A global competitiveness study of thai securities industry: A case study of factors influencing investors’ loyalty to securities companies in Bangkok

Since the Free Trade Agreement is utilized as the spearhead of the powered country to penetrate the market. Thai securities industry is targeted as the potential one. But in the industry, however, nothing has been changed concerning relationships between the marketers and investors. Investors always pay their loyalty to the marketer rather than to the brokerage firm. A major problem is that investors always move their portfolio according to marketers’ suggestions and actions to a new brokerage firm where those marketers switch to work for on a full-time basis. Therefore, if securities companies know any other significant factors that influence Thai investors’ loyalty, it might achieve competitive advantages in planning and retaining potential investors, while bargaining power of marketers will be reduced which would lead to sustainable operation, profitability, and competitive advantage in the next global competition. Based on the survey research of 400 Thai investors, the relationship with the securities marketer, relationship with the securities company and the investor's satisfaction were found as factors that influence Thai investors’ loyalty to the securities company, and these factors had also high relationship with investors’ loyalty.