Social CRM, RMO and business strategies affecting banking performance effectiveness in B2B context

Journal of Business and Industrial Marketing

Volumn 30, Issue 6, 2015, Pages 742-760

  Wongsansukcharoen, Jedsada ^a   Trimetsoontorn, Jirasek ^b   Fongsuwan, Wanno ^b  

^a KASETSART UNIVERSITY   (Thailand)

^b KING MONGKUT'S INSTITUTE OF TECHNOLOGY LADKRABANG   (Thailand)

Author keywords

Banking performance effectiveness; Business strategies; Business to Business marketing; Relationship marketing orientation; Social CRM; Structural equation modelling

Indexed keywords

EID: 84930830108     PISSN: 08858624     EISSN: None     Source Type: Journal    
DOI: 10.1108/JBIM-02-2013-0039     Document Type: Article

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