CUSTOMER RELATIONSHIP MANAGEMENT (CRM) AND CORPORATE SOCIAL RESPONSIBILITY (CSR) AFFECTING THE CORPORATE IMAGE OF THE GOVERNMENT HOUSING BANK NORTH BRANCH DOWNTOWN DEPARTMENT

Abstract

This research has the purpose of study 1). To study and compare the image of the Government Housing Bank classified by personal factors. 2). To study customer relationship management (CRM) that affects the image of the Government Housing Bank in Thailand and 3). To study social responsibility (CSR) that affects the image of the Government Housing Bank in Thailand. It is exploratory research. Tools used in this research It is an online questionnaire via Google Form. The sample group consisted of 400 customers of the Government Housing Bank in the lower northern region. Use a convenient and specific sampling method. The statistics used in the analysis were percentage, mean, and standard deviation. Comparison of mean t one-way test of variance and statistically found relationships between variables by multiple regression analysis. The results showed that 1). Most of the respondents were female, aged 31-40 years old, single status, and most of them had a bachelor's degree. State enterprise employee career and having monthly income less than or equal to 20,000 baht. 2). The relationship between the image of the Government Housing Bank and customer relationship management (CRM) in building customer database. Appropriate use of technology Customer relationship building program Regarding customer retention, it was found that customer relationship management (CRM) in terms of creating a customer database Customer creation program affecting the image of the Government Housing Bank in the lower northern region and from considering the value of R2 equal to 0.993 which can explain the variation of customer relationship management (CRM) that affects the image of the Government Housing Bank in the lower northern region by 99.30 percent and considering from the Adjusted R2 value equal to 0.992 indicating that the joint independent variable Together they can predict the image of the Government Housing Bank at 99.20 percent. 3). The relationship between the image of the Government Housing Bank and the social responsibility (CSR) in terms of consumer responsibility. Participation in community and social development. In terms of environmental preservation, it was found that social responsibility (CSR) in consumer responsibility. Participation in community and social development. Environmental preservation. affecting the image of the Government Housing Bank in the lower northern region and from considering the value of R2 equal to 0.964 which can explain the variation of social responsibility (CSR) that affects the image of the Government Housing Bank in the lower northern region by 96.40 percent and considering from the Adjusted R2 value equal to 0.964 indicating that the joint independent variable together predicted the image of the Government Housing Bank at 96.40 percent.