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Relationship marketing: Loyalty int...

Boonajsevee, Bhoomipan.

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Relationship marketing: Loyalty intentions in new era of Thai bank marketing.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Relationship marketing: Loyalty intentions in new era of Thai bank marketing./
作者:	Boonajsevee, Bhoomipan.
面頁冊數:	115 p.
附註:	Source: Dissertation Abstracts International, Volume: 66-06, Section: A, page: 2300.
Contained By:	Dissertation Abstracts International66-06A.
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3180651
ISBN:	9780542210761

Relationship marketing: Loyalty intentions in new era of Thai bank marketing.
Boonajsevee, Bhoomipan.

Relationship marketing: Loyalty intentions in new era of Thai bank marketing. - 115 p.

Source: Dissertation Abstracts International, Volume: 66-06, Section: A, page: 2300.

Thesis (D.B.A.)--Nova Southeastern University, 2005.

Because of unprecedented competitive pressure, Thai retail banking industry is facing rapidly escalating competition. This has lead to a situation in which retail banking must try to effectively service business customers who now see new options.

ISBN: 9780542210761Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Relationship marketing: Loyalty intentions in new era of Thai bank marketing.
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500 $a Source: Dissertation Abstracts International, Volume: 66-06, Section: A, page: 2300.
500 $a Adviser: William C. Johnson.
502 $a Thesis (D.B.A.)--Nova Southeastern University, 2005.
520 $a Because of unprecedented competitive pressure, Thai retail banking industry is facing rapidly escalating competition. This has lead to a situation in which retail banking must try to effectively service business customers who now see new options.
520 $a This study is designed to contribute to Thai bank executive information needs on how to create and maintain long-term customer relationships.
520 $a Relationship marketing, thought to be relevant in industrial and service markets, is based on long-term relationship that has arisen goes beyond the traditional marketing mix model. It focuses on mutual exchange and fulfillment of promises which lead to customer retention, to repeat purchase and building trust and loyalty in the relationship.
520 $a The major research question addresses linkage between the three major determinants of benefits, communication, and perceived service quality and relationship quality and components of relationship quality composed of satisfaction and trust. The relationship quality variables lead to commitment as components of long-term orientation loyalty.
520 $a The result confirmed that three factors: benefits, communications and service quality were related. The study also found that trust and satisfaction, component of relationship quality, influenced the customers' commitment. Thus, committed customers indicated a greater likelihood of staying with their existing bank.
520 $a Neither bank officers nor their customers differed in their perceptions of benefits, communication and relationship quality itself. An alternative explanation may be the reluctance to speak out in Thai society which seems to encourage a greater conformity of opinion, even where it involve bank officers and their customers.
520 $a This study has proposed the concept of relationship quality as a purposeful strategy to Thai bank executives to consider for creating customer loyalty. Firstly, the results add support to the argument of earlier findings that perceived benefits, communication, and perceived quality are linked to relationship quality in trust and satisfaction dimensions. Secondly, the study suggested how trust and satisfaction play a part in strengthening Thai customers' commitment to their particular bank. Thirdly, the results showed problems associated with using SERQUAL as an assessment of Thai bank service quality. Thus the scale must be used with caution when obtaining data from Asian respondents due to culturally influenced interpretations of the self-reported questions.
590 $a School code: 1191.
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791 $a D.B.A.
792 $a 2005
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