E-CRM: การบริหารลูกค้าสัมพันธ์ในยุคสังคมดิจิทัลของธุรกิจศัลยกรรมความงาม

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อภิษฎา ดินม่วง
กฤษดา เชียรวัฒนสุข

Abstract

For business management in the digital age, every company applies several strategies to enhance customer perceptions and motivations to persuade and encourage customers to become attracted to their business. However, there are also many businesses using the traditional marketing strategies that they have been using for long time. Those businesses who don’t consider the current market demands of the customers, for example, or whether or not the customers are interested in being contacted, especially in the era of advanced technology whereby the entrepreneurs can access the customers with just a touch of a fingertip, are using the traditional way. Entrepreneurs, especially in the cosmetic surgery business, where the customer relationship management (CRM) is crucial, must comprehensively understand the desire of customers. The traditional CRM may not be able to respond to their present lifestyle. Therefore, emerging electronic media platforms and CRM will differentiate companies and will eventually lead to achieve competitive business advantages. Customers with positive relationships with businesses will have loyalty and become valuable assets which at the end of the day will make the entrepreneurs successful in cosmetic surgery business operations.

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บทความวิชาการ