Relationship Maintenance Strategies and Relationship Outcomes between Food Delivery Applications in Thailand and their Restaurants
Article Sidebar
Main Article Content
Abstract
This research studied relationship maintenance strategies and outcomes between food delivery applications and the restaurants in Thailand. Mixed method was employed as its research methodology. Content analysis was implemented to discover content marketing which reflected relationship maintenance strategies of 4 Applications and in depth interviews were employed to understand outcomes of their relationships. For the results of the study, Distributive strategies, Positivity and Assurances were discovered as mostly appeared relationship maintenance strategies used by Applications. For relationship outcomes, most restaurants trusted the Applications to some extent, believing they had some power, at a certain level, to negotiate with the Applications. They were also satisfied with the relationship yielding their interests and finally, the Application’s commitment in normal situations.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
The manuscript submitted for publication must be the original version, submitted only to this particular journal with no prior acceptance for publication elsewhere in other academic journals. The manuscript must also not violate the copyright issue by means of plagiarism.
References
Areepermporn, P. (2020). Phā sangwīan sưk fūtdēliwœ̄rīthai mư̄a čhōt yai nai čhān ʻarō̜i khư̄ tō̜ng
tham ngœ̄n dūai [Food delivery war in Thailand: Money matters, when good taste is not
enough]. Retrieved December 2, 2021, from https://thestandard.co/thai-food-delivery-business/
Broom, G. M., Casey, S., & Ritchey, J. (1997). Toward a concept and theory of organization-public
relationships. Journal of Public Relations Research, 9(2), 83-98.
Brunner, B. R. (2008). Listening, communication & trust: Practitioners' perspectives of
business/organizational relationships. International Journal of Listening, 22(1), 73-82.
Chantavanich, S. (2011). Withīkān wičhai chœ̄ng khunnaphāp (Phim khrang thī 19) [Qualitative research methods (14th ed.)]. Bangkok: Chulalongkorn University Press.
Collison, J. (2020). The impact of online food delivery services on restaurant sales. Retrieved
October 16, 2022, from https://web.stanford.edu/~leinav/teaching/Collison.pdf
Feldman, P., Frazelle, A. E., & Swinney, R. (2022). Managing relationships between restaurants and
food delivery platforms: Conflict, contracts, and coordination. Retrieved October 16, 2022, from https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3258739
Grunig, J. E. (2002). Excellence theory in public relations. Retrieved October 16, 2022, from https://kdpaine.blogs.com/files/encylopedia-of-communication-9781405131995_chapter_399.pdf
Grunig, J. E., & Huang, Y. (2000). From organizational effectiveness to relationship indicators:
Antecedents of relationships, public relations strategies and relationship outcomes. In J. A. Ledingham & S. D. Bruning (Eds.), Public Relations as Relationship Management: A
Relational Approach to Public Relations (pp. 23-53). Hillsdale, NJ: Lawrence Erlbaum Associates.
Hon, L., & Grunig, J. E. (1999). Guidelines for measuring relationship in public relations. Retrieved
October 16, 2022, from https://www.researchgate.net/publication/246348000 _Guidelines_for_Measuring_Relationship_in_Public_Relations
Hung, C. J. F., & Chen, Y. R. (2009). Types and dimensions of organization-public relationships in
greater China. Public Relations Review, 35(3), 181-186.
Kessadayurat, C. (2015). Kānbō̜rihān khwāmsamphan kap klum phū sūandai sūansīa
[Stakeholder relationship management]. Pathumthani: Bangkok University Press.
Ki, E. J. (2003). Relationship maintenance strategies on websites (Master’s thesis, University of
Florida).
Ledingham, J. A., & Bruning, S. D. (2000). A longitudinal study of organization-public
relationship Dimensions: Defining the role of communication in the practice of
Relationship Management. In J. Ledingham & S. D. Bruning (Eds.), Public relations as
relationship management: A relational approach to the study and practice of
public relations (pp. 55-70). Mahwah, NJ: Lawrence Erlbaum Associates.
Marketeer Team. (2021, November 4). Cho̜ ʻinsai Food delivery mī ʻōkāt tœ̄ptō māk khǣ nai
[Food delivery insights: It’s growing opportunity]. Retrieved December 10, 2021, from
https://marketeeronline.co/archives/238462
Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of
market research: The dynamics of trust within and between organizations. Journal of
Marketing Research, 29(3), 314–328
Post Today. (2022, January 7). Thai khao sū kān rabāt ralō̜k hā yāk čha phayākō̜n čhut sūngsut
khō̜ng čhamnūan phūpūai [Thailand enters the 5th wave of the epidemic It is difficult to
predict the peak of the number of cases]. Retrieved 01 December from
https://www.posttoday.com/politics/672425
Rachata, S. (2021). Food delivery pī sō̜ngphanyīsipsō̜ng: Tœ̄ptō tō̜ rākhā ʻāhān sūng khưn čhāk
tonthun lāi dān ʻǣpharuk totwa [Food delivery in 2020: Next step, the price is going up and heading to suburban]. Retrieved December 10, 2021, from https://brandinside.asia/kresearch-on-thai-food-delivery-industry-2022
STEPS Academy. (2017, July 7). Chet praphēt khō̜ng content marketing thī chūai ddung engagement bon FACEBOOK. [7 types of content marketing that levering engagement on facebook marketing]. Retrieved November 10, 2021, from https://stepstraining.co/social/content-marketing-boost-facebook-engagement
Subcharoen, M. (2016). Kānsư̄sān nai hō̜ng ʻāhān ton makō̜k khō̜ng rōngrǣm bān wanglang riwœ̄sai [Communication at the Tonmakok restaurant of Baan Wanglang riverside]. Retrieved December 1, 2022, from http://www.research- system.siam.edu/images/ 0_Ad_Coop/ 2559/ Communication_at_the_Tonmakok_Restaurant_of_Baan_ Wanglang_Riverside/07_ch2.pdf.pdf
ThaiPublica. (2021, November 2). EIC ʻinsai thurakit food delivery [EIC food delivery business
insights]. Retrieved December 12, 2021, from https://thaipublica.org/2021/11/eic-note-food-delivery/
Vinerean, S. (2017). Importance of strategic social media marketing. Expert Journal of Marketing,
(2), 28-35.
Wongnai for Business. (2021a). Khā GP khư̄ ʻarai? - withī khamnūan khā GP samrap čhaokhō̜ng rān
dēliwœ̄rī mư̄mai [What is GP? and how to calculate for the new entry]. Retrieved
December 12, 2021, from https://www.wongnai.com/business-owners/delivery-gross-profit
Wongnai for Business. (2021b). Chet rư̄ang thī rān ʻāhān thukkha nāt tō̜ng rū ! kō̜n kāo khao sū
wongkān Food Delivery [7 things to know before starting Food delivery business]. Retrieved December 12, 2021, from https://www.wongnai.com/business-owners/food-delivery-operations
Wongreanthong, N. (2021). Sāng khō̜nthēn Mudjai lūkkhā how to do content marketing right
[How to create convincing content marketing for your customers]. Bangkok: Amarin Pringing and Publishing.
Yang, S. U. (2005). The effect of organization-public relationships on organization reputation
from the perspective of publics (Doctoral dissertation, University of Maryland, College Park).
Yawila, L., Suebboon, O., & Bhramandsira, R. (2021). Kānbō̜rihān lūkkhā samphan khwām
čhongrakphakdī khō̜ng phūprakō̜pkān thurakit phānit ʻilekthrō̜nik nai khēt ʻAmphœ̄ Mư̄ang čhangwat Phitsanulōk [Customer relationship management customer loyalty of electronic commerce entrepreneur in Mueang District Phitsanuloke Province]. Journal of Management Science Pibulsongkram Rajabhat University 2(3), 27-39.