CUSTOMER RELATIONSHIP MANAGEMENT STRATEGIES SERVICE MARKETING MIX FACTORS THAT AFFECT THE LOYALTY OF COFFEE SHOP CUSTOMERS IN PHETCHABURI: กลยทธการบรหารความสมพนธกบลกคา ปจจยสวนประสมการตลาดบรการทสงผลตอความภกด ของลกคาธรกจรานกาแฟในจงหวดเพชรบร

This research aims to 1) Explore customer personal factors Service usage behavior Customer relationship management strategy Service marketing mix factors and loyalty of coffee shop business customers in Phetchaburi province 2) Analysis of customer relationship management strategies that affect customer loyalty in coffee shop businesses in Phetchaburi Province and 3) Analyze service marketing mix factors that affect customer loyalty in coffee shop businesses in Phetchaburi Province. This research is a quantitative research using a questionnaire to collect data from a sample of 400 coffee shop business customers in Phetchaburi Province. A stratified sampling method was used. and systematic sampling Statistics used in data analysis include: Descriptive statistics and test the hypotheses using stepwise multiple regression analysis. The research results found that1) The sample group of coffee shop customers was mostly male, aged 21-30 years, with a bachelor's degree level of education. Private company employees Average monthly income 10,001 - 20,000 baht. Marital status. Most frequently choosing services at the store. Frequency of use: 3-4 times per week. Taste preferences are the most common use of coffee shops. Facebook is the source of most information about coffee shops. And the sample group of coffee shop business customers makes the most decisions on their own in deciding to use the service. 2) Customer relationship management strategies affect customer loyalty in coffee shop businesses in Phetchaburi Province, consisting of building relationships by providing information (t=6.17) building relationships with rewards (t=9.41) and building relationships according to contract conditions (t=-0.53) and 3) Service marketing mix factors that affect customer loyalty in coffee shop businesses in Phetchaburi Province include marketing promotion (t=6.77), employees (t=4.90), and service products (t=3.60).