ยุทธศาสตร์การสร้างความภักดีให้กับสมาชิกหอการค้าภาคตะวันออกเฉียงเหนือ
DOI:
https://doi.org/10.14456/nrru-rdi.2020.14Keywords:
Market Orientation, Relational Norms, Service Performance, LoyaltyAbstract
The research aims to study the level of market orientation strategy, service performance, relational norms and customer loyalty, to check the consistency of the causal model and to study the causal relationship of the causal model on service loyalty and create strategy, in order to build the loyalty for members of Northeast Chamber of Commerce. This research employed the quantitative method approach. Questionnaires were used with 331 members. Random sampling technique was used probability in multi-stage sampling, which is step 1, classifying the Northeast Chamber of Commerce into 20 provinces, and step 2, using a simple random sampling method with 20 members, according to the proportion of each province. The result of Objective Congruence Index was 0.814 and the reliability was 0.984. Frequency, percentage, mean and standard deviation were used for data analysis and Structural Equation Model analysis (SEM) was used for hypothesis testing.
Results showed that all variables and components were at a high level. The results of the causal relationship showed that the structural equation model was consistent a strategy with the empirical data in a good to very good levels. The hypothesis testing found that the market orientation was indirectly influenced service loyalty through service performance, which means that the relational norms were directly influenced service loyalty.
References
Abdul-Rahman, M. (2014). The Influence of Relationship Quality Customer Loyalty: Evidence from The Practices of Outsourcing in The Malaysian Hotel Industry. Thesis, Doctor of Philosophy degree in Faculty of Businness and Accountancy, University of Malaya, Kuala Lumpur.
Ajzen I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, (December, 1991), 50(2), 179–211.
Akbari, P., Piri, A., & Charkhandaz, A. (2013). The Study Relationship between Perceptual Market Orientation in Customers and Their Loyalty in Banking Industry of Iran (Case Study: MELLAT Bank of West Country). International Journal of Management and Humanity Sciences, 2(1), 9-20.
Al-Ababneh, M. M. (2016). Employees’ perspectives of service quality in hotels. Research in Hospitality Management, 6(2), 189-194.
Bloemer, J., Ruyter, K. D., & Wetzels, M. (1999). Linking perceived service quality and service loyalty : A multi-dimensional perspective. European Journal of Marketing, 33(11/12), 1082-1106.
Casidy, R. (2014). The role of perceived market orientation in the higher education sector. Australasian Marketing Journal, 22(2014), 155–163.
Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality: A Re-examination and extension. Journal of Marketing, 56(7), 55–68.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis (7th ed.). Harlow : Pearson Education Limited.
Heidarzadeh, K. H, Nayebzadeh, S., & Jalaly, M. (2012). The Effect of Market Orientation, Innovation and Customer Loyalty on Firm's Performance (Case Study: Islamic Clothing Manufacturing Company). J. Basic. Appl. Sci. Res., 2(4), 3225-3234.
Heide, J. B., & John, G. (1992). Do Norms Matter in Marketing Relationship?. Journal of Marketing, 56(April 1992), 32-44.
Ishak, K. A. (2016). The Impacts of Relational Norms and Relationship Quality in to Franchisee’s Loyalty. International Review of Management and Marketing, 6(S4), 6-11.
Ivens, B. S., & Pardo, C. (2007). The Impact of Governance Mechanisms on Relationship Quality: Effects in Key Account and Non Key Account Dyads. Industrial Marketing Management, 36(4), 470-482.
Leong, L. Y., Hew, T. S., Lee, V. H., & Ooi, K. B. (2015). An SEM–artificial-neural-network analysis of the relationships between SERVPERF, customer satisfaction and loyalty among low-cost and full-service airline. Expert Systems with Applications, 42(2015), 6620-6634.
Maryam, S., Marzieh, T., & Marzieh, G. (2014). Relationship among market orientation, service quality and organizational performance from perspective of Gonbad Kavoos Telecommunication firm employees. Advances in Applied Science Research, 5(3), 464-466.
Murali, S., Pugazhendhi, S., & Muralidharan, C. (2016). Modelling and Investigating the relationship of after sales service quality with customer satisfaction, retention and loyalty–A case study of home appliances business. Journal of Retailing and Consumer Services, 30(2016), 67-83.
Narver, J. C., & Slater, S. F. (1990). The Effect of a Market Orientation on Business Profitability. Journal of Marketing, 20-35.
Orel, F. D., & Kara, A. (2014). Supermarket self-checkout service quality, customer satisfaction and loyalty: Empirical evidence from an emerging market. Journal of Retailing and Consumer Services, 21(2), 118-129.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale For Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.
Pearson, R. H., & Mundform, D. J. (2010) "Recommended Sample Size for Conducting Exploratory Factor Analysis on Dichotomous Data," Journal of Modern Applied Statistical Methods, 9,(2), 359-368.
Ramayah, T., Samat, N., & Lo, M. (2011). Market orientation, service quality and organizational performance in service organizations in Malaysia. Asia-Pacific Journal of Business Administration, 3(1), 8-27.
Rovinelli, R. J., & Hambleton, R. K. (1977). On the use of content specialists in the assessment of criterion-referenced test item validity. Dutch Journal of Educational Research, 2, 49-60.
Srisatidnarakul, B. (2010). Research Methodology: Guidelines for success. Bangkok : U&I Intermedia. (In Thai)
Thai Chamber of Commerce. (2017). About us: Retrieved July 1, 2017, from https://www. thaichamber.org/th/about. (In Thai)
The Office of Small and Medium Enterprises Promotion. (2017). The Fourth SME Promotional Master Plan (2017–2021). Retrieved July 1, 2017, from https://www.sme.go.th/en/ (In Thai)
Valta, K. S. (2013). Do relational norms matter in consumer-brand relationships?. Journal of Business Research, 66(2013), 98-104.
Wu, P. W., Chan, T. S., & Lau, H. H. (2008). Does consumers’ personal reciprocity affect future purchase intentions?. Journal of Marketing Management, 24(3), 345-360.
