Purpose: This research study aims to determine the extent to which Chinese expatriates are drawn to visit the leading and luxury shopping complexes in Bangkok Metropolis, by measuring the shopping complexes’ CRM attributes, their utilitarian value and their atmosphere. Attributes of customer relationship management (CRM)in this study include: the behavior of the employees; quality of customer service; relationship development; and interaction management. Research design, data and methodology: Chinese expatriates living in Greater Bangkok are asked to express their satisfaction and loyalty towards the shopping complexes. This study uses a quantitative research design. Questionnaire is distributed to the sample size of 150 customers. Multiple Linear Regression (MLR) and Simple Linear Regression (SLR) are used to analyzed the results. Results: The study finds that all the CRM elements, except relationship development have an impact on Chinese expatriate customers’ satisfaction and loyalty, while both the shopping complexes’ utilitarian value and their atmosphere have an impact on Chinese expatriate customers’ satisfaction and loyalty to the shopping complexes. Limitations/Implication: The results can be useful for the shopping complexes’ CRM planners to design specific communication and customer intimacy specifically catered to Chinese expatriate customers, of which population continues to rise as a result of growing businesses between Thailand and China.
Keywords: Customer Relationship Management (CRM), Utilitarian value, Atmosphere, Customer Satisfaction, Customer Loyalty, Chinese Expatriates
JEL Classification Code: D83, M31, O14, J11, F6
