Customer management influencing purchase decisions of home appliances in modern retail businesses in Bangkok Metropolitan Region

Abstract

The study titled “Customer Relationship Management Influencing Purchase Decisions of Home Appliances in Modern Retail Businesses in Bangkok Metropolitan” aimed to: (1) examine the impact of customer relationship management (CRM) on the purchase decisions of home appliances in modern retail businesses in Bangkok, and (2) identify factors influencing such purchase decisions. The sample consisted of 400 consumers who decided to purchase home appliances from modern retail businesses in Bangkok, selected using a convenience sampling method. This research employed a quantitative methodology, analyzing data through percentages, means, standard deviations, and multiple regression analysis. The findings revealed that CRM practices significantly influenced consumers' purchase decisions, with all dimensions having the highest impact. The results of multiple regression analysis showed that the key factors influencing purchase decisions were customer communication (β = 0.588), relationship building (β = 0.138), and providing helpful recommendations (β = 0.076). Additionally, the predictive coefficients of these three factors demonstrated strong explanatory power, with an R-value of 0.877 and a standard error (SE) of 0.3013 at a statistical significance level of 0.05.