Customer relationship management of tourism small and medium enterprises in Ubon Ratchathani province

TitleCustomer relationship management of tourism small and medium enterprises in Ubon Ratchathani province
Publication Typeวิทยานิพนธ์/Thesis
Year of Publication2015
AuthorsPhakping Sarnsanong
DegreeMaster of Arts -- Major in Tourism Innovation
InstitutionFaculty of Liberal Arts, Ubon Ratchathani University
CityUbon Ratchathani
Call NumberHF P532 2015
KeywordsCustomer relations, Relationship marketing, Travel--Economic aspects

The purposes of the study on ‘Customer Relation Management of Tourism Small and Medium Enterprises in Ubon Ratchathani Province’ were to study the barriers or obstacles of CRM implementation in tourism SME’s according to managers’ perspective also the researcher aimed to study satisfaction of customers about service quality of the tourism SMEs enterprises in Ubon Ratchathani Province in order to discovering and suggestion the guidelines for developing the CRM implementation process on tourism SME’s in Ubon Ratchathani Province. Moreover, the purpose is to apply the discovered guidelines to create the best experience adjusted to the customer’s needs to maintain the tourism business’s long-term and sustainable success in the further.
The research data were collected by the use of questionnaires and in-depth interviews. The questionnaires included 50 respondents by 10 tourism SMEs in the Ubon Ratchathani Provinces, consisted 3 travel agencies, 4 hotels apartments, 3 restaurants who worked with the tourism SMEs during April 20-August 30 2015.
The total of 10 tourism SMEs have been chosen and been enrollment on the list of Ubon Ratchathani Chamber Organization since 2014. Moreover, the research data of the customers’ satisfaction also were collected by questionnaires included 300 participants who were serviced be the 10 tourism SMEs enterprises in Ubon Ratchathani Province between April 22-30 October, 2015. The quantitative data collected from the questionnaire were analyzed by the use of Statistical Package for Social Science and presented in terms of frequencies, percentages, means and standard deviations.
The research findings are the enterprises and staffs are lack of awareness, knowledge and no training course correctly, no services standard also, staffs do not have services standard and experience to apply on their job. The tourist attractive places are skill lack of efficiency and some places are expensive with no standard price setting, there is no supporting from organization for any infrastructure. The staffs have no activeness, smiling and taking care of customers. The staffs should have a quick service. There should have more security guards in taking care of tourists. There should provide some more facilities and new technology for customers such as providing Wi-Fi, e-commerce for paying process, e-mail, complain form both in latter and e-mail, Facebook, twitter, blogs and call center.

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