INFLUENCE OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM), MARKET ORIENTATION, RELATION QUALITY ON MARKETING PERFORMANCE FOR SMES IN THAILAND
The current study examined the effect of customer relationship management (CRM), market orientation, marketing strategy and relational quality on marketing performance. The indirect effect of relational quality is also examined by the current study. Service small and medium sized enterprises (SEMs) of Thailand are considered in this study to examine the relationship. Therefore, the employees working in SMEs of Thailand are asked to provide response. A questionnaire was used to collect response from these employees. Finally, primary data collected from the employees were analyzed by using statistical tool. Results of the study shows that CRM, market orientation, marketing strategy and relational quality has important contribution to marketing performance. It is found that CRM, market orientation, marketing strategy and relational quality has positive effect on marketing performance. The increase in the activities of CRM, market orientation, marketing strategy and relational quality can promote the marketing performance of SMEs.
Customer relationship management (CRM), market orientation, marketing strategy, relational quality, marketing performance.