u n n m u d ~ i b ~ dt -nuf i~?la ih~aunnmu~

~tja48uLi(e?fiun~r'U~~70~nh7~u~ud (Customer

Relationship Management-CRM) \ulljjunnm n l

~ ~ ~ ~ u r n a u a ~ ~ n m u I m u ~ ~ ~ ~ u a m ~ u d i i i ~ n u ~

~~~n~~mcsninls:qnfl4~nnIuPmdai~auin~umznis

dani t (ICTS) dtznauliw imfuldllallrub i n n l u l ~ i l ~ ~ u ~ m ~ w un~maIuhiiru'wu~Qm~~u~imrr~::

n u (Customkation Technology) ~uns~?uniwkr l i?

gnhau$u#

Abstract

Thls arllcle alms to introduce Customer

Relatlanshlp Management (CRM) Concept in

Infomaiian use and technology mrttexl. The k u s of

thb artlck Is concept of information use and ICTs

a ppllcatlon In CRM relevant interactive technology,

database hhndugy, custnrniatim technology in

CRM proass+

Keyword : Customer Relationship Management (CRM)

; One to One Market ; eCRM

qRd1rtnffu (Industry-Based Economy) Wdtlnaau J rnm~"ns~iuna7u~ (Knowledge-Eased Economy) n

dai3un~t~mmuf i d a ~ h ~ ~ ~ i u ~ ~ ~ ~ ~ ~ t l u n ~ ~ ~ d ~ ~ u

u ~ : n ~ ~ u d ~ ~ s s l l i . r ~ ~ ~ u d.rrrmlrlaa6n~rn~rrq~ii~'Iu nnwmd 21 i~~d~PsHalrfiu~nnua::~qdrl~7uf

n??ufl?~uqu~:fn~~nh7 (Customer Acqulsrtlon and

n?rnaw (Market Share) ~ a r i ~ l d d n ~ ~ u d ~ i u ~ ~ o n 7 ~ ~ 4

~ ~ ~ u ~ ~ ~ ~ u ~ n ~ w ~ ~ u ~ m ~ ~ n ~ ~ i f m ~ ~ ~ ~ a n u ~ n ~ ~ u

d;rufiIfia~dnvmw~ 1 ~ n ~ ~ u n u I ~ u t d ~ n ~ i u ~ m i u n ~ 0 I 4

n? tu'ru?r q n $uguf (Customer Relationship

Management X R M ) ~ ~ i u ~ ~ ~ u ' l u n ~ t i n ~ Q u q ~ h

o 7 ~ n f f ? 9 t 8 i 7 ~ ~ ~ ~ ? 1 ~ ~ 1 1 n 7 ~ u ? ~ 7 ~ ~ n R ?

h f i l d # (Customer Relationship Management - CRM)

~ h t d ~ r m u ~ ~ d o ~ n u ~ JSTI w ~ ~ ~ 6 n ~ ~ 9 u q n a t t ~ n ~ ~

d ~ ~ u i l u ' l u i l ~ q ~ T u P ~ U ~ W R I U C ~ ~ ~ ~ ~ ~ P A U L ~ P L I I O B E ~ ~ T ifam? (Information end Cmrnuolcation Technology-

I C ~ i ~ ~ ~ ~ ~ ~ ~ a h ~ ~ ~ ~ i i u ~ ~ u ~ 1 ~ * 1 n tunn$iuq

r l ~ u i u ~ n d a u n n ~ n d n ~ ~ u 3 ~ ~ ~ ~ ~ u ~ n h ~ ~ u % u ~

(Customer Relatlmship Managemmt 4 R M ) IUJ?G ~ n % t f l ~ d ~ f i W ~ ~ n r : u ~ ~ n ~ d a f i ~ ~ ~ ~ ~ i f ~ ~ p z ~ ~ u 4 ~ nakmviwm6nlturqnh&=:mn m J ? w r h &

n(udiau~u1urrlqmrm Cf k r ~ 1 f i ~ ~ 3 ~ r l ~ s n u R Y I U ~ ~ L ~ ~ r n ~ ~ n d 7 ~ 1 ~ d ~ d ~ ~ ~ ~ ~ ~ d ~ ~ f i u n ~ o l ~

nqrau~~r l u ~ m n l u ~ ~ ~ % ~ ~ ~ ~ ~ u d ~ ~ ~ L U U ~ ? J & ~ Q

~ru=m~l*imn~rn&~qnAqdufld fid~duuisduu

unn~wd~da~nuouu=fi~~ufi w n ~ q ~ ~ ~ ~ ~ n ~ ~ & u r v ' u ~

u ~ n ~ i ~ m ~ l u ~ ~ n ~ ~ ~ i n ~ u ~ : : n ~ d ~ ~ ~ ~ ~ ~ ~ ~ ~ n ~

n ~ ; l ~ w m ~ u n ~ ~ ? U ~ q n ~ ~ K ~ u ~ 2. fw7nw Knuwuqa uat~nud7Zqmdnqlp uhqni idurl ir i (CRM)

~ m r s ~ n ~ t k ~ u n i ~ ~ ~ ~ ~ ~ ~ ~ i u ~ n ~ i ~ ~ w ' u d Y

(Customer Relatlonshtp Management- CRM) kfiii~nw?

burij n.* isso l u w r n q n n ~ ~ n r m w ~ ~ h u l i i

~nu7~~4~rt:q~'LurSunr~mmn I d a A. I sss tmuwa'nncls

~ d ~ t ~ n ~ f l w n ~ q ~ A w ~ t 1 n ~ 6 w ~ z r l w t m ~ ~ m l u

~ ~ l l l J ' 1 ~ 8 4 n l ~ l : ~ ( ~ i l e a ~ e Point) U:nImi+Zlu

n-.uudmd7u~nt point ~ o ~ ~ ~ s c t i a n ) w%tu~nne~rnr

u f i ~ w ~ f l 4 a u r n a a w ~ u (General Mills) danw

arru q d b j l u n i a . r w l ~ f i w ~ ~ d ~ ~ ~ n g ~ ~ ~ ~ ~ 1 5 ~ ~ ~ f l u

n ~ r u z t a m l t ci~uanrril&ni7~u% nranma§ ( ~ e a y

Cocker) f i i i~ l ia~daa~7~&t l~~u 'u~~tun~sdu ~ f i n w .e lu i i~uni? n ~ t m a 7 ~ ~ ~ i l r r ~ ~ ~ n ~ ~ u d 1 u n ~ ~ ~ a ~ a : :

u?bfi (Frequency Marketing) buiini&@~fiu#ny~

~ ~ i l n n u n ~ A s r a ~ ~ n ~ ~ ~ u ~ = : u u j 7 u % ~ y ~ Q n ~ ~ idu

q n ~ ~ d f i : t ~ o & ~ o u u n d u ~ ia~h~mhudmlt tlamfiurri4s ri3ra8u el~"1ra7twrr~era9~~rn7uhun1~ ~ 3 ~ n ~ & V r ~ u ~ u ~ ~ U u n ~ t ~ o i : ~ ~ n ~ t w w ~ m ~ ~ ' u ~ ~ i ~ n

(Loyalty Marketing) l ) z h d ? $ f ij~Mfluud2iuu7 ~h d a ~ n ~ ~ u ? ~ ~ t a ~ u g n & ~ 8 u % u ~ 4e+~tun l tn fw

n~~u5~flu6umrpamdaa4qnha dm~agiuhm~n7raaq

a n h w e ~ ~ u i i ~ ~ ~ ~ n ~ d ~ ~ ~ n ~ ~ ~ ~ ~ 7 ~ d a ~ n ~ m ~ 4

p n h ~ ~ w z m u (q~n8 uwi%ulntr]n. 2546)

n~ru7wi~~iuqrrfiqdu$ldd (Customer

Relationship Manilpement -CRM) d ~ f i s j l m d l 4 ~

u ln uqu dn n ~ m n i muuuv6uriaudt ( O n m n e

Marketing) n ~ t n ~ ~ n c d ~ a h m ~ u l w ' u d ~ ~ u ~ n a ~ u ! ~ ~ i

(Technalogy-enaMed Relationship Marketing) n7t

u % i r n a l u ~ ~ ~ q n ~ ~ ~ ~ u ~ w t i (~CRM) ~fluh firnu?

piiuimgnumfinw qex 2547) b t l l l u u ~ ~ ~ ' ~ ~ i i m #B

n1OLi71~uan~1rliimn~arlC?tan~~wa~au~~~utr~~ufiun~t

14~~1~Puf~ i (Ramano, MOO) i&nim&lrlufi~rtq~fn w

~ f i u a n d ~ r e u . l ~ c ~ n ~ ~ u ~ : : m 4 n ' n 7 f o d i ~ k ~ ~ u un:

$ u ~ ~ ~ 8 m n ~ i u s u ~ n ~ n ~ p 1 ~ ~ n ~ ( ~ u s t o r n e r Royalty)

l u n ~ ~ 1 4 ~ r a ~ ~ u e t ~ u 3 n ~ ~ ~ ~ a ~ 6 n ~ ~ ~u1lunw1r9w ~ r r a u ~ ~ u ~ ~ ~ ~ r r w s u 1 ~ w u ~ ~ ~ ~ ~ r i n ~ t ( ~ s p r s &

~ogers, 1993: Nykamp , 2007; 3nrr1 ~ P ~ ~ U ~ N Q I W Z

5nw gmt. 2547)

neiqa1mmpJ nisu*4211qnKi& M U I U ~ ~ ~ n v a / q ~ i U

n~~~~~um~~n~tl~C~.kirdmd~~~n~~~i]m~rFmt&~~ d qrnq~dw~

u a n q ~ n E u u u ~ n ~ ~ u ~ ~ i ~ u n ~ ' w ? ~ ~ ~ ~ n k 7

Xuriud (CRM) kiin?nltzqnfldd numwulnnlt

uhr~~~u~nii~Kufludp1~uhd (~CRM) Inhas $u ecm * n~rrilrn~~u~ifi~~um~~m::niRm~~~ ( I C ~

r4~~~1f lun~ruoun~~~); I~~1~~~6uir .eTu~ie~f i1~gn~i

du nvEnptoflu ecustomar cl~un~a3umtlQifiw n i t

d! i~$uw'uan7~ ~ Z U ~ I U ~ ~ U ~ U ~ U ~ U C ~ ~ ~ U (e-

commun~iy) ~flwiu &~flun~tdi(uuurlmm~rrn~~u

~ ~ ~ ~ t r u k n ~ ~ n a ~ r n n f u h ~ ~ i f f 0 u t ~ ~ 1 ~ ~ 2 : n ~ d 8 ~ 7 j ( 1 ~ ~ )

h u ~ ~ n ~ ~ s ~ u ~ r l a w n t u n ~ ~ 3 f i d ~ f ~ ~ ~ w ~ u l i q ' w ~ n ~ ~

shhniam1aqribi9l~d L ~ U ecomrnerce m-commerce

uh:. o ~ u n ~ m e r diii7u~uu~n4uVn~u dw~at~nwqrilq

47 rflufil9422inl7u~ldl~u~ ~ ~ % 7 4 f l 1 1 ~ ~urYu~~ufffTu

Qn~n&audwiu (~y~arnp ,2001)

~ ~ n r r r a . l ~ ~ ~ r r ~ ~ ~ u u u i u ~ ~ ~ CRM ulnd'Lthflu \uqnna?unuh (Shii in Focus) %~~n7ma?a

~ l l~ewdmulr l~~n~3u n~mnna$a$u~ann~un7'~

imBul~ra4t&3Onn O a t r ~ s ~ 4 4 ilq6uw8n (4Ps) qWllll~?I~fiCUq (~roduet) n19k41~7 (~riCB)d

~ Z Q I n ~ ~ ~ ~ u 4 ~ n ~ ~ n ~ ~ 4 n i m j l u (Flaw) u f i ~ n w dsdunimu (Promotion) hialuz~n~rn~~ F I ~ ~ ~ ~ Z M ~ ~ ~

If ~ ~ 7 ~ d ~ r 4 r y r n s n ~ r u 3 ~ ~ ~ ~ n B i ~ i ~ u t " u d fwu#xGw ~ ~ ~ u ~ u n a k u n : m ~ u r a ~ n ~ n ~ ? 1 ~ ~ ~ n ~ ~ ~ ~ ~ w c ~ 1 ~ f ~ d ~

ruvtr:rr~~~e~e~&n~.rd?un~u~~dn~d~$u~~in~owa~m

d@u*dn7mtl Ilfi$uWniw?nw uetd@uMu n l s ~ ~ u ~ ~ u n l w ~ t l s i i ~ ~ (Nykamp ,2001)

n ~ p ~ % ~ ~ n l i q ~ l l f l u ~ n q q u d ~ f i ~ m d q 4 & k a

wlin~rlrrynikqi7~ ~&i fa~~~na~dn~r lu~nba41~ l~~ i iu

mlsqnhlurila, nlrqtii=i 6-1: (Nykarnp. 2001)

I. a ~ 6 f l i ? d ~ u ' I ~ ~ ~ u ~ r y ~ w n ~ 20:80 W I ~

pareto dndmi~pnlidrruinr 20% d~au~nli~lirrilfi

~ ~ ~ n ~ q m i ~ e n u f i u ~ ~ u ~ ~ n i ~ r i ~ l r ~ 3 f ~ ~ ~ n ~ ~ ~ u ~ n &

80% I~~~UBLI~U#~OHIIII ~ ( a u ~ n / i ~ d ~ ~ ~ n 80% il n ~ ~ u ~ 1 u 1 m I u n ~ n i ~ r i ~ Z 0 1 4 u d ~ ~ ~ n ~ 0 ~ 1 ~ ~ ~ 20% 1 9 4

usmw&uun h m ~ u ~ f l i l u ~ % a 1 ~ ~ : ~ 1 1 ~ m ~ ~ d u ~ 1 d

du 0'19qziflu 30:70 40:60 LSU~~U ds~lfi\2/dk nzu~un~n i3w~~~~u~n~~$uVu 'ud (CRM) u?lflun?? ulian@pnh r a r r / . r l r h i i n ~ t n ~ ~ ~ ~ r i ~ ' ~ ~ ~ ~ n ~ ~ ~ ~ n

h p n h d i r y m l i ~ ~ l l i t ~ f i u a ~ ~ n ~ t t l ~ u d ~ m 14idq::

$?I8 2: n i ~ ~ ~ 7 3 ~ ? 7 ~ ~ ~ n d 1 4 1 l a n 7 f U ~ ~ C U

(Competitive Differentlation) ~~$U%ITWUQ 1787 iuw'ud tCRM) w~u~~n4l~er'l.3loJ6n~~uwnm~~~~n~ud~lIdi~u

n m u ~ u n i r & ~ m r ~ i ~ ~ n ~ 1 ri11~~6rl7s buiTu*iuanmd

i u u ~ ~ d ~ ~ l n ~ ~ ~ c 3 e l n 7 ~ $ a t ~ & 1 ~ 3 e u 3 n 7 d q unznmu

~ u ~ n f i n i m a a ~ n l i ~ 4 ~ ~ f i u n ~ ~ u ~ n n r i ~ ~ d u ~ n e i a n 7 r

aen dtruuvu u ~ ~ n ' ~ ~ r S n o ~ 1 ~ w u 1 u n ~ ~ u d ~ ~ u m r l ~ ~

&u

3. n m ~ n 7 n u ~ u d ~ d ~ ~ t i ~ ~ n i i l (Height Ended

Customer Expectation) $uQn k?iinv t~~1nu7nh 4 Y ua:wndmrru~~o gn A ~ C n ~ ~ r r n ~ n s k n g ~ a u 4 4

i ~ r 9 u K ~ ~ l ~ n ~ ~ ~ ~ ~ ~ ~ ~ i t d ~ n A i ~ u ~ u ~ (CRM) Zunis

i/atllt (Communication Channel ) $747 lunlr

d ~ ~ ~ ~ u d ~ u ~ n l l ~ ~ l u ~ ~ ~ ~ 7i)n46nirni~1#~ma~fiu1~

i iun i t~wu7ynninr I~ i j l~Fn2~~1tau3ni~ ( ~ r v ~ c e

~ i n d ) ~ ~ ~ a n l h m u n n m ~ ~ ' r w i ~ ~ u ~ n ~ ~ # u ~ u ~

u h q n hiuflu&tlimnm DEAR M O ~ ~ I hj414u

n?r~~,nn~u~nim tclu~y1fl~dznvd8 ww (Information

and Communication Technology - ICT)

1durnk~lasiisd~~~lun~,67~iius~u I.rintru?un?tfid

h u q eiwiiuqa, 2545)

nlsaDiaglu$mqn~ngi7 (Database}

t I n i o l i m ~ ~ u ~ & t ~ au7::au (Electron IC] I

wumw DEAR Model

1 94dl ia l ~ h ~ ~ ~ n h i ( ~ fi?dqN*~ii?!m~#~q'vd

~trqIu~iu#myaffa p n k q n m h ~fluflqqil'uua::

k & ~ u ~ w l ~ u ~ fine? dluimqmunzinn gm, 2547)

2. ~rnf i~uh~h~uwiu (Electronic)

u u ' i ~ l u d ~ t f i s ~ i i n i m d ~ ~ ~ ~ ~ n a l u ~ a d ~

riiu7'lfitdn mu9unirnk?~qn~~tfu~u8 (CRM) a i l 4

n 6 ~ r n m a u n : ~ n ~ n ~ a w t l ~ z ~ n n m ~ d u innOuf~3

J T U ~ B ~ W r 4 u l d e ~ ~ ~ Call Center ERP R R P C I ~ ~ ~

ravlduqh.nl=huiwl ~dullu u r i f n a h ~ u b q

~ ~ r l u ~ ~ i ~ l i ? u ~ l l l u ~ ~ ~ u n i ~ n ~ m h ~ ~ ~ n ~ ~ ~ u v u ' u ~

(CRM) i iuunrn~u~qdrn~sr in~f ' I~~~u~& 3 d ~ m n

arin A: rnnnIufa&lljfluCird ( ~ n teractive ~echno~ogy)

L W F I ~ U ~ ~ J . ~ U % B Y R (Database Technology) uPr:

~ n n P u l s ~ ~ w u i 5 ' ~ 1 f i u ~ r ~ w ~ ~ s i u (Customization

Techno~ogy) fintr~ i w h w ~ n w G n w pmo. 2547)

2.1 ~ n ~ I u t n i l d ~ 6 u C u d (Interactive

~echm~ogy) n i ~ I ~ ~ n n t u 1 1 d d i j K u ~ ~ ~ ~ i w u ~ u ~ ~ q n

~~tm7dk~ddutdunu?n~d7~t~ w I O ~ ~ Q I Q ~ B A ~

~ i [ u ~ n e f d ~ l i l i i n ~ t ~ ~ ~ u l u n ~ ~ , ~ ~ , Z U U L ~ ~ U A I

~ e u 3 ? L P S ~ fiP~lffi6 (computer Telephony

IrutegrationCTI) ~d~l4n~n~~8uL~afn7u~~ni~muelalrtl

~ z u u ~ ~ T ~ ~ ~ u ~ ~ u R ~ P ~ ~ I o ~ ~ ~ R B ~ ~ c ~ u c w Q ~ 1

(Con tact Center Sales Support) oarru~:d%~l#

n i w u w r n ~ n i ~ ~ ~ ~ ~ u . a a ~ ~ a w w " i ~ u ~ m m ~ (Cali

Center) (LoBue , 2003)

2.2 LM ~fuPadgiu8aqa (Database

Technology) m ~ i ~ ~ ~ s i t l s : ~ l n d ~ ~ u s ~ ' ~ ~ ~ ~ i ~ ' ~ ~ m ; l n ~ ~

u ? ~ ~ ~ Y i 9 ~ u 8 u ~ i l d ~ 6 u ~ n 6 ~ d . r a ' a ~ a i f l u d ~ d i ~ ~

i w n t ~ t a ~ ~ i u g a ~ F i 2 i ~ u m n ~ u ~ a ~ i d ~ ~ u n i ~ i ~ i ~ u

l i r z d 3 n ~ ~ l r a r n u a h 8 (Presenting)

~ n w O u t ~ ~ ~ ~ u Q ~ ~ w t i d ~ ~ ~ i i ~ ~ ~ n i l t ~ ~ u n ~ s ~ ~ mwauuu

nnilnlupluuudy diinwuunqrmaio imrrjuutlr

~ Q i I ~ l d i c ~ C&I IC~L~~~JW R # w ~ ~ D ~ ~ ~ L w u ~ : : I u ~ ~ ~

n o ~ u r t v d l i s ~ n q t ~ U ~ U U U U U ~ ~ nnrl nins ~ilu i u u ~ = a l u ~ t n ~ ~ ~ u ' 1 u n ~ 0 ~ ~ u ~ ~ d i u ~ d ~ B i ~ w%um

n?~uwnri~a k ~ ~ d a ~ d n ~ ~ u n n ~ r m ~ 3 u d o : ~ u ~ r d ~ ~ @ 4

fid14kLh%

II tr vnd 4 nmcuris+imqn (oistributing) Csvn Y dinuhi4tf%d~ru~wtluu~lwri kosn w ~ m i d ~ ~ ~ n d u r i a

13fn'1~~~ih~6.rlhhsdzm=n nn~hhtldnmwbrilq C ( ~ a ~ ~ w u ~ o r j a ~ ~ ~ ~ d a r ] f ~ ~ ~ d ~ ~ 9 i u ~ a U dlun~u

~ J U L R % ~ ~ U ~ I . I ~ I~U~!UYIO?L~~PI SULMB~LCW ~ h n m

kh ED1 ~ d ~ f i ~ d-qfiuua nsqn~nnlulwi j i u $ d y n ~ f l u

a a i l d ~ s n s u d d ~ k . ~ l u n t : ~ a u n ~ n i ' i ~ i ~ ~ i u ~ n ~ ~

au%uf~&a ~ ~ j i n ~ ~ I ~ ~ n n l u h l j 1 u n ~ 0 B i u ~ ~ W - ~ J ~ U

Jluiatlailiii lu?win (Knowledge Dlaavery in

Databases - KDD) H78 M & P ~ ~ I (Data Mining) hr r r u ~ u ~ u n t ~ u ~ u n ~ t ~ s l l l u n ~ r 3 ~ n t ~ z l i h a ~ ~ ~ HRI n ~ a 7 t l ~ ~ ~ u Z L ~ R Q ~ I U ~ ~ ~ P ~ I W Q ~ ~ ~ U U ~ ~ ~ ~ T ~ U I ~ m y c l ~ ~ z ~ ~ ~ u ~ ~ r u ' u d f i u ' ~ ~ ~ ~ ~ ~ y w %.rtuuu~Rai99:1~

lun~muinrrdun~r~~nfan~~~~~ciin~uat]~~~uu'~~u

n~nnrddqihHu~::aa~duri~n~q~ (Edelslein. 2002)

h a ~ ~ u n t u d r z ~ n 6 ~ ~ ( l u n ~ 0 u ' o u ~ 0 ~ n ~ ~ 6 u f i u d

(CRM application) ~ H w $ ~ u ~ ~ A (Data Mining)

h n d l ~ t ~ l y t i c CRM ij~.id'~hunlil~rm:~$a~147n

S w h r J ~ d o ~ ~ n d ~ ~ ~ w % ~ ~ ~ ~ ~ ~ ~ ~ L W U ~ : W U K I I

Q n & 7 ~ w 7 3 1 ~ m ~ ~ m ~ ~ d d ~ ~ ~ 7 ~ d ~ ~ ~ ~ ~ ~ ~ ~ f l ~ ? : :

ZGuriqnhidmZd

2.3 ~ p l n l u l ~ 5 1 ~ ~ ~ ~ ~ 1 ~ ~ ~ ~ ~ w ~ ~ ~ ~ ~

(Customhation Tech ndogy) L W ~ ~ I U I ~ ~ I ~ ~ H ~ ~ ? # U J I

~ l ~ B w k ~ n & m ~ w ~ n C i ? W ~ m ~ m u ~ ~ u u u n a ~ ~ ~ r r t i u a 4 crrnmundu~rlrtm kludwr ssnqraenuiludw

tlmun?~nwwa, mtwrjkwm ~ k n 7 n 1 ~ ~ ~ U U C ~ U S

E.piphany Sdware Oracle Carp. Peoplesoft Pivotal

SAP AG stebel -terns du&u u ~ n m ~ ~ d d ~ 8 ~ l u r n , ~ ~ ~ n @ 4 ~ n ~ rna~lud

uf iraa4s8uof iad~iu Muri L W R I U P W ~ ~atn~014~1u nwrrli7rdai;a m ~ ~ d u ~ t l c g drz*uniralluqt'lq

r ~ A a g n ~ ~ d i ~ ~ 6 r l k a u @ d u ~ n i ~ ~ n d ~ Q Y uar.

i u i r r ~ ~ ~ ~ $ m ~ y f i ~ u uin~tucinhitnit~niui~~~~u

d ~ ~ l u r l l a d ~ u u ~ ~ d u m i m ~ ~ m ~ b b ~ ~ ' i i i u n ~ ~ ~ ~ ~ u hu6iafuu~~~upl 'n~~1fluw'u~i l ~rt:u:uv duiu

3. n ~ o i ~ w l d ~ ~ n s u ~ d a n ~ w + h wmda~~u6

(Action)

~ d a d ~ a ~ nQn)iqcmr~fln4~4n7atu~nd~6u

~nhmi~~rrly7~niruk, ~ ~ u h u ~ d u o a n m i h n ~ n w * ~

Xu+Tu# (MM) iia n l ~ h I d r u n n r w % f i ~ n ~ r i q ?I li7ld(ni~fihu n i a m ~ ~ ~ n ~ ~ n ~ t ~ u ~ a ~ u K ~ ~ u f ~ u p n h & l d ~ ~ n n r d l ~ ~ ~ & ~ ~ f l d ~ ~ t l j l l u ~ u 3 ~ u ~ ~ ~ n7 t~~uuf~n~mtli .r$a~~SF I u d t ~ ~ A u d ~ ~ r y d i ~ ~ i n

duufmwudiaqn7waa~niTq kufiuu%d~tnoi;oqnR7 i ? . a u ~ ~ ~ ~ r r u ~ n m i ~ n ~ ~ ~ ~ n C i " ~ . i ~ ~ n R i u l u b d i ~ ~ slulsl dn~n;~fiuina~un:n~udast~~u~u~ud nulnljuril dald@.'l r ~ a ~ ~ ~ i i w t a l r l ~ i ~ ~ at41 ~duliluri ot l ln l t i ~ u ~ a a n w n ~ t 8 n r i e d ~ n ~ ; l h a s n ~ t u n -

uanmuawdamwn~'~A~da tmu$w~ru7i~dwn7.1thlm

S(*rm?nupIt:~uniid~~hn'rt~mdflfiu~n~~di::na

. ~ m d n d l l r r l h d u Bun~tiiurrfGfimu

fiaun7~ nm~urrlndw rra:dtl~w~an7~#en~d~ilu~::fiu

* ~ ~ ~ h q d ~ wiwznu L A B ~ ~ I I J ~ ~ ~ ~ h a ~ t l r ~ ~ n t u s r ' w u ~

M ~ ~ ~ N ~ P u B K u ~ ~ & ~ ~ ~ ~ s U ' ~ ' P : : A M ~ ~ I w ~~s::df::8nii~

dew ~narntth~~tannwr?ul~u#n'u~n~~~#$uirl

~ a n ? ~ ~ , t ~ l f i 4 d * l r l $ 3.1 mnhdd? ~ n ? d f i ~ r n f l # a t ~ u ~ ~ ~ i n ~ ~ ~

n q d a ' ~ ~ ~ q n h k u C i n m r ~ i ~ n ~ ~ u d b y m q n unzmt

uhnauqnh (%ginen tauan)

3.2 n ~ ~ a $ ~ ~ F I I w n s u n ~ ~ u K ~ d w ~ u y sriqrna;r

qnhi w n n ~ ? u d ~ n ~ q n A i ~ ~ n ~ 7 A a q f i irmiila yn

~nR11unqudwq ~ ~ n l w ~ f i u n ~ t a 5 w I d t u n ~ u

3.7 ~ ~ r ~ ~ ~ ~ l d l l t u n ~ ~ 1 ~ ~ ~ ~ ~ f i u ~ 1 ~ r ~ ~ ~

dnhu LIU m~d.rflk?a~flztln?h~h n7tdqnqsrrfisrq

rr~?umalrqw msu~mr~~umauqmu~~hQsrl3u n v

Manmrmiu ~essage) u ~ m m y r r a u r l d a

iw~Piitnri7wd rfiuitu u&wr L ~ ~ U ~ ~ ~ ~ P I E L ~ C I R Z B ~ ~ Saul u d ~ ~ f l u d s a a a t l ~ k ~ n t ~ ~ n ~ u ~ t o ~ f ~ ~ n ~ ~ u d d u k u ~ ~ n ~ ~ ~ l a ~ u ~ u ~ ~ ~ u d ~ s g n # ~ r t i r ~ ~ ~ n i ' ~

WbfltdQld14;

4. n i ~ r f i u k q n h (Retention)

pJ u u ~ ~ ~ ~ ~ n ~ n ~ n ~ ~ n w n ~ ~ u ~ u ~ u ~ n ~ ~ d

d q & ~ ud4M 2 n@m6n fin

4.7 n~mt l i t l~nu~r~~~~ududuB (Relationship

Broadening) w~uh ~ ? u ~ t l ~ u ~ u ~ ' l b n ~ ~ ~ ~ u ~ ~ n i d n i ~

i] J~brSud~u~nAil~Y'u'11n~tlu~1qu~~~u hwmo f ulatdmu1u~w~~nmw~n~7~tbmuh~mdndi~~~qwv

k d r f l 7 ~ ~ 1 u u & n h n i t a f w 1 ~ 3 u r r . r ~ u ~ u f i ~ ~ u . j ~ ~

In k ~ m t a t h ~ t l i h l u uim?n#u btl@uuumaunlt

~ ~ ~ m t l u ~ ~ a m ~ u ~ u ~ u ~ w u ~ u ~ ~ ~ ~ ' ~

- nmtwlisr&d ( ~ s - ~ l t n g ) ~.hr u%Q Zt#uiFn~tInsrTwfl~1fi~ rtllun~~~&u~udiiu~n&qlil~

n ~ ~ ~ ~ u 3 n ~ d ~ ~ ~ q u d t i l w ~ w t ~ ~ a u%~trnu&maulfiJ

u3mmn~dtpn~~ ~ n q m n m i ~ q m a t3Juiu

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l~n6~m%~nhhtrla. (2546). IBM:CRM nl.rmn~lja&J$ui. npLnm :itdnyidtb. irnnad, uriiunl. (2546). ~ r y ~ u t + z n n q m i CRM. (u-M UBR R ii ~ $ 4 ghd~11~). nl4mwv:

LA L;U SULWOQLU~ULLU~.

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n o n j ~ ~ ~ u ~ n r r ~ n ~ t i ~ ~ ~ ~ : : n ~ ~ a ~ ~ ~ u ~ ~ ~ ~ i ] ~ t : ~ ~ ~ i ~ n u~&adu7:http:lhnvv2~ft~l.a~.th/

dwnld/ pworldlpw42142-cmsewices.pdf [S ~ Q U ' L ~ U 25491

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