Customer Relationship Management and Product Quality Impacting the Purchase Decisions of Herbal Inhalers and Herbal Balms: A Case Study of Tossakan Nakha Products by SCG Grand Martech Co., Ltd., Thailand, Among Chinese Consumers in Chengdu, Sichuan Province, People's Republic of China
Keywords:
Customer Relationship Management, Product Quality, Purchase Decision, Herbal Inhaler, Herbal BalmAbstract
This study investigates how Customer Relationship Management (CRM) and Product Quality affect the purchase decisions of Thai herbal inhalers and herbal balms marketed under the Tossakan Nakha brand among Chinese consumers in Chengdu, Sichuan Province, People’s Republic of China. The objectives were to examine the influence of CRM and Product Quality on consumer purchase decisions and to identify which dimensions of these variables most strongly predict buying behavior. A quantitative survey design was employed with a convenience sample of 385 respondents, using a structured questionnaire developed from established CRM, product quality, and consumer decision-making frameworks. Data were analyzed using descriptive statistics and multiple regression analysis. Results show that both CRM and Product Quality significantly predict purchase decisions, with product performance emerging as the strongest driver of initial purchase, while relationship effectiveness plays a key role in encouraging repeat purchases and brand loyalty. The study offers practical insights for Thai SMEs seeking to compete in the Chinese market, highlighting the need for superior product standards combined with strategic consumer relationship management.
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