A Structural Equation Modelling Development of Relationship Marketing Orientation and Business Strategies Affecting Banking Performance Effectiveness  

Oleh:

Wongsansukcharoen, Jedsada ; Trimetsoontorn, Jirasek ; Fongsuwan, Wanno

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: International Journal of Arts and Sciences vol. 06 no. 02 (2013), page 579-593.
Topik: Relationship marketing orientation; Business strategies; Banking performance effectiveness; Confirmatory Factor Analysis (CFA); Structural Equation Modelling (SEM)
Fulltext: 06_02_40_Wongsansukcharoen_Trimetsoontorn_Fongsuwan.pdf (738.88KB)

Isi artikel

This paper aims to develop structural equation modelling of variables that affect the banking performance effectiveness of Thai Commercial Bank branches in the banking sector by gathering quantitative data. The population of the study covers all 2,068 Thai Commercial Bank branches in Bangkok, Thailand (as of 31 July 2012). This research defined the Thai banks for data collection using stratified sampling (first step) and simple sampling (second step). Primary data were collected using a self-administered survey of 65 managers and 185 marketing officers. The responses to the questions capturing focal constructs used a seven-point Likert scale. Data were analysed using confirmatory factor analysis (CFA) and structural equation modelling (SEM). It was found that significant relationships existed between relationship marketing orientation (RMO) and business strategies, and banking performance effectiveness. The key success factor of relationship marketing orientation was found to have indirect influences on banking performance effectiveness through the mediation of business strategies. These results add performance effectiveness and long-term relationships with bank customers (both retail and public enterprises) to the factors needed to respond to the highly competitive situation at present.

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