THE RELATIONSHIP BETWEEN CUSTOMER RELATIONSHIP MANAGEMENT AND CUSTOMER LOYALTY OF DEPARTMENT STORES IN BANGKOK

Abstract

The purpose of this research was to study (1) customer relationship management of department stores, (2) loyalty of department store customers, and (3) the relationship between customer relationship management and customer loyalty of department stores. Using a questionnaire, data were collected from 400 department store customers in Bangkok, sampled proportionally by area. Data analysis included frequency, percentage, mean, standard deviation, and Pearson’s correlation coefficient (α = 0.05). Results showed that overall customer relationship management and customer loyalty were both at high levels. Customer relationship management had a significant positive relationship with customer loyalty (r = .66, p < 0.01), with the strongest relationship observed between listening to feedback and overall loyalty. Entrepreneurs are advised to prioritize customer feedback, develop responsive services, and provide diverse channels for customer expression.