PurposeThe purpose of this paper is to explore the impact of relationship marketing in a Thai context by gathering both quantitative and qualitative data.Design/methodology/approachThis research adopts a multi method approach. A preliminary model is developed from existing literature, and then tested with data collected from a mail survey completed by 166 salespeople in 30 steel pipe firms in Thailand. Finally, to better understand the quantitative results from a different perspective, in‐depth interviews with 15 sales managers are undertaken and the model further refined.FindingsThe quantitative findings indicate that from the perspective of industrial sales people, the key success factor of relationship marketing is trust. However, the results of the in‐depth interviews with sales managers did not support the views of the salespeople. The sales managers endorse four variables: bonding, empathy, reciprocity, and trust, as affecting the success of relationship marketing. Further, company image, information exchange, and time are identified as key factors that contribute to the building of these variables, which in turn contribute to performance.Research limitations/implicationsThe data are gathered from one industry in one country only, hence future research could extend these findings to other industries and countries to test their general application.Practical implicationsThe key implications of these findings for marketing managers include support for the use of relationship marketing programs at a strategic level as well as suggestions for successful implementation of these programs. These findings suggest that the existence of needs analysis and response adaptation characteristics in salespeople have a strong, significant, and positive association with buyer‐seller relationship development.Originality/valueThis paper contributes to relationship marketing research because a scarcity of empirical research still exists in this field, particularly in emerging markets such as Thailand.

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PurposeThe purpose of this paper is to describe research which tested a Thai model of cause‐related marketing's impact on corporate image.Design/methodology/approachData were gathered from 1,071 participants in an established award winning cause‐related program in Thailand and analyzed using multiple regression.FindingsFindings indicated that a cause‐related marketing program can create positive attitudes toward corporate image. One specific demographic characteristic of respondents, household income level, showed a significant influence with participants from lower income households developing more positive attitudes than those from higher income households.Research limitations/implicationsThe data were gathered from participants in one program only, hence future research could extend these findings to other programs to test their generalisability.Practical implicationsThe proposed model serves as a basis for marketers to understand the influence of a cause‐related marketing program on the attitudes of Thai consumers who participated in the program toward corporate image. The results highlighted the importance of matching the company, its target market, participants in the program and the communication about the program to achieve desired results.Originality/valueThis empirical study contributes to cause‐related marketing research by focusing on a previously unresearched group, the participants in a program. In addition it was undertaken in an emerging market, Thailand.