影响曼谷AIS公司基于客户行为的CRM效能的几个因子 教学效能感对教师行为有怎样的影响

　　摘 要：关系营销对很多公司来说都是新理念。在很多国家，关系型的交换已取代交易型的交换成为规范。本文主要是测试一个客户关系管理模型，通过研究下列影响曼谷AIS公司基于客户行为的CRM效能的几个因子及它们之间的相互关系来进行，这几个因子分别是：服务质量，客户价值，客户满意度，以及品牌忠诚度。研究表明AIS公司应该致力于改进其服务质量中的移情性维度。同时，AIS如欲在将来市场成功，则应该增加其功能价值，并减少客户付出感知。
　　关键词:市场调研; 客户关系管理;因子; AIS; 结构方程模型
　　ABSTRACT：Relationship marketing has emerged as a big new idea for many companies. Relational, as opposed to transactional exchange is the norm in many countries. The primary objective of this study is to test an integrated model for the customer relationship management performance by studying the following factors" effects on customer behavior-based CRM performance of AIS in Bangkok and their interrelationships: service quality, customer value, customer satisfaction, and brand loyalty. The finding suggests that AIS should focus on improving its service quality dimension of empathy. Meanwhile, AIS should also increase functional value and reduce customer perceived sacrifice if it"s going to succeed in the future market.
　　KEY WORDS: Marketing Research; CRM; Factors; AIS; SEM
　　FACTORS INFLUENCING CUSTOMER BEHAVIOR-BASED CRM PERFORMANCE OF AIS IN BANGKOK
　　1．INTRODUCTION
　　1.1 Overview of Customer Relationship Management (CRM)
　　Leading firms, after gradually adopting the production, sales and marketing philosophies, are now faced with the challenges of a new orientation that might be termed a customer-centric one (Bose, 2002). At the core of this orientation there exists the necessity for developing and establishing long-term relationships with customers aimed at improving customer service and satisfaction. The interest for the vendors-customers relationships, termed "relationship marketing", has evolved from the concept that there is a continuum of customer relationships, ranging from transactional to relational orientations. Organizations will be more successful if they concentrate on obtaining and maintaining a share of each customer rather than a share of the entire market.
　　1.2 Introduction Of AIS
　　The core business of Advanced Info Service Plc. (AIS) and its subsidiaries are the operation of cellular networks in the 900MHz and 1800MHz frequency spectrum, and the import and distribution of cellular phones and accessories.
　　Nowadays, the competition pressure in Thai telecommunication industry world becomes intensive. Thus, to gaining, maintain, and therefore develop the customer relationship has become a critical strategy for those phone service providers. Therefore, as a powerful tool, CRM has been implemented by many companies in Thai telecommunication industry to gain advantages in the competition. Although many studies have pointed out that service quality, customer value, customer satisfaction, and brand loyalty do have important contribution to CRM performance in customer-based perspective, the detail ways of their contributions and the relationships among those factors themselves still remain unclear. This makes it almost impossible for managers to determine and identify their companies" processes and activities driving those factors - they want to know which process or activity driving which kind of factors contributes the most to the intended performance aspect of CRM so as to maximize customer equity of their firms. Thus, a study of the relationships among those factors and their influence toward CRM performance has significance on determining the best practice for CRM implementation.