Authors : Kemika Sansom and Pensri Jaroenwanit
Abstract: Global industry trends in a new dimension place much importance on building collaboration networks among industrial groups. Not only does this encourage the development of the efficiency of joint production but also stimulate competition to upgrade the enterprises’ competitive potentials within the networks and at the international level. According to some previous research on cluster operations the success factor resulted from building the relationship of members within the clusters harmoniously and continuously based on the existing resources in order to mutually produce overall productivity of the cluster. However, it was found that there were not many research studies on the factors influencing the success of clusters in the area of the mediating role of the relationship marketing success toward cluster productivity in Thailand. Thus, the objectives of this research are to study and present the conceptual framework of the influential factors, namely, relational factor, resource factor, information technology factor, relationship benefits factor and entrepreneurs’ characteristics factor. Hopefully, the research findings will add more valuable knowledge on the relationship marketing and be useful to cluster development in Thailand.
Kemika Sansom and Pensri Jaroenwanit, 2016. A Mediating Role and Influence of the Relationship Marketing Success Toward Cluster Productivity in Thailand. International Business Management, 10: 416-422.