Browsing by Subject "Relationship quality"
Now showing items 1-6 of 6
(Assumption University, 2015)
This 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 ...
Antecedents and Consequences of Relationship Quality: An Exploratory Study on Hospitals in Thailand (2015-01)
The 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. ...
(Assumption University, 2017-09-30)
Developing and testing relationship quality model: the context of undergraduate business programs in Thailand (Bangkok : Assumption University, 2019)
The 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 ...
The effect of relationship quality on cross-buying intention in bancassurance channel: a study on bank customers in Thailand (Assumption University Press, 2016)
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 ...
The Impact of Individual Level Cultural Value Orientation as A Moderator of Seller Influence Tactics, Relationship Quality, and Customer Loyalty (Assumption University, 2015)
As 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 ...