Customer Relationship Management Strategies among Fresh Coffee Shop Entrepreneurs in Bangkok Metropolitan Area
Keywords:
Customer relationship management strategy, fresh coffee shop , entrepreneur, customer relationshipAbstract
This research aimed to (1) identify the patterns of customer relationship management (CRM) strategies of fresh coffee shop entrepreneurs in Sathorn District, Bangkok, (2) compare the characteristics of CRM strategies of entrepreneurs by business size, and (3) analyze the correlation between CRM strategies and building customer relationships, referring to the conceptual framework of Lawson-Body & Limayem (2004), which consists of seven components: customer tracking, customer relationship, communication management, understanding customer expectations, empowerment, partnership, and personalization. The research method was qualitative using semi-structured interviews that were validated for content validity by five experts for the consistency of each question item with the definitions in the conceptual framework, with the average IOC index of the entire interview at 0.90. The data were collected from 21 fresh coffee shop entrepreneurs on a voluntary basis in Sathorn District, Bangkok, regarding business size (small, medium, large) using CRM strategies, and seven components on customer relationships building under study. The data were analyzed using content analysis through the ATLAS.ti program to identify main codes and sub-codes and to analyze structural and content linkage. The research found that small coffee shops emphasized closeness and flexibility in customer care, while medium-sized ones emphasized friendliness, the use of historical data, and proactive communication. Large coffee shops used full-scale CRM technology in terms of Big Data, AI, Omni-channel, and employee empowerment, as well as precise personalization, resulting in the ability to meet needs and build sustainable customer relationships. It was concluded that CRM strategies of fresh coffee shops differ according to business size, but all aim to build long-term customer relationships through appropriate strategies in the business context.
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