Omnichannel communication platform design for Thai B2B construction glass and accessory e-commerce

This research study focuses on the main challenges that B2B customers encounter in the construction industry. These include the necessity for personalized services, inconsistent or inaccurate information, ineffective communication channels, and slow response times. The identified issues often lead to time and cost overruns for construction industry stakeholders. The research aims to design an integrated communication platform tailored for B2B construction glass and accessory e-commerce in Thailand. The main objectives include investigating existing construction businesses in Thailand to identify pain points, analyzing strategic communications influencing customer satisfaction and determining key factors to enhance communication, and designing an omnichannel communication platform.To achieve the research objectives, a mixed-methods approach was adopted. First, a quantitative research method was employed to collect data from 100 participants through a survey. The survey aimed to identify key aspects and employed the IPA (Importance-Performance Analysis) matrix for data analysis. Additionally, qualitative research was conducted through interviews with ten stakeholders. Value mapping questions were utilized during the interviews to gather feedback and identify areas for improvement in the design of the B2B e-commerce platform. The correlations derived from both the survey and interviews are the key factors for the development of an omnichannel communication platform for B2B construction e-commerce in Thailand.The primary research findings revealed several key factors integral to the design of the e-commerce platform. These factors include implementing bulk order pricing, enabling delivery time booking, incorporating price comparison functionality, allowing users to book product pick-up times, ensuring prompt and consistent service, providing easy access to service channels, presenting company news updates, and presenting products' official licenses. Incorporating these findings into the design will help address the identified pain points and enhance communication among stakeholders, ultimately fostering long-term relationships between companies and their customers in the B2B construction glass and accessory e-commerce sector in Thailand.