analyzing process, this research used descriptive statistics for percentage, mean, standard deviation and analytical inferential statistics through multiple regressions. The findings showed that the sample group had their overall opinions on the level of the CRM at a high level and the level of the purchasing decision to use services at the highest level. The findings also found that the CRM, factors such as customer follow-up, relationship building with customers and understanding customer expectations also significantly influence purchasing decision at AA restaurant, with statistical significance at the 0.05 level. However, communication management does not significantly affect the purchasing decision to use the services at AA restaurant, Bangkok.