Structural Equation Model of Relationship Marketing Affecting Customer Loyalty: The Mediating Role of Commitment for Recycling Business in Thailand
Article Sidebar
Main Article Content
Abstract
This research aims to study the influence of relationship marketing on customer loyalty in the recycling business in Thailand. Data were collected from 250 customers of recycling businesses in Thailand who had selling experience with recycling businesses. Quota sampling was used in this study classified to six groups by region. The data analysis was conducted using the Structural Equation Modeling (SEM) approach. The result showed that factors in relationship termination cost, relationship benefits and trust affected customer engagement. The factor of commitment was the mediator variable (R2 = 91). Theoretical findings affirmed that the commitment-trust theory remained effective in the context of relationships between organizations and customers whereas practical findings revealed that owners should familiarize themselves with customers and be honesty in weighing scales to create customer loyalty of recycling business in Thailand.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Statements and opinions expressed in articles herein are those of the authors and do not necessarily reflect the position of the editors or publisher.
Article, information, text, image, etc. which are published in Journal of International Studies, belong to Journal of International Studies. If anybody or any organization would like to use part or whole of them, they must receive written permission from Journal of International Studies before usage.
References
กรมส่งเสริมคุณภาพสิ่งแวดล้อม. (2563). โจทย์ใหญ่การจัดการขยะมูลฝอยในประเทศไทย. กรมควบคุมมลพิษ. https://www.facebook.com/deqpth/photos/2706050589426031.
กัลยา วานิชย์บัญชา. (2556). การวิเคราะห์สถิติ สถิติสำหรับการบริหารและวิจัย (Vol. 10). โรงพิมพ์แห่งจุฬาลงกรณ์มหาวิทยาลัย.
ชัยยุทธ์ พลเสน. (2563). ชัยยุทธิ์ พลเสน นายกสมาคมซาเล้งฯ ช่วยชาติผ่าน ‘ขยะ’ ภารกิจแรงงาน (ที่ไม่ต้องจ้าง). มติชนออนไลน์. https://www.matichon.co.th/prachachuen/news_3516607
ชัยฤกษ์ วงษ์เจริญ. (12 พฤศจิกายน 2562). ปัญหาขยะล้นเมืองเพราะไทยเป็นถังขยะให้กับประเทศที่พัฒนาแล้ว. Facebook.
ธนนนท์ สิมมากุล และสุดาพร สาวม่วง. (2557). Marketing Strategy for Recycle Factory in Thailand (กลยุทธ์ การ ตลาด
สำหรับ โรงงาน คัด แยก ขยะ เพื่อ รีไซเคิล ใน ประเทศไทย). Journal of Behavioral Science for Development, 6(1).
https://so02.tci-thaijo.org/index.php/JBSD/article/view/15943/14515
นิติชล เจริญศิริ. (2564). ปัจจัยที่มีผลต่อการประกอบธุรกิจซื้อขายขยะรีไซเคิลของผู้ประกอบการในจังหวัดสมุทรสาคร.
วิทยานิพนธ์ธุรกิจมหาบัณฑิต คณะบริหารธุรกิจมหาบัณฑิต, มหาวิทยาลัยรามคำแหงประเทศไทย. https://mmm.ru.ac.th/MMM/IS/sun18/6214070101.pdf
วรนันท์ เก่งรุ่งเรืองชัย. (2553). แนวทางการประกอบธุรกิจค้าของเก่าในจังหวัดระยอง. Dhonburi Rajabhat University. Dhonburi
Rajabhat University. Office of Academic Resources And Information Technology. http://cms.dru.ac.th/jspui/handle/123456789/584
วันวิสา ทองลา. (2554). การปรับตัวเพื่อความอยู่รอดของธุรกิจรับซื้อของเก่าในสังคมระบบการค้า. วิทยานิพนธ์บริหารธุรกิจ
มหาบัณฑิต คณะบริหารธุรกิจ, มหาวิทยาลัยศิลปากร
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-
step approach. Psychological Bulletin, 103(3), 411–423. https://doi.org/10.1037/0033-2909.103.3.411
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research:
Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182. https://doi.org/10.1037/0022-3514.51.6.1173
Bentler, P. M., & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance
structures. Psychological Bulletin, 88(3), 588–606. https://doi.org/10.1037/0033-2909.88.3.588
Burnham, T. A., Frels, J. K., & Mahajan, V. (2003). Consumer switching costs: A typology, antecedents, and consequences. Journal of the Academy of marketing Science, 31(2), 109-126, https://doi.org/10.1177/0092070302250897
Christiansen, T., & DeVaney, S. A. (1998). Antecedents of trust and commitment in the financial planner-client relationship. Journal of Financial Counseling and Planning, 9(2), 1-10.
Cronbach, L. J. (1949). Statistical methods applied to Rorschach scores: a review. Psychological Bulletin, 46(5), 393–
https://doi.org/10.1037/h0059467
De Cannière, M. H., De Pelsmacker, P., & Geuens, M. (2009). Relationship quality and the theory of planned behavior models of behavioral intentions and purchase behavior. Journal of business research, 62(1), 82-92, https://doi.org/10.1016/j.jbusres.2008.01.001
Diamantopoulos, A., Siguaw, J. A., & Cadogan, J. W. (2000). Export peformance: The impact of cross-country export market orientation. In American Marketing Association. Conference Proceedings, 11(1), 177. https://www.proquest.com/openview/45deff26376caca88d6ab12706e36c95/1?pq-origsite=gscholar&cbl=35292
Duffy, D. L. (1998). Customer loyalty strategies. Journal of consumer marketing, 15(5), 435-448, https://doi.org/10.1108/07363769810235910
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. In: Sage Publications Sage CA: Los Angeles, CA, 18(3), 382-394, https://doi.org/10.1177/002224378101800313
Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of marketing, 63(2), 70-87, https://doi.org/10.1177/002224299906300205
Gounaris, S., Dimitriadis, S., & Stathakopoulos, V. (2010). An examination of the effects of service quality and satisfaction on customers' behavioral intentions in e‐shopping. Journal of services marketing, 24(2), 142-156, https://doi.org/10.1108/08876041011031118
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Advanced diagnostics for multiple regression: A supplement to multivariate data analysis. Advanced Diagnostics for Multiple Regression: A Supplement to Multivariate Data Analysis.
Harmeling, C. M., Moffett, J. W., Arnold, M. J., & Carlson, B. D. (2017). Toward a theory of customer engagement marketing. Journal of the Academy of marketing science, 45, 312-335, https://doi.org/10.1007/s11747-016-0509-2
Homburg, C., & Giering, A. (2001). Personal characteristics as moderators of the relationship between customer satisfaction and loyalty—an empirical analysis. Psychology & Marketing, 18(1), 43-66, https://doi.org/10.1002/1520-6793(200101)18:1<43::AID-MAR3>3.0.CO;2-I
Jana Lay-Hwa Bowden (2009) The Process of Customer Engagement: A Conceptual Framework, Journal of Marketing
Theory and Practice, 17(1), 63-74, https://doi.org/10.2753/MTP1069-6679170105
Jöreskog, K. G., & Sörbom, D. (1996). LISREL 8: User's reference guide. Scientific Software International.
Kline, R. B. (2011). Convergence of structural equation modeling and multilevel modeling. The SAGE handbook of innovation in social research methods, 562-589, https://doi.org/10.4135/9781446268261.n31
Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2010). Undervalued or overvalued customers: Capturing total customer engagement value. Journal of service research, 13(3), 297-310, https://doi.org/10.1177/1094670510375602
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of marketing, 80(6), 69-96, https://doi.org/10.1509/jm.15.042
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of marketing, 58(3), 20-38, https://doi.org/10.1177/002224299405800302
Mukherjee, A., & Nath, P. (2007). Role of electronic trust in online retailing: A re‐examination of the commitment‐trust theory. European journal of marketing, 41(9/10), 1173-1202, https://doi.org/10.1108/03090560710773390
Ndubisi, N. O. (2007). Relationship marketing and customer loyalty. Marketing intelligence & planning, 25(1), 98-106, https://doi.org/10.1108/02634500710722425
Nixon, H., & Saphores, J. D. M. (2009). Information and the decision to recycle: results from a survey of US households. Journal of Environmental Planning and Management, 52(2), 257-277, https://doi.org/10.1080/09640560802666610
Raza, A., & Rehman, Z. (2012). Impact of relationship marketing tactics on relationship quality and customer loyalty: A case study of telecom sector of Pakistan. African Journal of Business Management, 6(14), 5085-5092, http://doi.org/10.5897/AJBM11.3022
Tabachnick, B. G., Fidell, L. S., & Ullman, J. B. (2013). Using multivariate statistics (Vol. 6, pp. 497-516). Boston, MA: pearson.
Tonglet, M., Phillips, P. S., & Read, A. D. (2004). Using the Theory of Planned Behaviour to investigate the determinants of recycling behaviour: a case study from Brixworth, UK. Resources, conservation and recycling, 41(3), 191-214, https://doi.org/10.1016/j.resconrec.2003.11.001
Tyng, C. M., Amin, H. U., Saad, M. N., & Malik, A. S. (2017). The influences of emotion on learning and memory. Frontiers in psychology, 8(1), 1-22, https://doi.org/10.3389/fpsyg.2017.01454
Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of service research, 13(3), 253-266, https://doi.org/10.1177/1094670510375599
Vasudevan, H., Gaur, S. S., & Shinde, R. K. (2006). Relational switching costs, satisfaction and commitment: a study in the Indian manufacturing context. Asia Pacific Journal of Marketing and Logistics, 18(4), 342-353, https://doi.org/10.1108/13555850610703281
White, L., & Yanamandram, V. (2007). A model of customer retention of dissatisfied business services
customers. Managing Service Quality: An International Journal, 17(3), 298-316, https://doi.org/10.1108/09604520710744317
Wikström, POH; Bouhana, N; (2017) Analyzing Radicalization and Terrorism: A Situational Action Theory. In: The
Handbook of the Criminology of Terrorism. (175-186). Wiley: Chichester, UK., https://doi.org/10.1002/9781118923986.ch11
Yulisetiarini, D. (2016). The Effect of Relationship Marketing towards Costumer Satisfaction and Customer Loyalty on
Franchised Retails in East Java. Mediterranean Journal of Social Sciences, 7(1), 333-339, https://doi.org/10.5901/mjss.2016.v7n1p333