Customer Relationship Strategies: The Study on Customer Perspectives
ML. Saviga Unhanandana, Teerayout Wattanasupachoke

Abstract
This study focuses on the customer relationship management (CRM) strategies in the perspective of customers in the telecommunication industry as CRM in this business is at heart of competition. This study is aimed at thoroughly understanding the importance and employment of customer relationship management strategies as well as investigating the relationships between customer relationship strategies and customer outcomes. The data collection focuses on questionnaire surveys as the main tool to gather information. Regarding CRM strategies, customers seem to pay significant attention to rapid problem solving and free-of-charge promotion campaign changes. This is followed by birthday privileges, free emergency calls and unlimited expiration date of calling fees. Concerning the relationship between CRM strategies and customer outcomes, the two groups of CRM strategies, namely Promotion Advantages and Value-Added Services, significantly impact customer outcomes. This is because they bring about positive attitude, satisfaction and loyalty of customers.

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