| Author | Wantanee Thaithiang |
| Call Number | AIT RSPR no. SM-99-123 |
| Subject(s) | Consumer satisfaction--Thailand
|
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | Customer migration is recently a vital problem found in chemical industry where there
are many potential suppliers in the chemical market. In attacking this problem, the
research study was to trace the lost customers, both end-users and dealers, who were
reported lost contact from a company for a long time or at least 1 year.
The study aims to identify their buying behavior, expectations and perception on the
company performance as well as to reveal the causes of leaving or switching supplier.
From data gathering, it shows that the customers have high expectations regarding the
product quality, product availability, price, delivery service and problem-solving as well
as credit term but apart from the quality, the company can not live up to their
expectations. Accordingly, the reasons for why they left are mainly focused on high
price, product availability and problem-solving.
By average, the customer perception toward the company performance is rather
acceptable. Thus, it appears that the number of lost customer is less than those who are
still doing the business with the company. This group of people was found lost because
of less frequency in purchase during the last period.
In order to draw the customer retention, the company should focus on the price, not the
price reduction but value added or meaningful compensation. Another important issue is
product availability to meet the urgent need of the customers, in this regard the
distribution system should be brought into the brainstorming session to find the possible
solution. Last but not least is the issue on problem- solving that the company should
introduce TQM and Re-engineering approach for both incremental and radical changes
in the organization. |
| Year | 1999 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Bechter, Clemens; |
| Examination Committee(s) | Swierzeck, Fredric William; Tang, John C.S. ; |
| Scholarship Donor(s) | The Royal Government of the Netherlands (HRID); |
| Degree | Research studies project report (M.B.A) - Asian Institute of Technology, 1999 |