Tác động của quản trị quan hệ khách hàng đến hành vi truyền miệng của người tiêu dùng - trường hợp các siêu thị tại thành phố Cần Thơ

Abstract

Objectives of the study was to analyze the impact of customer relationship management components on word-of-mouth purchasing behavior of consumers: cases in supermarkets in Can Tho City. The data used in this study was collected by interviewing 200 consumers directly. Quantitative analysis methods including the method of verifying the reliability of the scale by Cronbach's Alpha coefficient, the exploratory factor analysis (EFA) method and the multiple linear regression model were used in the study. The analysis results show that there are 4 factors that affect the oral behavior of consumers, including: Quality of core services, Employees, Customer Service and Support, Technology.