RELATIONSHIP MARKETING: A CASE STUDY OF A SECURITY SYSTEM SALES AND SERVICES IN NAKHON PATHOM PROVINCE

Abstract

            The objectives of this research were 1) to study relationship marketing management in business case studies, 2) to survey customers' opinions on relationship marketing management and intent to introduce new customers, and 3) to suggest improvements in relationship marketing management of the business in case study. The research methods consisted of interviews with two executives, who were top business executives, and handing out questionnaires to a sample of 200 customers, the researcher set a sample size of 200 equal to the total number of customers as a specific sample selection. The respond rate
was 100%, and the test of questionnaire consistency index was 1.00 and the questionnaire was tested with a confidence value of 0.92. The statistics used in the research consisted of: frequency and percentage, the non-parametric statistics-Chi-squared Test of Association was used in the research.

        The research found that 1) the interviews with the top executives of the business, it can be concluded that the management has set three operational guidelines, namely, social activities with customers focusing on giving customers a good experience from being a customer of the business; continuous study the needs of customers in order to improve the service and; serving customers beyond their expectations; 2) the customer survey found that 75% of people agree and strongly agree they intend to refer new customers to their business. As for their opinions on different activities, 60% found it helpful. In terms of ongoing customer needs study activities, 70% agreed and strongly agreed that it was useful. For service that exceeded customer expectations, 56% agreed and strongly agreed. The study of the relationship between activities with the intention of introducing new customers;
Social activities with customers and continuous monitoring of customer needs were statistically correlated with p<.05, but the serving customer beyond expectations was found to be unacceptable, p>.05 and; 3) suggestions to improve business relationship marketing management, management should provide service quality training for employees who serving residential customer and should always be rewarded based on the results of customer service quality surveys.