A Causal Relationship of Marketing Communication upon Customer Relationship Management Process: A Case Study of Watsons Group, Thailand
Article Sidebar
Main Article Content
Abstract
This research aimed particularly to investigate the causal relationship between marketing communication (MC) efforts and customer relationship management (CRM) processes. The population in this study was Watsons’ customers aging 15 years old and over residing in Bangkok. The 400 sample was recruited using simple random sampling technique. The questionnaire consisted of 3 parts. The first part was demographic questions. The second part was five-point Likert scales eliciting the perceived importance of Watsons’ marketing communication efforts. The third part was five-point Likert scales exploring Watsons’ perceived customer relationship management process. Cronbach’s alphas of marketing communication efforts and customer relationship management process scales were .819 and .907 respectively. Multiple regression analysis revealed a significant influence of direct marketing efforts and sales promotion on four aspects of CRM: Database, Technology, Action or activities, and Customer Retention, while minimal-to-none effects were derived from personal selling, advertising, and public relations. An interesting finding was that personal selling could not predict Watsons’ action program to strengthen the relationship with its customers, nor could public relations and advertising predict Watsons’ customer retention.
Article Details
The manuscript submitted for publication must be the original version, submitted only to this particular journal with no prior acceptance for publication elsewhere in other academic journals. The manuscript must also not violate the copyright issue by means of plagiarism.
References
Adikram, C. H. (2016). The relationship between customer relationship management and
customer satisfaction. International Journal of Arts and Commerce, 5(2), 69-95.
Angsiri, A. (2015). Integrated marketing communication and marketing mix affecting y generation consumers buying behavior at Watsons shop ins Bangkok metropolis and vicinity. Phranakhan Rajobhat Research Journal, 10(2), 175-190.
Brand Move. (2016). Drastic CRM, how to do it? Analyze Watsons’ strategy to attain no.1 of health & beauty retailer. Retrieved November 20, 2019, from https://www.brandbuffet.in.th/2016/ 05/watson-thailand-business-marketing-strategy-201
British Chamber of Commerce Thailand. (2019). Directory - companies, detail. Retrieved
November 20, 2019, from https://members.bccthai.com/bcct/asp/corpdetail.asp? CorpID=470
Charoensook, K. (2012). Factors relating to purchasing decisions of products at Terminal 21 (Independent study, Rangsit University)
Elena, C. A. (2015). Social media—a strategy in developing customer relationship management.
Procedia Economics and Finance, 39, 785-790.
Gujrati, R. (2016). CRM for retailers: Business intelligence in retail CRM. International Journal of
Applied Research, 2(1), 24-29.
Jain, Y., & Patel, N. (2016). Analysing impact of online CRM practices on companies productivity
and customer retention. International Journal for Research in Business, Management
and Accounting, 2(12), 25-35.
Jongnavakit, A. (2014). Strategic influence of management in mix of retailing marketing and strategy of customer service management affecting to customer loyalty of traditional retail stores in Mueang district, Ratchaburi Province (Master’ s thesis, Silpakorn University).
Kaur, J. (2016). Customer relationship management: A study of CRM policies of different
companies. Global Journal of Finance and Management, 8(2), 153-159.
Keller, K. L. (2016). Unlocking the power of integrated marketing communications: How
integrated is your IMC Program? Journal of Advertising, 45(3), 286-301.
Meyer-Waarden, L. (2015). Effects of loyalty program rewards on store loyalty. Journal of
Retailing and Consumer Services, 24, 22-32.
Ninkitsaranont, P. (2018). Thailand industry outlook 2018-2020: Modern trade. Retrieved
November 20, 2019, from https://www.krungsri.com/bank/getmedia/7a996c83-a62d-
-901a-10c7c7ce1936/IO_Modern_Trade_180905_EN_EX.aspx
Nyadzayo, M. W., & Khajehzadeh, S. (2016). The antecedents of customer loyalty: A
moderated mediation model of customer relationship management quality and
brand image. Journal of Retailing and Consumer Services, 30, 262-270.
Oluseye, O., Tairat, T., & Emmanuel, O. (2014). Customer relationship management
approach and student satisfaction in higher education marketing. Journal of
Competitiveness, 6(3), 49-62.
Pluemjitpaiboon, K. (2015). Development approach of customer relationship management for corporate customers in internet (Independent study, Bangkok University).
Rahimi, R., & Kozak, M. (2017). Impact of customer relationship management on customer
satisfaction: The case of a budget hotel chain. Journal of Travel & Tourism
Marketing, 34(1), 40-51. DOI: 10.1080/10548408.2015.1130108
Sae Tang, N. (2007). Marketing communication strategies as related to decision behavior to buy personal cars of car users in Bangkok (Master’ s thesis, Phranakhon Rajabhat University).
Sameujai, C. (2007). Consumer behavior. Bangkok: Se-ed.
Shen, G. C. C., Chiou, J. S., Hsiao, C. H., Wang, C. H., & Li, H. N. (2016). Effective marketing communication via social networking site: The moderating role of the social tie. Journal of Business Research, 69(6), 2265-2270.
Sratonghon, S. (2012). Factors influencing consumer behavior and satisfaction toword service usage of Watsons shop in Bangkok Metropolis (Master’ s thesis, Srinakharinwirot University).
Sripan, A. (2009). Strategy to win over customers using CRM in the context of information and technology. Journal of Business, Economics and Communications, 4(2), 51-62.
Szalai, I. (2017). How beauty and personal care companies compete strategically. Retrieved November 20, 2019, from https://blog.euromonitor.com/beauty-personal-care-companies-compete-strategically/
Todorova, G. (2015). Marketing communication mix. Trakia Journal of Sciences, 13(1),
-374. DOI: 10.15547/tjs.2015.s.01.063
Viriyaongsri, P., & Pisithkasem, P. (2014). Factor affecting purchase habit consumer of cosmeceuticals category in Watson store, Bangkok area. Journal Finace, Investment, Marketing and Business Management, 4(2), 333-350.
Wang, S., Cavusoglu, H., & Deng, Z. (2016). Early mover advantage in e-commerce
Platforms with low entry barriers: The role of customer relationship management
capabilities. Information & Management, 53(2), 197-206.
Watsons. (2019a). Watsons. Retrieved November 20, 2019, from https://www.aswatson.com/
our-brands/health-beauty/watsons/#.XgLqLUczaM9
Watsons. (2019b). About Watsons Thailand. Retrieved November 20, 2019, from
https://www.watsons.co.th/company-information
Watsons. (2019c). Watson given the Superbrands Thailand award for the consecutive 11 years]. Retrieved November 20, 2019 from https://www.facebook.com/watsonsthailand/photos/ a.436809063029943/2536396109737884/?type=1&theater
Watsons. (n.d.). Member benefits condition & Watsons member benefits. Retrieved November 20, 2019, from https://www.watsons.co.th/member-benefits-condition
Yamane, T. (1973). Statistics: An introductory analysis (3rd ed.). New York. Harper and Row Publications.