1 AIT Asian Institute of Technology

Relationship marketing of financial services and its application in Thai finance companies

AuthorCheng, Gang
Call NumberAIT RSPR no. SM-94-26
Subject(s)Marketing

NoteA research report submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management
PublisherAsian Institute of Technology
AbstractRelationship marketing has become a strategic dimension in the financial service marketplace. This report provides a unified body of knowledge on the concept of relationship marketing and how it should be implemented in general financial industry. An investigation is done to find out how the practioners in Thai finance companies perceive and apply this marketing approach. The conclusion is that relationship marketing is still at its infant stage in the Thai finance companies, therefore much time and effort will still be needed before the relationship marketing approach has brought to the finance companies large benefits.
Year1992
TypeResearch Study Project Report (RSPR)
SchoolSchool of Management (SOM)
DepartmentOther Field of Studies (No Department)
Academic Program/FoSMaster of Business Administration in Marketing
Chairperson(s)Hertzberg, Ellen
Examination Committee(s)Gupta, Jyoti P. ;Swierzeck, F.W.
Scholarship Donor(s)SEC, P.R.China;
DegreeResearch Studies Project Report (M.B.A.) - Asian Institute of Technology, 1992


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