Client relationship marketing practices: an in-depth study on motorcycle dealer business.

Abstract

This research aims to discover the buyer-seller marketing relationship practices of motorcycle dealer business in Thailand during different stages of relationship. 4 departments were inspected and sets of different combinations of relationship marketing practices were discovered. The conceptual framework of (Woo & Leelapanyalert, 2014) was adopted to analyses the case study of this research, Nudpob Bangyai Co., Ltd., a Honda motorcycle dealer situated in Nonthaburi province. The practices were examined through 14 in-depth semi-structured interviews with the key personnel of the company. This research came through 11 buyer-seller relationship marketing practices which 10 of them were similar to the previous findings and 1 new practice was identified from this research. This research has shown that marketing relationship practices are crucial to motorcycle dealer business where products are homogeneous. However, future research on the significance of each practice would be beneficial to pinpoint the important practices to be considered.