The study of marketing mix factors in marketing promotion and customer relationship management that affect the decision making behavior of buying rubber edge glass for construction In Bangkok and Perimeter

Abstract

The study of marketing mix factors in marketing promotion and customer relationship management that affect the decision making behavior of buying rubber edge glass for construction In Bangkok and Perimeter Is a quantitative research Which collected data by collecting questionnaires From target customers of 384 samples. The results of the analysis of the relationship between the marketing mix factors of marketing promotion in all 6 aspects are 5 aspects that are related to the variables according to the behavior of buying decision on rubber extruded glass for construction work, advertising, promotion and sales. Public relations and customer relationship management in 3 aspects, which are related to the behavioral changes in the purchase of rubber extruded glass for the construction of 3 areas, namely relationship building Customer retention and customer tracking. However, when considering the standard multiple regression coefficients To assess the importance of forecasting, found that marketing mix factors, marketing promotion Sort from descending to the public relations In the promotion of advertising and direct marketing Customer relationship management Sorting in descending order, including relationship building Customer retention And customer tracking.