Strategic brand management in sports marketing has tended to focus on the impact of team brand association on spectator loyalty; however, sports team managers may lack effective communication regarding their activities to increase loyalty. Very little research has been done on the direct and...

The main objective of this study is to examine the role of relationship market dimensions namely bonding and communication on the customer loyalty among Thai university graduates. In addition to that the study has examined the mediating role of customer satisfaction in the relationship between...

This paper presents a study of the factors influencing the customer loyalty in a case of Thai Airways. The customer loyalty is an essential element for a company to survive from the furious competition among its competitors. For a airline company such as Thai Airways, enhancing the customer...