Purpose – This paper aims to develop structural equation modelling of variables that affect the banking performance effectiveness of Thai Commercial Bank branches in the financial service sector by gathering quantitative data. Design/methodology/approach – The population of the study covers...

Purpose – The purpose of this paper is to explore the impact of relationship marketing in a Thai context by gathering both quantitative and qualitative data. Design/methodology/approach – This research adopts a multi method approach. A preliminary model is developed from existing literature,...

Purpose – The purpose of this research is to develop and test a Thai model for societal marketing's impact on consumer's attitudes toward a corporate image. Design/methodology/approach – A preliminary model was developed from the existing literature, followed by exploratory research...