Browsing by Subject "AU Journal of Management -- 2015"
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ItemAntecedents and Consequences of Relationship Quality: A Study on Private Hospitals in Thailand(Assumption University, 2015) Suppasit Sornsri ; Assumption University. Martin de Tours School of Management and EconomicsThis study aims at developing a more comprehensive set of dimensions of relationship quality by employing the Investment Theory (Rusbult, 1980). It also focuses on determining the antecedents of relationship quality by applying the Transaction Cost Analysis (TCA) Theory (Williamson, 1985) as well as examining their relative significant relations. Finally, the paper examines the consequences of relationship quality by using the Exit-Voice Theory (Hirschman, 1970). The focal construct in this research is the relationship quality between hospitals and their outpatients. Previous studies have developed relationship quality dimensions mostly in the "want to" aspect and tested their models in various B2B and B2C contexts. However, in a number of long-term relationships, "ought to" and "have to" aspects of a relationship are also important in helping the longevity of the relationship in spite of dissatisfaction in the relationship. Unfortunately, very few empirical studies on relationship quality have captured such dimensions. Therefore, I set out in this paper to study these issues. The questionnaire survey data were gathered from 478 outpatients of a total of four private hospitals in Bangkok, Thailand. The results show that knowledge about patients has the most significant relationship to trust and patient switching risks have the most significant association with both inertia and dependence. The variation in trust explains the most among all the dimensions of relationship quality. Trust and inertia have positive effects on constructive feedbacks and revisit intention. Trust may also discourage switching intention while dependence positively affects revisit intention.
ItemThe Impact of Individual Level Cultural Value Orientation as A Moderator of Seller Influence Tactics, Relationship Quality, and Customer Loyalty(Assumption University, 2015) Veerasak Prasertchuwong ; Assumption University. Martin de Tours School of Management and EconomicsAs competitions in marketing intensify and many marketers offer products that are similar, salespersons are forced to adapt their marketing strategies to survive. Relationship marketing has become the suitable strategy that salespersons employ to cope with this situation. Nevertheless, each and every customer is unique, so a better understanding of customers at the individual level is essential. Thus, this research examined the effects of cultural value orientations of customers at the individual level on the relationship between seller influence tactics, relationship quality, and customer loyalty. The questionnaire was launched to 511 respondents gathered from several central business districts in Bangkok metropolitan, Thailand. I employed the structural equation modeling approach to investigate the issues. The findings show that many relationship channels between coercive influence seller tactics, relationship quality, and customer loyalty which was influenced by a customer's cultural value orientation are not statistically significant. In contrast, quite a number of relationship paths between non-coercive seller influence tactics, relationship quality, and customer loyalty are significant. Moreover, the linkage between relationship quality and customer loyalty influenced by cultural value orientation is significantly strong.