TITLE

THE ANTECEDENTS AND CONSEQUENSES OF CRM EFFECTIVENESS IN HEALTH SERVICE INDUSTRY OF THAILAND

AUTHOR(S)
Attharangsun, Nuanlaong; Ussahawanitchakit, Phapruke
PUB. DATE
September 2008
SOURCE
Review of Business Research;2008, Vol. 8 Issue 4, p1
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This study examines the relationship between antecedent and consequence of CRM effectiveness and examines role of moderator of top management support and customer acceptance. This study collects data from the directories of Thailand's Exporters Directory. The questionnaire was sent to 524 firms. The results indicated that knowledge management; technological capability and communication competency has positive influence on CRM effectiveness. Furthermore CRM effectiveness has positive influence on customer satisfaction, while customer satisfaction has positive influence on brand loyalty and repurchases intention. For role of moderator that found top management support is quasi moderator between knowledge management- CRM effectiveness.
ACCESSION #
35601363

 

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