This report investigates the influence of Customer Relationship Management (CRM) techniques employed by Starbucks on consumer reliability in Thailand. The study begins with an introduction outlining the research's central idea and purpose, followed by a comprehensive literature review that explores the political, economic, social, and technological factors (PEST) impacting Thailand and their relevance to Starbucks' operations. The review also delves into CRM, brand involvement, and customer experience, highlighting their interdependencies. The methodology section details the research approach, design, and data collection methods used to analyze Starbucks' strategies. Ethical considerations, limitations, and potential outcomes of the research are also discussed. The report aims to determine how Starbucks attracts customers in Thailand by examining its CRM policies, marketing segmentation, and customer-centric approaches, ultimately providing insights into the company's success in the Thai market.
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