ปัจจัยหลักในการบริหารความสัมพันธ์กับลูกค้าบนสื่อสังคมออนไลน์ ของอุตสาหกรรมโรงแรมในประเทศไทย

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ชุติญาภัค วาฤทธิ์ บุษยา วงษ์ชวลิตกุล วรภัทร ไพรีเกรง

Abstract

This qualitative research was aimed to 1) study the patterns of using social media in customer relationship management of the hotel industry in Thailand. and 2) study the key factors in customer relationship management on social media of the hotel industry in Thailand. This study was consisted of two phases: literature review and in-depth interview. The samples consisted of 11 experts from 3 groups. There were 5 samples from hotel industries, 3 samples from information technology industries and 3 samples from educational institutions/social research Institutes. The data was analyzed by using content analysis and data triangulation analysis methods. 


The research findings found that 1) the hotel industries in Thailand used social media in customer relationship management which could be divided into 4 dimensions as marketing and public relations dimension, sales dimension, feedback dimension, and service and support dimension. All the dimensions could cover the 3 processes of customer relationship management such as customer acquisition, customer retention and customer win-back. 2) the key factors in customer relationship management on social media of the hotel industry in Thailand were 5 factors as organizational resources factor (top management support, organizational culture, and organizational structure), social media analytical tools factor, information technology factor (information technology infrastructure and ability of employee in using information technology), customer orientation factor and customer knowledge management factor. The hotel industry in Thailand or other industries can apply the research results to consider and prepare the resources to implement the strategies precisely and accurately for social customer relationship management (Social CRM) in the organization.

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