Relationship marketing: A Thai case

International Journal of Emerging Markets

Volumn 4, Issue 3, 2009, Pages 252-274

  Chattananon, Apisit ^a   Trimetsoontorn, Jirasek ^b  

^a RANGSIT UNIVERSITY   (Thailand)

^b KING MONGKUT S UNIVERSITY OF TECHNOLOGY   (Thailand)

Author keywords

Relationship marketing; Sales force; Thailand

Indexed keywords

EID: 84986018798     PISSN: 17468809     EISSN: 17468817     Source Type: Journal    
DOI: 10.1108/17468800910968418     Document Type: Article

References (94)

1. Abramson, N.R. and Ai, J.X. (1997), “Using guanxi-style buyer-seller relationships in China: reducing uncertainty and improving performance outcomes”, International Executive, Vol. 39 No. 6, pp. 765-804.
2. Achrol, R.S. (1997), “Changes in the theory of interorganizational relations in marketing: toward a network paradigm”, Journal of the Academy of Marketing Science, Vol. 25 No. 1, pp. 56-71.
3. Ahmed, F., Patterson, P. and Styles, C. (1999), “The determinants of successful relationships in international business”, Australasian Marketing Journal, Vol. 7, pp. 5-21.
4. Andaleeb, S.S. (1992), “The trust concept: research issues for channels of distribution”, Research in Marketing, Vol. 11, pp. 1-34.
5. Anderson, J.C. and Narus, J.A. (1990), “A model of distributor firm and manufacturing firm working partnership”, Journal of Marketing, Vol. 54 No. 1, pp. 42-58.
6. Armstrong, J.S. and Oveton, T.S. (1977), “Estimating non-response bias in mail surveys”, Journal of Marketing Research, Vol. 14 No. 3, pp. 396-402.
7. Bagozzi, R.P. (1995), “Reflections on relationship marketing in consumer markets”, Journal of the Academy of Marketing Science, Vol. 23 No. 4, pp. 272-7.
8. Ballantyne, D., Christopher, M. and Payne, A. (1995), “A pathology of company-wide quality initiatives: seven prescriptions for failure”, in Payne, A. (Ed.), Advances in Relationship Marketing, Kogan Page, London, pp. 205-19.
9. Berry, L.L. (1983), “Relationship marketing”, in Berry, L.L., Shostack, G.L. and Upah, G.D. (Eds), Emerging Perspectives on Service Marketing, American Marketing Association, Chicago, IL, pp. 25-8.
10. Berry, L.L. (1995), “Relationship marketing of services – growing interest, emerging perspectives”, Journal of the Academy of Marketing Science, Vol. 23 No. 4, pp. 236-45.
11. Bialaszewski, D. and Giallourakis, M. (1985), “Perceived communication skills and resultant trust perceptions within the channel of distribution”, Journal of the Academy of Marketing Science, Vol. 13 Nos 1/2, pp. 206-17.
12. Brown, S.W. and Swartz, T.A. (1989), “A gap analysis of professional service quality”, Journal of Marketing, Vol. 53, pp. 92-8.
13. Brunner, J.A. et al., (1989), “The role of guanxi in negotiations in the Pacific Basin”, Journal of Global Marketing, Vol. 3 No. 2, pp. 7-23.
14. Callaghan, M., McPhail, J. and Yau, O.H.M. (1995), “Dimensions of a relationship marketing orientation: an empirical exposition”, Proceedings of the 7th Biannual World Marketing Congress, VII-II, Melbourne, Australia, July, pp. 10-65.
15. Campbell, D.T. (1995), “The informant in quantitative research”, American Journal of Sociology, Vol. 60, January, pp. 339-42.
16. Chiao, C. (1982), “A modest proposal on “relationship”, Sinicization of Social and Behavioral Science Research in China, Institute of Ethnology Academia Sinica, Taiwan, pp. 345-60 (in Chinese).
17. Crainer, S. (1996), Key Management Ideas: Thinking that Changed the Management World, Pitman, London.
18. Crosby, L.A., Evans, K.R. and Cowles, D. (1990), “Relationship quality in services selling: an interpersonal influence perspective”, Journal of Marketing, Vol. 54 No. 3, pp. 68-81.
19. Department of Industrial Promotion (2001), “Steel pipe industry”, pp. 1-7 [Online], available at: www.dip.go.th/investment/fs/efs14.htm (accessed 11 April 2006).
20. Department of Industrial Promotion (2007), “Steel industry” [Online], available at: www.ryt9.com/s/oie/293376/ (accessed 31 October 2007).
21. Donaldson, B. and Toole, T.O. (2000), “Classifying relationship structures: relationship strength in industrial markets”, The Journal of Business & Industrial Marketing, Vol. 15 No. 7, pp. 491-506.
22. Dupont, R. (1998), “Relationship marketing: a strategy for consumer-owned utilities in a restructured industry”, Journal of Management Quarterly, Vol. 38 No. 4, pp. 11-16.
23. Dwyer, F.R., Schurr, P.H. and Oh, S. (1987), “Developing buyer-seller relationships”, Journal of Marketing, Vol. 51 No. 2, pp. 11-27.
24. Ellis, K.L., Lee, J. and Beatty, S.E. (1993), “Relationships in consumer marketing: directions for future research”, 1993 AMA Educators' Proceedings: Enhancing Knowledge Development in Marketing, Vol. 4, AMA, Chicago, IL, pp. 225-30.
25. Ferguson, C.H. (1990), “Computers and the coming of the US Keiretsu”, Harvard Business Review, Vol. 68 No. 4, pp. 55-70.
26. Fletcher, K., Wheeler, C. and Wright, J. (1990), “The role and status of UK database marketing”, The Quarterly Review of Marketing, Vol. 16 No. 1, pp. 7-14.
27. Fontenot, R.J. and Wilson, E.J. (1997), “Relational exchange: a review of selected models for a prediction matrix of relationship activities”, Journal of Business Research, Vol. 39 No. 1, pp. 5-12.
28. Ford, D. (1990), Understanding Business Networks: Interaction, Relationships, Networks, Academic Press, London.
29. Ganesan, S. (1994), “Determinants of long-term orientation in buyer-seller relationships”, Journal of Marketing, Vol. 58, pp. 1-19.
30. Grönroos, C. (1989), “Defining marketing: a market-oriented approach”, European Journal of Marketing, Vol. 23 No. 1, pp. 52-60.
31. Gronroos, C. (1990), “The marketing strategy continuum: towards a marketing concept for the 1990s”, Management Decision, Vol. 29 No. 1, pp. 7-13.
32. Gronroos, C. (2000), Service Management and Marketing: A Customer Relationship Management Approach, 2nd ed., Wiley, Chichester.
33. Gummesson, E. (1994), “Making relationship marketing operational”, International Journal of Service Industry Management, Vol. 5 No. 5, pp. 5-20.
34. Gummesson, E. (1995), Relationship Marketing from 4P till 30R, Liber-Hermods, Malmo.
35. Gundlach, G.T. and Murphy, P.E. (1993), “Ethical and legal foundations of relational marketing exchanges”, Journal of Marketing, Vol. 57, pp. 35-46.
36. Hair, J. Jr, Anderson, R., Tatham, R. and Black, W. (1995), Multivariate Data Analysis with Readings, 4th ed., Macmillan, New York, NY.
37. Heffernan, T., O'Neill, G., Travaglione, T. and Droulers, M. (2008), “Relationship marketing: the impact of emotional intelligence and trust on bank performance”, International Journal of Bank Marketing, Vol. 26 No. 3, pp. 183-99.
38. Heide, J.B. and Weiss, A.M. (1995), “Vendor consideration and switching behaviour for buyers in high-technology markets”, Journal of Marketing, Vol. 59, pp. 30-43.
39. Hinde, R.A. (1997), Dialectical Perspective, Psychology Press, Hove.
40. Houston, F.S., Gassenheimer, J.B. and Maskulka, J.M. (1992), Marketing Exchange Transactions and Relationships, Quorum Books, Westport, CT.
41. Hwang, K.-K. (1987), “Face and favor: the Chinese power game”, American Journal of Sociology, Vol. 92 No. 4, pp. 944-74.
42. Ingram, T. (1990), “Improving sales force productivity: a critical examination of the personal selling process”, Review of Business, Vol. 12, Summer, pp. 7-12.
43. Jackson, B. (1985), “Build customer relationships that last”, Harvard Business Review, Vol. 63, November/December, pp. 120-8.
44. Jacobucci, D. and Ostrom, A. (1996), “Commercial and interpersonal relationships: using the structure of interpersonal relationship to understand individual to individual, individual to firm, and firm to firm relationships in commerce”, International Journal of Research in Marketing, Vol. 13, pp. 53-72.
45. John, G. and Reve, T. (1982), “The reliability and validity of key informant data from dyadic relationships in marketing channels”, Journal of Marketing Research, Vol. 19, November, pp. 517-24.
46. Kalwani, M.U. and Narayndas, N. (1994), “Long-term manufacturer-supplier relationships: do they pay off for supplier firms”, Journal of Marketing, Vol. 59, pp. 1-16.
47. Kim, J.B. and Michell, P. (1999), “Relationship marketing in Japan: the buyer-supplier relationships of four automakers”, Journal of Business & Industrial Marketing, Vol. 14 No. 2, pp. 11-13.
48. Kinnear, T.C. and Taylor, J.R. (1996), Marketing Research: An Applied Approach, 5th ed., McGraw-Hill, New York, NY.
49. Lebra, T. (1976), Japanese Patterns of Behaviors, University of Hawaii Press, Hawaii, HL.
50. Lee, D.J., Pae, J.H. and Wong, Y.H. (2001), “A model of close business relationships in China (guanxi)”, European Journal of Marketing, Vol. 35 No. 1/2, pp. 51-69.
51. Levitt, T. (1983), “After the sale is over …”, Harvard Business Review, Vol. 61 No. 5, pp. 87-93.
52. Lindgreen, A. (2001), “A framework for studying relationship marketing dyads”, Qualitative Market Research: An International Journal, Vol. 4 No. 2, pp. 75-87.
53. Liu, H. and Wang, Y.P. (1999), “Co-ordination of international channel relationship: four case studies in the food industry in China”, Journal of Business & Industrial Marketing, Vol. 14 No. 2, pp. 13-15.
54. Macneil, I.R. (1982), “Efficient breach: circles in the sky”, Virginia Law Review, Vol. 68, pp. 947-69.
55. Malinowski, B. (1959), Crime and Custom in Savage Society, Littlefield, Patterson, NJ.
56. Martin, M.C. and Sohi, R.S. (1993), “Maintaining relationships with customers: some critical factors”, 1993 AMA Educators' Proceedings: Enhancing Knowledge Development in Marketing, Vol. 4, AMA, Chicago, IL, pp. 21-7.
57. Mohr, J. and Nevin, J.R. (1990), “Communication strategies in marketing channels: a theoretical perspective”, Journal of Marketing, Vol. 54 No. 4, pp. 36-51.
58. Moorman, C., Deshpande, R. and Zaltman, G. (1992), “Relationships between providers and users of market research: the dynamics of trust within and between organizations”, Journal of Marketing Research, Vol. 29 No. 3, pp. 314-28.
59. Morgan, R.M. and Hunt, S.D. (1994), “The commitment-trust theory of relationship marketing”, Journal of Marketing, Vol. 58, pp. 20-38.
60. Newell, F. (1997), The New Rules of Marketing: How to Use One-to-One Relationship Marketing to be the Leader in Your Industry, McGraw-Hill, New York, NY.
61. Noordeweier, T., John, G. and Nevin, J. (1990), “Performance outcomes of purchasing arrangements in industrial buyer-vendor relationships”, Journal of Marketing, Vol. 54 No. 4, pp. 80-93.
62. O'Malley, L. and Tynan, C. (2000), “Relationship marketing in consumer markets – rhetoric or reality?”, European Journal of Marketing, Vol. 34 No. 7, pp. 797-815.
63. Palmatier, R.W., Gopalakrishna, S. and Houston, M.B. (2006), “Returns on business-to-business relationship marketing investments: strategies for leveraging profits”, Marketing Science, Vol. 25 No. 5, pp. 477-93.
64. Paul, T. (1988), “Relationship marketing for health care providers”, Journal of Health Care Marketing, Vol. 8 No. 3, pp. 20-5.
65. Perrien, J., Filiatrault, P. and Ricard, L. (1992), “Relationship marketing and commercial banking: a critical analysis”, International Journal of Bank Marketing, Vol. 10 No. 7, pp. 25-9.
66. Pfeffer, J. and Salancik, G.R. (1978), Salancik The External Control of Organizations: A Resource Dependence Perspective, Harper and Row, New York, NY.
67. Prabhaker, P.R., Goldhar, J.D. and Lei, D. (1995), “Making implications of newer manufacturing technologies”, Journal of Business & Industrial Marketing, Vol. 10 No. 2, pp. 48-58.
68. Schurr, P.H. and Ozanne, J.L. (1985), “Influences on exchange processes: buyers' preconceptions of a seller's trustworthiness and bargaining toughness”, Journal of Consumer Research, Vol. 11 No. 4, pp. 939-53.
69. Sheth, J. and Parvatiyar, A. (1995), “The evolution of relationship marketing”, International Business Review, Vol. 4 No. 4, pp. 397-418.
70. Sin, L.Y.M., Tse, A.C.B., Chan, H., Heung, V.C.S. and Yim, F.H.K. (2006), “The effects of relationship marketing orientation on business performance in the hotel industry”, Journal of Hospitality & Tourism Research, Vol. 30 No. 4, pp. 407-26.
71. Sin, L.Y.M., Tse, A.C.B., Yau, O.H.M., Lee, J.S.Y. and Chow, R. (2002), “The effect of relationship marketing orientation on business performance in a service-oriented economy”, Journal of Services Marketing, Vol. 16 No. 7, pp. 656-76.
72. Slater, S. and Narver, J. (1994), “Does competitive environment moderate the market orientation-performance relationship?”, Journal of Marketing, Vol. 58, January, pp. 46-55.
73. Smith, T.F. and Johnson, R.L. (1993), “Facilitating the practice of relationship marketing”, 1993 AMA Educators' Proceedings: Enhancing Knowledge Development in Marketing, Vol. 4, AMA, Chicoga, IL, pp. 232-3.
74. Stern, L.W. and El-Ansary, A.J. (1992), Marketing Channels, Prentice-Hall, Englewood Cliffs, NJ.
75. Stern, L.W. and Reve, T. (1980), “Distribution channels as political economies: a framework for comparative analysis”, Journal of Marketing, Vol. 44 No. 3, pp. 52-64.
76. Sullivan, J. and Peterson, R.B. (1982), “Factors associated with trust in Japanese-American joint venture”, Management International Review, Vol. 22 No. 2, pp. 30-40.
77. Swan, J. and Nolan, J. (1985), “Gaining customer trust: a conceptual guide for the salesperson”, Journal of Personal Selling and Sales Management, Vol. 5 No. 2, pp. 39-48.
78. Tyler, K. and Stanley, E. (1999), “Marketing financial services to businesses: a critical review and research agenda”, International Journal of Bank Marketing, Vol. 17 No. 3, pp. 98-115.
79. Wagner, H.C., Fleming, D., Mangold, W.G. and LaForge, R.W. (1994), “Relationship marketing in health”, Journal of Health Care Marketing, Vol. 14 No. 4, pp. 42-7.
80. Wang, F., Head, M. and Archer, N. (2000), “A relationship-building model for the web retail marketplace”, Internet Research: Electronic Networking Applications and Policy, Vol. 10 No. 5, pp. 374-84.
81. White, W. and Helen, M.F. (2000), “Buyer-supplier relationships in the UK fresh produce industry”, British Food Journal, Vol. 102 No. 1, pp. 6-17.
82. Williamson, O.E. (1975), Markets and Hierarchies: Analysis and Antitrust Implications, The Free Press, New York, NY.
83. Williamson, O.E. (1979), “Transaction-cost economics: the governance of contractual relations”, Journal of Law and Economics, Vol. 22, pp. 3-61.
84. Williamson, O. E. (1985), The Economic Institutions of Capitalism, The Free Press, New York, NY.
85. Wong, Y.H. (1998), “Relationship marketing in China: the magic and myth of guanxi”, Journal of International Marketing and Marketing Research, Vol. 23 No. 1, pp. 3-14.
86. Wong, Y.H. and Chan, R.Y. (1999), “Relationship marketing in China: guanxi, favouritism and adaptation”, Journal of Business Ethics, Vol. 22 No. 2, pp. 107-18.
87. Yau, O.H.M. (1995), Consumer Behavior in China: Customer Satisfaction and Cultural Values, Routledge, London.
88. Yau, O.H.M., Sin, L.Y.M., Lee, J.S.Y. and Tse, A.C.B. (1998), The development of a scale for measuring relationship marketing orientation, Working Paper RCCM99-01-0, Chinese Management Research Centre, City University of Hong Kong, Hong Kong.
89. Yau, O.H.M., McFetridge, P.R., Chow, R.P.M., Lee, J.S.Y., Sin, L.Y.M. and Tse, A.C.B. (2000), “Is relationship marketing for everyone?”, European Journal of Marketing, Vol. 34 Nos 9/10, pp. 309-566.
90. Yin, R.K. (2003), Case Study Research: Design and Methods, 3rd ed., Sage, Thousand Oaks, CA.
91. Zeithaml, V., Bitner, M. and Gremler, D. (2006), Services Marketing: Integrating Customer Focus Across the Firm, International edition, McGraw-Hill, Singapore.
92. Zeithaml, V.A., Parasuraman, A. and Berry, L.L. (1990), Delivering Quality Service, The Free Press, New York, NY.
93. Zikmund, W.G. (1997), Business Research Methods, 4th ed., Dryden Press, New York, NY.
94. Khalil, O.E.M. and Harcar, T.D. (1999), “Relationship marketing and data quality management”, SAM Advanced Management Journal, Vol. 64 No. 2, pp. 26-33.