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Cultural communication: Constructing new dialogues in relationship marketing

Aksaranuwat, PB; (2005) Cultural communication: Constructing new dialogues in relationship marketing. Doctoral thesis , UCL (University College London). Green open access

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Abstract

The report attempts to deepen the understanding of the elements of culture and the trust building process that is essential to relationship marketing strategies. Looking at the supplier-client relationship between a French telecom company, Orange, and their target market in Bangkok, Thailand A questionnaire survey and semi-structure interview have been used as the tools to carry out this research. The main objective of this report is to correlate cultural studies with relationship marketing strategies drawing from specific examples of Thailand's experiences of integration in project management to implementing strategy. This report facilitates the understanding of how organisations are being operated at the project level and identifies the play of cultural links when using RM to meet the clients' satisfaction and its own organisation. The conclusion presented in this report contributes to the general idea of how integrating a cooperative stance is significant when building relationships abroad (in Thailand). Clearly the research addresses and suggests the need for action within the project level for international organisations working abroad to find the line of communication that links to the core of the target group to achieve a greater level of effectiveness in management of supplier-client relationship, communicating, building trust, achieving loyalty and ultimately, RM Strategy. Key Words: Relationship Marketing, Customer Relationship Management, Culture Communication, Trust, Loyalty and Satisfaction.

Type: Thesis (Doctoral)
Title: Cultural communication: Constructing new dialogues in relationship marketing
Open access status: An open access version is available from UCL Discovery
Language: English
Additional information: Thesis digitised by ProQuest.
UCL classification: UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of the Built Environment > The Bartlett School of Architecture
URI: https://discovery.ucl.ac.uk/id/eprint/1568067
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