Factors in customer relationship management and service quality of Suppliers that affect customer satisfaction in the automotive industry in Laem Chabang Industrial Estate, Chonburi

Abstract

This article aimed to (1) analyze factors in customer relationship management of suppliers that affect customer satisfaction in the automotive industry in Laem Chabang Industrial Estate, Chonburi; and to (2) analyze factors in service quality of suppliers that affect customer satisfaction in the automotive industry in Laem Chabang Industrial Estate, Chonburi. The sample studied were employees involved in working with distributors or suppliers in the automotive industry at Laem Chabang Industrial Estate, Chonburi Province, totaling 380 individuals. The research tool utilized was a questionnaire. The statistics employed in data analysis included baseline statistics, percentages, frequency counts, means, standard deviations, and hypothesis testing through multiple regression analysis. The result of the study aimed found that the level of customer relationship management factors is very important, the level of service quality factors is very important and the level of customer satisfaction factors is very important. The result of the study aimed found that customer relationship management factors, including understanding customer expectations (Beta = 0.308), interactive management (Beta = 0.286), relations with customers (Beta = 0.196), personalization (Beta = 0.156), and customer prospecting (Beta = 0.106), exhibited a positive influence on customer satisfaction in the automotive industry. These effects were statistically significant at the 0.05 level. Supplier service quality factors, including responsiveness (Beta = 0.234), tangibility (Beta = 0.205), reliability (Beta = 0.201), assurance (Beta = 0.137), and empathy (Beta = 0.137), demonstrated a positive influence on customer satisfaction within the automotive industry. These effects were statistically significant at the 0.05 level. Customer relationship management factors (Beta = 0.509) and supplier service quality factors (Beta = 0.291) exerted a positive influence on customer satisfaction in the automotive industry. These effects were statistically significant at the 0.05 level.