Relationship Maintenance Strategies and Relationship Outcomes between Food Delivery Applications in Thailand and their Restaurants
Main Article Content
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.
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