Browsing by Subject "Relationship quality"
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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.
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ItemAntecedents and Consequences of Relationship Quality: An Exploratory Study on Hospitals in Thailand( 2015-01) Suppasit SornsriThe focal construct in this study is the relationship quality between the hospitals and the patients. The previous studies had developed relationship quality dimensions mostly in terms of “want to” aspect and tested their model in various B2B and B2C contexts. However, in several long-term relationships, “ought to” and “have to” aspects of relationship are also important in helping create the relationship longevity in spite of dissatisfaction in the relationship. Very few empirical researches on relationship quality have captured these dimensions. The objectives of this study were to explore the dimensions of relationship quality by using the Investment Theory (Rusbult, 1980); to explore the antecedents of relationship quality by applying the Transaction Cost Analysis (TCA) Theory (Williamson, 1985); and to explore the consequences of relationship quality by using the Exit-Voice Theory (Hirschman, 1970). The in-depth interviews were conducted with 25 respondents who usually visit the same hospital. Trust, inertia, and dependence were found to be the dimensions of relationship quality. The results also found that the antecedents of relationship quality included doctor expertise, knowledge on patient, patient familiarity, perceived hospital image, doctor effective communication, patient switching risks, and hospital alternative scarcity. The three consequences of relationship quality revealed from the in-depth interviews included constructive feedback, revisit intention, and switching intention. All these antecedents and consequences were also found supported in previous literatures.
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ItemDeveloping and testing relationship quality model: the context of undergraduate business programs in ThailandThe purpose of this study is to develop a concept of the dimensions of relationship quality for students and lecturers, using the Investment Theory. The determinants of relationship quality drawn from the Social Exchange Theory and their outcomes were investigated. Past studies examined relationship quality in various contexts, yet were limited in higher education. Relationship quality dimensions are evolving and mostly capture only “want to” and “ought to” stay in relationships, hence, this study added a “have to” aspect. This study adopted in-depth interviews and a self-administered questionnaire. The 459 useable data from undergraduate students of the international day-program in business of three purposively selected universities were analyzed. This empirical study has found that students’ trust, gratitude, and dependence represent comprehensive dimensions, as justified by the three aspects of relationship based on the Investment Theory, of relationship quality. Effective communication was the most significant predictor of trust. Functional quality was the most significant predictor of gratitude. Mentorship was the strongest predictor of relationship quality. These findings contribute that the Social Exchange Theory can be used to explain the reasons for strong student relationships. Accordingly, higher education institutions are recommended to sustain the effective communication, functional quality, and mentorship qualities of their lecturers.
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ItemThe effect of relationship quality on cross-buying intention in bancassurance channel: a study on bank customers in ThailandThere 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.
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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.