| บทคัดย่อ(English) |
The objective of this research is to find and compare the competenceof internet and mass media including newspaper, radio, and television inorder to analyze the tendency of media usage in the process of customerrelationship management of Krung Thai Bank Public Company Limited. Researchtools employed for data collection are as follows: 1) field observation toinvestigate the interaction between customers and mass media; 2) textualanalysis using a coding sheet to categorize and interpret the meaning fromthe media; 3) in-depth interview of the management and staff whose worksconcern with the process of communication between the bank and customers;and 4) focus group of 20 target customers communicating with the bankthrough mass media and internet. According to the findings of this research, both internet and themass media have their own uniqueness for customer relationship managementdue to characteristics of each medium. Thus, Krung Thai Bank Public CompanyLimited uses both kinds of media, considering unique competence of eachmedium, to create good attitude and feelings of the customers. Besides, the bank selects the medium of which competence consideredmore unique for customer relationship management. If all media have equallyunique competence, the bank will select to use only one medium. |
