Antecedents of Relationship Quality in Thai Traditional Retailers
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Abstract
This research aimed to study influencing factors between relationship quality of client and tradition Thai retailers. The study investigated factors including personal customization, social interaction and corporate social responsibility, meanwhile relationship quality consisted of satisfaction, trust and commitment. The results of multiple regression analysis indicated that social responsibility (b = .440), personal customization (b =.356), and social interaction (b =.142) had significantly positive influence on relationship quality in terms of satisfaction. Furthermore, personal customization (b = .532), social responsibility (b = .347), and social interaction (b= .263) had significantly positive influence on relationship quality in terms of trust. In addition, personal customization (b=.783) and social responsibility (b=.349) had significantly positive influence on relationship quality in terms of commitment. However, social interaction did not influence on relationship quality in terms of commitment.
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