Customer Relationship Management (CRM) of service industry in Thailand : a case study of Advance Info Service Public Company Limited (AIS) | |
| Author | Thunwita Sirivorapat |
| Call Number | AIT RSPR no.SM-05-08 |
| Subject(s) | Service industries--Thailand Advance Info Service Public Company Limited--Customer service Customer relations--Thailand |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-05-08 |
| Abstract | In today high competitive landscape of Thai mobile telecommunication industry, Customer Relationship Management (CRM) becomes one of the key strategic management tools that almost all leading service providers are trying to utilize in order to achieve the ultimate goal of enhanced profit. Serenade Program by Advance Info Service Public Company Limited (AIS) is a very unique CRM program among those provided by others. It covers a variety of special subprograms divided into Serenade Services, Serenade Privileges, and Serenade Events and Activities. Building on the in-depth interview with AIS's CRM executive and the quantitative survey from 369 Serenade respondents using customer satisfaction as a CRM performance measurement, the findings of this study identifies the CRM concepts of AIS, the characteristic of Serenade Program, and the level of customer satisfaction. In addition, the main reasons why customers had never participated in the program are revealed. Last of all, the paper is concluded by proposing recommendations for potential program enhancement and future research directions. |
| Year | 2005 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-05-08 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Donyaprueth Krairit; |
| Examination Committee(s) | Sununta Siengthai; Dimmitt, Nicholas J.; |
| Scholarship Donor(s) | Royal Thai Government Fellowship; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2005 |