An Integrated Model of the Relationship of Customer’s Social Media Continuity Usage through Customer Relationship Management Systems of Local Chain Hotels in Thailand
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Abstract
The purpose of this study was to develop an integrated relationship model of the continuity of Thai customers’ use of social media through the customer relationship management system of local Thai chain hotels. A quantitative research approach was employed, with the target population comprising Thai customers of five-star local Thai chain hotels who use social media. The sample size was determined using a parameter-based approach, with the sample 20 times the number of estimated parameters. This produced a subsequent sample of 360 Thai customers at 5-star local Thai chain hotels selected by systematic sampling method. A closed item self-administered questionnaire was utilized to collect the data. Descriptive statistics, including frequency, percentage, mean, standard deviation, and inferential statistics using structural equation modeling were utilized for data analysis. The research findings revealed that social media customer relationship management factors had a statistically significant indirect effect on continue usage mediated by perceived value, attitude, and satisfaction at the .05 significance level. The developed integrated relationship model of continuous social media usage through the CRM system demonstrated a good fit with empirical data.
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บทความ ข้อความ ภาพประกอบ ตารางประกอบ ที่ตีพิมพ์ในวารสารเป็นความคิดเห็นและความรับผิดชอบของผู้เขียนแต่เพียงผู้เดียว ไม่เกี่ยวข้องกับมหาวิทยาลัยสุโขทัยธรรมาธิราชแต่อย่างใด
บทความที่เสนอพิจารณาในวารสาร e-JODIL ต้องเป็นบทความที่ไม่เคยส่งไปลงพิมพ์ เผยแพร่ หรืออยู่ระหว่างการพิจารณาของวารสารอื่น
กองบรรณาธิการขอสงวนสิทธิ์ในการพิจารณาและตัดสินการตีพิมพ์บทความในวารสาร
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