Customer Relationship Management And Customer Loyalty Influencing Supply Chain Performance Of Beverage Manufacturers In Thailand

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Phichet Netsawang and Preecha Wararatchai

Abstract

This research aims to 1) survey the levels of customer relationship management (CRM), customer loyalty (LOY), and supply
chain performance (SCP), 2) to examine the direct effect of CRM and LOY on SCP, and 3) to examine the indirect effect of
CRM on SCP by the mediation effect of LOY of the beverage manufacturers in Thailand. The study used quantitative
research method. The sample was 290 beverage manufacturers listed in the database of the Department of Industrial
Works, Ministry of Industry of Thailand, arisen from 10 times of the parameters in the research model and stratified
random sampling by area. The research instrument was a questionnaire. The statistics used for data analysis were
frequency, percentage, mean, standard deviation, confirmatory factor analysis and structural equation modelling. The
results showed that the CRM, LOY, and SCP were at a high level. In addition, CRM and LOY had a positive direct effect on
SCP and CRM had a positive indirect effect on SCP by the mediation effect of LOY. These findings can be guidelines for
entrepreneurs to improve the company's supply chain performance. Government agencies, besides, can use the research
results to formulate a policy for helping entrepreneurs. Moreover, academicians and interested people can bring the
findings to study and conduct additional research in the future.

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