Relationship marketing for creating competitive advantage in Siam Commercial Bank (SCB) | |
| Author | Tatsaluk Kongwudthiti |
| Call Number | AIT RSPR no.SM-04-55 |
| Subject(s) | Relationship marketing Siam Commercial Bank Customer relations |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration. School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-04-55 |
| Abstract | Relationship marketing is a broaden view of marketing that represents a commitment to long term mutually beneficial. The buyer and seller involves a high degree of cooperation and interdependence. For service industry such as bank industry, RM is a critical concept to implement. This is because the characteristics of products and service that customer associated with high involvement service, so they needs a continuity service. The increasing of competitions and the technology progress also drive the importance of relationship marketing. Due to the observation in Thai banking indust1y, it is found that the competition is increased especially from foreign banks since 1997, so Thai bank needs to improve themselves and seek new strategy to cope with this changing. Only 4P is inadequate to survive in the new era of marketing competition. In this research, an example of relationship marketing implementation in banking service will be given, Siam Commercial Bank was selected as a case study. The research will clarify how relationship marketing works in the bank. The study will be focus on how bank create and keep relationship with customers in order to reach the main objective of relationship marketing principle. The assessment of SCB implementation is clarified with the good and weak point of the bank and the proposing strategies are presented. |
| Year | 2004 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-04-55 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Swierczek, Fredric W.; |
| Examination Committee(s) | Singha Chiamsiri ; Sununta Siengthai ; |
| Scholarship Donor(s) | Royal Thai Government Fellowship ; |
| Degree | Research Studies Project Report (M. Sc.) - Asian Institute of Technology, 2004 |