THE CAUSAL FACTORS AFFECTING THE STANDARD MARK EQUITY AND THE ORGANIZATIONS PERFORMANCE OF THE CONSUMER - PACKAGED GOODS (CPG) INDUSTRY
Keywords:
Service Marketing Mix, Integrated Marketing Communications, Customer Relationship Management, Standard Mark Equity, Organization Performance of The Consumer - Packaged Goods (CPG) IndustryAbstract
The objectives of this research article were 1) to study the factors of the service marketing mix, integrated marketing communications and customer relationship management that effected on standard mark equity and the organization performance of the Consumer - Packaged Goods (CPG) Industry in Thailand 2) to study the influence of the service marketing mix, integrated marketing communications and customer relationship management that effected on standard mark equity and the organization performance of the Consumer - Packaged Goods (CPG) Industry in Thailand and 3) to construct the causal model of standard mark equity in Thailand. The research uses a mixed method approach by using 440 questionnaires measuring 5 - point Likert scale with Cronbach’s alpha coefficient = 0.98 from entrepreneurs of the Consumer - Packaged Goods (CPG) Industry in Thailand. Data analysis were conducted by LISREL to construct a structural equation modeling (SEM), together with content analysis of in - depth interview, in order to confirm the results. The results showed that the service marketing mix integrated marketing communications and customer relationship management presented positive effect to standard mark equity and the organization performance of the Consumer - Packaged Goods (CPG) Industry in Thailand. Moreover, the results extracted were /df = 1.238, CFI = 1.00, GFI = 0.98, AGFI = 0.94, RMSEA = 0.023 and SRMR = 0.029. Which explained good fit of the model. Thus, a causal model of standard mark equity in Thailand was affirmative.
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