CRM Development on Mobile Application for SMEs in the Three Southern Border Provinces

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Nimarunee Hayeewangoh, Nattee Kachornkittiya, Graitapon Termwitkachorn


The purposes of this research are to analyze, design, develop, and evaluate the efficiency and effectiveness of the CRM system. This study is a developmental research. The sample group used in the research was 390 SMEs entrepreneurs. The tools are efficiency assessment and effectiveness assessment. The results of analysing, designing, and development found that the work process of the CRM system consists of 5 processes: Login System, Customer System, Trading Information, Deal Information, and Reports. Also, there were representatives of information related to the system, including employees and managers who are working in the subsystem within the large system. The main stakeholders were managers and employees while the secondary stakeholders were customers. The efficiency and effectiveness of the system were at a high level with a mean of 4.63 and 4.41, respectively

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