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Browsing by Subject "Relationship marketing"

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  • Item
    The effect of relationship quality on cross-buying intention in bancassurance channel: a study on bank customers in Thailand
    (Assumption University Press, 2016) Suwanna Kitseree
    There are limited studies of relationship marketing in Business-to-Consumer, especially in a bancassurance context, although this theory has been previously used in the marketing studies in the past. Thus, this study employed relationship marketing theory and related constructs to explain the success of bancassurance in Thailand. About 700 questionnaires were distributed but only 443 completed sets of questionnaires were qualified for SEM analysis after data cleaning process. Among the antecedents of relationship quality, only relational bonds were found to have a direct and positive relationship with the cross-buying intention. Other variables, such as source credibility and brand image, were found to have indirect effect on cross-buying intention through relationship quality. The results of this study contribute theoretically in the area of relationship marketing and relationship quality. Relationship marketing theory was proven to be a dynamic theory and still plays an important role in the twenty-first century, especially in the services sector area. Moreover, relationship quality between the bank and its customers helps explain the success of the cross-buying intention of bank customers in the Business-to Consumer context.
  • Item
    Factors related to customer behavior-based customer relationship management (CRM) performance of mobile content provider "ChickyClub"
    (Assumption University, 2007) Oranuch Prayoonthong
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    Idenifying the association between relationship marketing and customer loyalty at ABC Bank in Assumption University Campuses: a case study based on the student's point of view
    (Bangkok : Assumption University, 2015) John, Jerry
  • Item
    Identifying the association between relationship marketing and customer loyalty at ABC Bank in Assumption University Campuses: A case study based on the Student's Point of View
    ( 2015) John, Jerry ; Thongdee Kijboonchoo
    Relationship marketing is a marketing technique aimed at the development of long term customer relationships. This marketing technique is aimed at retaining existing customers rather than to attract newer customers. The main objective of this research study is to determine whether bonding, trust, commitment, communication, competence and conflict handling dimensions of relationship marketing have a significant relationship with customer satisfaction and customer loyalty variables among banking customers. The researcher identified the student customers of ABC Bank having an account at Hua Mak or Suvarnabhumi campuses of Assumption University Thailand as the target respondents. The study was carried out in 2015 on a convenience sample of 400 respondents. Reliability and internal consistency of the questionnaire were tested using Cronbach's Alpha. The hypotheses were tested using Pearson's correlation and the results showed that there is a significant positive relationship between all the six dimensions of relationship marketing on customer satisfaction. The researcher also found that there is a significant positive relationship between customer satisfaction and customer loyalty.
  • Item
    Mobile customer relationship management
    (Bangkok : Assumption University, 2003) Nwe, Saw Myat ; Sudhiporn Patumtaewapibal
  • Item
    The relationship between elements of marketing mix and brand equity of Sunsilk in Bangkok
    (Assumption University, 2003) Supavadee Apivanich
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    The study of the impact of relationship marketing tactics on behavioral loyalty of customers of Advanced Info Service Public Company Limited (AIS)
    (Assumption University, 2003) Teeranun Siangliew
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    A study of the relationship between the elements of marketing mix and some dimensions of brand equity
    (Assumption University, 2003) Natnicha Seema
  • Item
    A study of the relationships between marketing mix elements, brand equity, and customer loyalty of intel customers in Bangkok
    (Assumption University, 2006) Sahassa Inthaiwong

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