อิทธิพลของการจัดการลูกค้าสัมพันธ์ทางสื่อสังคมต่อผลประโยชน์ ทางการเงินองค์กร: หลักฐานเชิงประจักษ์ธุรกิจสปาในประเทศไทย
คำสำคัญ:
การจัดการลูกค้าสัมพันธ์ทางสื่อสังคม, สื่อสังคม, ต้นทุนธุรกรรม, ผลประโยชน์ทางการเงินบทคัดย่อ
การจัดการลูกค้าสัมพันธ์ทางสื่อสังคม (Social Media Customer Relationship Management: SM CRM) เป็นเครื่องมือทางการตลาดที่สำคัญในยุคสื่อสังคม มุ่งเน้นการสร้าง พัฒนา และรักษาความสัมพันธ์กับลูกค้าผ่านช่องทาง สื่อสังคม การศึกษานี้เป็นการวิจัยเชิงปริมาณ เพื่อค้นหารูปแบบการใช้ SM CRM ที่ส่งผลต่อผลประโยชน์ทางการเงินที่ผ่าน ตัวแปรส่งผ่าน คณะผู้วิจัยใช้ทฤษฎีต้นทุนธุรกรรม (Transaction Costs Theory) เป็นตัวแปรส่งผ่าน โดยทำการศึกษากับ ผู้ประกอบการธุรกิจสปาในประเทศไทยที่ขึ้นทะเบียนนิติบุคคลกับสำนักงานส่งเสริมวิสาหกิจขนาดกลางและขนาดย่อม จำนวน 157 ราย โดยใช้แบบสอบถามเก็บรวบรวมข้อมูลและนำข้อมูลทดสอบสมมติฐานวิจัย ด้วยการวิเคราะห์สมการ เชิงโครงสร้าง ซอฟต์แวร์ SmartPLS3 ผลการศึกษาพบว่าผู้ประกอบการธุรกิจสปาที่มีการใช้ SM CRM ทั้งด้านการตลาด ด้านการขาย หรือด้านการบริการ มีอิทธิพลทางตรงและทางอ้อมต่อผลประโยชน์ทางการเงินเพิ่ม ได้แก่ ผลกำไร ผลตอบแทน จากการลงทุน ลูกค้ารายใหม่ สามารถลดต้นทุนและส่วนแบ่งทางการตลาด ผลประโยชน์ทางการเงินเพิ่มขึ้น อีกทั้งการใช้ SM CRM ของธุรกิจสปาส่งผลต่อการลดต้นทุนธุรกรรม และการลดต้นทุนดังกล่าวนำไปสู่ผลประโยชน์ทางการเงินเพิ่มขึ้น
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