A study and developing customer relationship management model for customer retention: a case study for entrepreneur in innovative pet food supplement business (dog and cat)

Abstract

This study, titled "A Study and Developing Customer Relationship Management Model for Customer Retention: A Case Study for Entrepreneurs in the Innovative Pet Food Supplement Business (Dog and Cat)," aims to explore the factors influencing customer purchase intention and repurchase behavior of innovative pet food supplement products among both B2C and B2B customers. The research applies the Theory of Planned Behavior (TPB) as a conceptual framework for studying consumer behavior. The study collected data from 250 B2C customers who own pets, have previous purchasing experience, and whose pets have consumed innovative pet food supplements in Thailand. Additionally, data was gathered from 20 B2B customers, including both current and potential pet shop owners who sell pet supplies and food. The study employed statistical analysis using SPSS and AMOS. The quantitative research findings confirm the proposed research framework, with confirmatory factor analysis (CFA) validating the relationship between variables. Structural Equation Modeling (SEM) was used to test the influence of key factors. The results indicate that Attitude (Attitude Toward Purchase), Social Norms, and Purchase Intention significantly affect the purchasing behavior of B2C customers in Thailand. Meanwhile, qualitative findings suggest that all research framework factors similarly influence B2B customers' purchase and repurchase intentions for innovative pet food supplements.