Influence of Customer Relationship Management and Marketing Mix on Consumer's Buying Decision Process in Bangkok Metropolitan Region

Abstract

This research aims to 1) To study the process of buying leather shoes for consumers in Bangkok and its vicinity. 2) To study the influence of customer relationship management and marketing mix on the consumer decision making process of leather shoes in Bangkok and its vicinity. The quantitative research method was used by questionnaires. The sample population consisted of 385 people who used to wear leather moccasins, calculated according to W.G. Cochran (1953) formula, using statistics of frequency, percentage, mean and standard deviation. And multiple regression analysis with enter method. The results showed that 1) customer relationship management and marketing mix. High level And there are factors that affect the process of buying leather shoes At a high level, including product, price, distribution, marketing, database Technology Relationship High level 2) Factors affecting the purchasing decision process for leather shoes 72.6%, ranked in descending order of importance as follows: Product (X1) Relationship (X7) Marketing (X4) Price (X2), distribution side (X3), database side (X5), technology (X6) and customer retention (X8), the equation can be presented as follows: Y = 0.34 + 0.21(X1)** + 0.11(X2)** + 0.11(X3)** + 0.12(X4)** + 0.11(X5)** + 0.11(X6)** + 0.14X(X8)