The Marketing Investigation Into Service Quality And Customer Relationship Satisfaction In The Money And Capital Markets Business In Thailand

Present

By

Pattarawadee Chaipakdee

Department Of

Doctoral Business Administration In Marketing

Siam University

Miss Pattarawadee Chaipakdere

EducationBachelor Degree in Business Administration From Suan

Dusit Rajabhat UniversityMaster of Business Administration (M.B.A.) , Siam

University Now study Doctoral Business Administration in

Marketing (D.B.A.), Siam UniversityWork positionOfficer-Counter Services in Stock Exchange of Thailand

pattarawadee@set.or.thE-mail : kem_plus@hotmail.com

Issues Today

• Introduction• Review of related literature• Concept Framework of service quality/Thailand

• Methodology • Findings and conclusions• Discussion and implication

Introduction

Downside of economic crisis

Decreasing of consumers and customers

Related to downside “one stop Service”

Service quality and customer relationship

Review of Related Literature

Tangibles are physical evidences such as equipment.

Reliability and Trustworthy.Responsibility is an immediate or a beneficial

response.

Review of Related Literature

Assurance means as security.Perception is communicated and

perceived attention between staff in the company and consumers

Concept Framework of service quality

Importance of service quality in Thailand

Product quality Service qualityRetain existing customersRecruit new customers

Methodology

Five perspectives from SERVQUAL modeltangibilitytrustworthyresponsibilityassurance perception.

Findings and Conclusion

positive concept based on qualitative method

real testimony of service qualitycustomer satisfaction effecting

company productivitymeasurement of service quality

Findings and Conclusion

relationship between service quality and customer satisfaction

practice limitationobjective measurementqualitative data as components of

positive conceptual views

Discussion and ImplicationObjective measures provide

complement subjective assessmentsinsight of environmental/external

causesstrategic information to develop

service quality and relationship marketing programs

allow researchers and managers to determine what activities have stronger associations with overall relationship and service quality

Discussion and Implication

Objective measures have high face validityeasily understood by people of different

cultural and ethnic backgroundsbenchmarked, monitored over time to see

changemeasures, modeling of relationships of buyer

behavior provide practical tool for marketingopportunity to develop generalizations

concerning aspects of service provision variation of affects to customer loyalty

THANK YOU

Questions & Answers