Determinants of Relationship Marketing and Business Performance in Airline Industry การพัฒนาตัวแปรการตลาดเชิงสัมพันธภาพและประสิทธิผลทางธุรกิจในอุตสาหกรรมการบิน

Main Article Content

Theerapong Theerathanongwut
Chokechai Suveatwatanakul


This study illustrates determinants of factors that are relevant to Relationship Marketing and Business Performance in the airline industry. According to qualitative research method, the review of textbooks, documents, and research studies was applied. Ten of relevant factors relevant to Relationship Marketing included: bonding, empathy, reciprocity, trust, communication, shared value, employee’s commitment, cooperation, customer service and adaptation. In addition, this paper demonstrates the illustrates determinants of indicators of success for business performance that have been derived from literature review and reveals 6 factors which are: Customer retention, Client satisfaction, Interaction, Long-term profitability, Loyalty and Market share. The finding of this paper will be apply for the future research which analyze the factors influencing aviation industry indicators of success concerning business performance in terms of Relationship Marketing.


Download data is not yet available.

Article Details

How to Cite
Theerathanongwut, T., & Suveatwatanakul, C. (2018). Determinants of Relationship Marketing and Business Performance in Airline Industry การพัฒนาตัวแปรการตลาดเชิงสัมพันธภาพและประสิทธิผลทางธุรกิจในอุตสาหกรรมการบิน. Dusit Thani College Journal, 11(2), 155–171. Retrieved from
Academic Article


Alvarez, L. S., Casielles, R. V., & Martin, A. M. D. (2011). Analysis of the role of complaint management in the context of relationship marketing. Journal of Marketing Management, 27(1/2), 143-164. doi: 10.1080/02672571003719088
Arslan, A. (2008). Boosting Total Relationship Marketing. Toplam İliş;Kisel Pazarlama'yi Yeniden Canlandirmak., 7(25), 139-156
Ballantyne, D., Christopher, M., & Payne, A. (2003). Relationship Marketing: looking back, looking forward. Marketing Theory, 3, 159-166.
Bowden, J. L.-H. (2011). Engaging the Student as a Customer: A Relationship Marketing Approach. Marketing Education Review, 21(3), 211-228.
Brodie, R. J. (2002). The Challenge to include Relational Concepts. Marketing Theory, 2, 339-343.
Brodie, R. J., Coviello, N. E., Brookes, R. W., & Little, V. (1997). Towards a paradigm shift in marketing? An examination of current marketing practices. Journal of Marketing Management, 13, 383-406.
Bush, R. P., Underwood, I. I. I. J. H., & Sherrell, D. L. (2007). Examining the Relationship Marketing, Marketing Productivity Paradigm: Establishing an Agenda for Current and Future Research. Journal of Relationship Marketing, 6(2), 9. doi: 10.1300/J366v06n02•03
Bussell, H., & Forbes, D. (2006). Developing Relationship Marketing in the Voluntary Sector. Journal of Nonprofit & Public Sector Marketing, 15(1/2), 151-174. doi: 10.1300/J054v15n01-08
Callaghan, M., McPhail, J., & Yau, O. H. M. (1995, 6-10 July 1995). Dimensions of a relationship marketing orientation: an empirical exposition. Paper presented at the Proceedings of the Seventh Bi-Annual World Marketing Congress, Monash University, Melbourne Australia.
Camarero, C. (2007). Relationship orientation or service quality? What is the trigger of performance in financial and insurance services? International Journal of Bank Marketing, 25(6), 406-426.
Cameron, K. S. (1981). The Enigma of Organizational Effectiveness. In D. Baughr (Ed.), Measuring Effectiveness (pp. 1-3). San Francisco: Jossey-Bass.
Cameron, K. S. (1986). Effectiveness as Paradox: Consensus and Conflict in Conceptions of Organizational Effectiveness. Management Science, 32(May), 539-553.
Campbell, J. P. (1977). On the Nature of Organizational Effectiveness. In P. S. G. a. J. M. Pennings (Ed.), New Perspectives on Organizational Effectiveness. San Francisco: Jossey-Bass.
Chaston, I., & Baker, S. (1998). Relationship influencers: determination of affect in the provision of advisory services to SME sector firms. Journal of European Industrial Training, 22(6), 249-256.
Chattananon, A., & Trimetsoontorn, J. (2009). Relationship Marketing: a Thai case. International Journal of Emerging Markets, 4(3), 252-274.
Cobos, L. M., Wang, Y., & Okumus, F. (2009). Assessing the Web-Based Destination Marketing Activities: A Relationship Marketing Perspective. Journal of Hospitality Marketing & Management, 18(4), 421-444. doi: 10.1080/19368620902799643
Davis, P. R. (2005). The Application Of Relationship Marketing To Construction. (Doctor of Philosophy), Royal Melbourne Institute Technology.
Day, G. S. (2000). Managing market relationships. Journal of the Academy of Marketing Science, 28(1), 24-30.
Doyle, J. (2010). An Investigation of Pricing Data for Evidence of Institutional-Level Relationship Marketing Behaviors. Journal of Relationship Marketing, 9(4), 264-278. doi: 10.1080/15332667.2010.522488
Dywer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships. Journal of Marketing, 51(2), 11-27.
Egan, J. (2003). Back to the future: divergence in relationship marketing research. Marketing Theory, 3, 145-157.
Eizioni, A. (1964). Modern Organizations. Englewood Cliffs. : N.J: Prentice Hall.
Fernando, Y., Ho, T. C. F., Algunaid, N., & Zailani, S. (2013). A Study of Relationship Marketing in Malaysian Banks: Does Guanxi Influence Small Medium Enterprise Owners’ Satisfaction? Journal of Relationship Marketing, 12(1), 22-40. doi: 10.1080/15332667.2013.763718
Ford, D., Gadde, L., Hakansson, H., Lundgren, A., Snehota, I., Turnbull, P., & Wilson, D. (1998). Managing Business Relationships Managing Business Relationships. New York: John Wiley & Sons.
Ford, D., & Hakansson, H. (2005). The Idea of Business Interaction. The IMP Journal, 1, 4-27.
Ford, D., & Hakansson, H. (2006). IMP - some things achieved: much more to do. European Journal of Maeketing, 40, 248-258.
Gilbert, D., & Powell-Perry, J. (2003). Exploring Developments in Web Based Relationship Marketing Within the Hotel Industry. Journal of Hospitality & Leisure Marketing, 10(3/4), 5-24. doi: 10.1300/J150v10n03_02
Gronroos, C. (1994). From marketing mix to relationship marketing: towards a paradigm shift in marketing. Management Decision, 32(2), 4-20.
Harrison‐Walker, L. J. (1995). The import of illiteracy to marketing communication. Journal of Consumer Marketing 12(1), 50-62.
Human, G., & Naude, P. (2010). Relationship and innovation orientation in a business-to-business context. South African Journal of Business Management, 41(4), 59-70.
Hunt, S. D., Arnett, D. B., & Madhavaram, S. (2006). The explanatory foundations of relationship marketing thoery. Journal of Business & Industrial Marketing, 21, 72-87.
Husted, S. W., & Whitehouse Jr, F. R. (2002). Cause-Related Marketing via the World Wide Web: A Relationship Marketing Strategy. Journal of Nonprofit & Public Sector Marketing, 10(1), 3.
Lindgreen, A., Palmer, R., & Vanhamme, J. (2004). Contemporary marketing practice: theoretical propositions and practical implications. Marketing Intelligence and Planning, 22(6), 673-692.
McNally, R. C., & Griffin, A. (2005). An Exploratory Study of the Effect of Relationship Marketing Institutionalization and Professional and Organizational Commitment in Business-to-Business Exchanges. Journal of Business-to-Business Marketing, 12(4), 1-39. doi: 10.1300/J033v12n04•01
Moeller, S., Fassnacht, M., & Klose, S. (2008). Defensive Relationship Marketing: Avoiding Decreasing Sales From Customers in Consumer Goods Mass Markets. Journal of Relationship Marketing, 7(2), 197-215. doi: 10.1080/15332660802279487
Moller, K., & Halinen, A. (2000). Relationship marketing theory: its roots and direction. Journal of Marketing Management, 16, 26-54.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58, 20-38.
Oakley, J., & Bush, A. J. (2012). Customer Entertainment in Relationship Marketing: A Literature Review and Directions for Future Research. Journal of Relationship Marketing, 11(1), 21-40. doi: 10.1080/15332667.2012.653326
Payne, A., & Holt, S. (2001). Diagnosing customer value: integrating the value process and relationship marketing. British Journal of Management, 12, 159-182.
Price, J. L. (1997). Handbook of Organizational Measurement. International Journal of Manpower, 18(4/5/6), 305-558.
Robbins, S. P. (1990). Organization Theory: Structure, Design, and Applications. Englewood Cliffs: N.J.: Prentice-Hall.
Siam Booking Center Co., L. (2015). History-ประวัติไทยสไมล์แอร์. Retrieved 17 June, 2015, from
Sin, L. Y. M., Tse, A. C. B., Chan, H., Heung, V. C. S., & Yim, F. H. K. (2006). The effects of relationship marketing orientation on business performance in the hotel industry. Journal of Hospitality and Tourism Research, 30(4), 407-426.
Sin, L. Y. M., Tse, A. C. B., Yau, O. H. M., Chow, R. P. M., Lee, J. S. Y., & Lau, L. B. Y. (2005). Relationship marketing orientation: scale development and cross cultural validation. Journal of Business Research, 58(2), 185-194.
Steers, R. M. (1977). Organizational Effectiveness: a Behavioral View. Santa Monica: Calif.: Goodyear.
Stroube, W. B. (2003). Privacy Issues Concerning Direct Relationship Marketing in Health Care. Clinical Research & Regulatory Affairs, 20(1), 127.
Thai Smile Airways Co.Ltd. (2014). วางแผนการเดินทาง: เส้นทางการบิน. Retrieved 17 June, 2015, from
Trimetsoontorn, J. (2003). Relationship Marketing In Thai Steel Pipe Industry. (Doctor of Business Administration), University of South Australia.
Turnbull, P., Ford, D., & Cunningham, M. T. (1996). Interaction, Relationships and Networks in Business Markets: an Evolving Perpective. Journal of Business & Industrial Marketing, 11, 44-62.
Walker, B. (1995). Relationship marketing: The cornerstone of distribution planning. CD-ROM Professional, 8(1), 48.
Weick, K. E. (1979). The Social Psychology Organizing. MA: Addison-Wesley.
Winklhofer, H., Pressey, A., & Tzokas, N. (2006). A cultural perspective of relationship orientation: using organisational culture to support a supply relationship orientation. Journal of Marketing Management, 22(1), 169-194.
Wulf, K. D., & Odekerken-Schröder, G. (2001). A Critical Review of Theories Underlying Relationship Marketing in the Context of Explaining Consumer Relationships. Journal for the Theory of Social Behaviour, 31(1), 73.
Yau, O. H. M., Sin, L. Y. M., Lee, J. S. Y., Tse, A. C. B., & Chow, R. P. M. (1998). The Development of a scale for measuring relationship marketing orientation. Hong Kong: University of Hong Kong.
Yuchtman, E., & Seashore, S. (1967). A System Resource Approach to Organizational Effectiveness. American Sociological Review, 32(December), 891-903.
Zhuang, G., & Zhang, X. (2011). Impact of Relationship Marketing Orientation on the Exercise of Interfirm Power and Relational Governance in Marketing Channels: Empirical Evidence From China. Journal of Marketing Channels, 18(4), 279-302. doi: 10.1080/1046669X.2011.613319