Ethics of Customer Treatment Among Women Small Business Owners Who Follow Kuan Im in Thailand: An Abstract

  • Jitnisa Roenjun
  • Mark SpeeceEmail author
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


This pilot research looks at how spirituality impacts the treatment of customers by woman small business owner in Thailand. Hill and Pargament (2003) say religion is a fixed system of ideas – institutional. Spirituality is the personal side of religious experience. Kuan Im bodhisattva is from Mahayana Buddhism, brought to Thailand by Thai-Chinese. In one sense, followers are both spiritual and religious. However, many turn to Kuan Im because they are disillusioned with institutional religion. Our respondents have deep faith in Kuan Im, but they may not necessarily follow institutional Theravada Buddhism in Thailand.

Copyright information

© Springer International Publishing AG 2018

Authors and Affiliations

  1. 1.Dhurakij Pundit University International CollegeBangkokThailand
  2. 2.American University of KuwaitSalmiyaKuwait

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