การบริหารลูกค้าสัมพันธ์ที่มีอิทธิพลต่อการสร้างความภักดีของลูกค้า ในการซื้อเครื่องประดับจิวเวลรี่ ในจังหวัดกรุงเทพมหานคร

Sureerat Chodchoy; Siam Prasertkul; Phetcharat Jinnupong

Authors

Sureerat Chodchoy Specialist, Performance, HR & Communication, Pandora Production Co. Ltd.
Siam Prasertkul Lecturer Dr., Faculty of Business Administration for Society, Srinakharinwirot University
Phetcharat Jinnupong Asst. Prof. Dr., Faculty of Business Administration for Society, Srinakharinwirot University

Keywords:

Product quality, Customer satisfaction, Customer loyalty, Trust, Customer Relationship Management

Abstract

In this dissertation, the researcher studies (1) product quality, customer satisfaction, trust, and customer loyalty in the purchase of jewelry in Bangkok, Thailand; (2) the influence of product quality, customer satisfaction, and trust on customer loyalty; and (3) the moderating effects of customer relationship management on changes in the relationships between customer satisfaction and customer loyalty and between trust and customer loyalty.

A quantitative research design was employed, using a structured questionnaire to collect data from 400 customers who had purchased jewelry from shopping malls in Bangkok that housed at least 20 jewelry retailers. This sampling approach ensured adequate representation of consumer purchasing behavior in the jewelry market. The data were analyzed using appropriate statistical techniques to test the proposed relationships among the study variables.

The results show that all latent constructs product quality, customer satisfaction, and trust exhibited high mean values, indicating favorable consumer evaluations in the jewelry purchasing context. The positive associations among these constructions provide empirical support for the central role of product quality and customer experience in driving customer satisfaction and reinforcing trust toward the product.

In addition, the analysis reveals that customer relationship management (CRM) exerts a statistically significant influence on the relationships between customer satisfaction and customer loyalty, as well as between trust and customer loyalty. CRM plays a reinforcing role by strengthening these relationships. Moreover, the findings suggest a conditional direct effect of CRM, whereby higher levels of effective and continuous CRM practices enhance the strength of the associations between customer satisfaction and customer loyalty, and between trust and customer loyalty. These results underscore the critical importance of CRM in fostering and sustaining long-term customer loyalty.

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