Social CRM, RMO and business strategies affecting banking performance effectiveness in B2B context

Purpose – This paper aims to develop structural equation modelling of variables that affect the banking performance effectiveness of Thai Commercial Bank branches in the financial service sector by gathering quantitative data. Design/methodology/approach – The population of the study covers all 2,068 Thai Commercial Bank branches in Bangkok, Thailand. This research defined the Thai banks for data collection using stratified sampling (first step) and simple sampling (second step). Primary data were collected using a self-administered survey of 65 managers and 185 marketing officers. In the total sample, 69 (27.6 per cent) of the respondents were male and 181 (72.4 per cent) were female in the Thai Commercial Bank branches. The responses to the questions capturing focal constructs used a seven-point Likert scale. Data were analysed using confirmatory factor analysis and structural equation modelling. Findings – It was found that significant relationships existed between social customer relationship management (CRM), relationship marketing orientation (RMO) and business strategies and banking performance effectiveness. The key success factors of social CRM and relationship marketing orientation were found to have indirect influences on banking performance effectiveness through mediation of business strategies. Additionally, the results of this research show that social CRM and RMO have direct and indirect influences on banking performance effectiveness through the mediation of focus strategy or differentiation strategy ( p < 0.001). Practical implications – Recent development of the digital communications in industrial marketing to achieve firm performance, chief executive officer, management officers and managers could consider setting managing and marketing plans for excellent performance, and long-term relationship by five steps. Originality/value – These results add performance effectiveness and long-term relationships with business-to-business (B2B) service industry and bank customers (both retail and public enterprises) to the factors needed to respond to the highly competitive situation at present, which will be even more important with the ASEAN Economic Community in 2015.