การบริหารลูกค้าสัมพันธ์บนสื่อสังคมออนไลน์ที่ส่งผลต่อความภักดีอิเล็กทรอนิกส์ ผ่านคุณภาพการบริการของสถาบัน สมาร์ท เบรน
Year: 2022
Type: article
Study design: Observational Study
Abstract: The purposes of the research were to study as follows. 1) The level of customer opinions toward online customer relationship management, service quality and electronic loyalty of Smart Brain Institute. 2) Online customer relationship management affects electronic loyalty. 3) Online customer relationship management affects service quality. 4) Service Quality affects electronic loyalty. 5) Online customer relationship management affects electronic loyalty toward the service quality of Smart Brain Institute. The sample group were 380 parents who consumed the service of Smart Brain Institute. The research instrument was a questionnaire. The statistics used to analyze data were percentage, mean, standard deviation, and the structural equation model techniques (Structural Equation Modeling: SEM) for data analysis. The study found the following. 1) The level of customers’ opinions toward online customer relationship management, service quality, and electronic loyalty was highly appreciated. 2) Online customer relationship management positively affects electronic loyalty. 3) Online customer relationship management positively affects service quality. 4) The service quality positively affects electronic loyalty. 5) Service quality is a passing variable in the relationship between online customer relationship management and electronic loyalty at a significant level of .01. The study results will benefit executives to apply in planning and formulate customer relationship management strategies to develop the service quality of Smart Brain institute and services that meet customers' needs. Besides, other tutoring institutes can use the findings to improve and develop business management to achieve effective management.
Authors: Uttasing, Yupawadee, Boonying, Sangthong
Institution: Rajamangala University of Technology Suvarnabhumi
Language: Thai
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7220202995