The Effect of Relationship Marketing Factors on Customer Satisfaction and Behavioral Intention: The Case of New Channel International Education Group Limited

Abstract

   As an educational company, New Channel International Education Group Limited had been operating successfully in the past. However, in recent years, due to increased competition, the trend towards relationship marketing had decreased. Therefore, it was necessary to study the factors that had influenced customer satisfaction and behavioral intention through corporate relationship marketing in the past. The three research objectives of this study were: 1) To examine whether there was a positive correlation between the factors of relationship marketing; 2) To examine whether relationship marketing factors impact customer satisfaction; and 3) To examine whether relationship marketing factors impact customer behavior intention.

   Based on customer satisfaction theory and consumer behavior theory, this study focused on the relevant employees of New Channel as research subjects. Through the quantitative analysis of 279 questionnaires and the use of data analysis tools for specific research, the following conclusions were drawn: 1) There was a positive correlation between relationship marketing factors; 2) There was a significant positive impact of relationship marketing factors on customer satisfaction; and 3) There was a significant positive impact of relationship marketing factors on customer behavioral intention.

Keywords: relationship marketing, customer satisfaction, behavioral intention, New Channel International Education Group Limited

The Effect of Relationship Marketing Factors on Customer Satisfaction and Behavioral Intention: The Case of New Channel International Education Group Limited

Master of Business Administration (International Program), Siam University, Bangkok, Thailand