Mobile Phone Customer Loyalty in Thailand: A Path Analysis Case Study

Research was reviewed globally from mobile/cellular carriers to develop the six antecedents (customer satisfaction, perceived service quality, customer trust, corporate image, perceived value, and perceived switching costs) contributing to mobile customer loyalty in Thailand. Data were drawn from in...

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Main Authors: Pumim, Adilak, Srinuan, Chalita, Panjakajornsak, Vinai
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Published: Animo Repository 2017
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Online Access:https://animorepository.dlsu.edu.ph/apssr/vol16/iss3/6
https://animorepository.dlsu.edu.ph/context/apssr/article/1096/viewcontent/5_20RA_Pumim_20et.al._20031417pdf.pdf
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Institution: De La Salle University
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spelling oai:animorepository.dlsu.edu.ph:apssr-10962024-06-03T01:30:03Z Mobile Phone Customer Loyalty in Thailand: A Path Analysis Case Study Pumim, Adilak Srinuan, Chalita Panjakajornsak, Vinai Research was reviewed globally from mobile/cellular carriers to develop the six antecedents (customer satisfaction, perceived service quality, customer trust, corporate image, perceived value, and perceived switching costs) contributing to mobile customer loyalty in Thailand. Data were drawn from interviews with 515 Thai mobile users, who were asked about customer satisfaction, service quality perceptions, and customer loyalty. Findings suggest that perceived service quality and value have a direct positive influence on customer satisfaction: if the customer’s perception of service quality and customer satisfaction is high, it has a strong influence on customer loyalty. Additionally, if the perceived service quality is high, it has a direct impact on perceived value and customer satisfaction, in terms of price, value, terms, and reasonable carrier services. Finally, perception regarding switching costs is recognized in non-monetary terms and plays a key role in influencing customer loyalty. 2017-03-30T07:00:00Z text application/pdf https://animorepository.dlsu.edu.ph/apssr/vol16/iss3/6 info:doi/10.59588/2350-8329.1096 https://animorepository.dlsu.edu.ph/context/apssr/article/1096/viewcontent/5_20RA_Pumim_20et.al._20031417pdf.pdf Asia-Pacific Social Science Review Animo Repository ASEAN cellular services customer satisfaction service quality customer satisfaction Thailand
institution De La Salle University
building De La Salle University Library
continent Asia
country Philippines
Philippines
content_provider De La Salle University Library
collection DLSU Institutional Repository
topic ASEAN
cellular services
customer satisfaction
service quality
customer satisfaction
Thailand
spellingShingle ASEAN
cellular services
customer satisfaction
service quality
customer satisfaction
Thailand
Pumim, Adilak
Srinuan, Chalita
Panjakajornsak, Vinai
Mobile Phone Customer Loyalty in Thailand: A Path Analysis Case Study
description Research was reviewed globally from mobile/cellular carriers to develop the six antecedents (customer satisfaction, perceived service quality, customer trust, corporate image, perceived value, and perceived switching costs) contributing to mobile customer loyalty in Thailand. Data were drawn from interviews with 515 Thai mobile users, who were asked about customer satisfaction, service quality perceptions, and customer loyalty. Findings suggest that perceived service quality and value have a direct positive influence on customer satisfaction: if the customer’s perception of service quality and customer satisfaction is high, it has a strong influence on customer loyalty. Additionally, if the perceived service quality is high, it has a direct impact on perceived value and customer satisfaction, in terms of price, value, terms, and reasonable carrier services. Finally, perception regarding switching costs is recognized in non-monetary terms and plays a key role in influencing customer loyalty.
format text
author Pumim, Adilak
Srinuan, Chalita
Panjakajornsak, Vinai
author_facet Pumim, Adilak
Srinuan, Chalita
Panjakajornsak, Vinai
author_sort Pumim, Adilak
title Mobile Phone Customer Loyalty in Thailand: A Path Analysis Case Study
title_short Mobile Phone Customer Loyalty in Thailand: A Path Analysis Case Study
title_full Mobile Phone Customer Loyalty in Thailand: A Path Analysis Case Study
title_fullStr Mobile Phone Customer Loyalty in Thailand: A Path Analysis Case Study
title_full_unstemmed Mobile Phone Customer Loyalty in Thailand: A Path Analysis Case Study
title_sort mobile phone customer loyalty in thailand: a path analysis case study
publisher Animo Repository
publishDate 2017
url https://animorepository.dlsu.edu.ph/apssr/vol16/iss3/6
https://animorepository.dlsu.edu.ph/context/apssr/article/1096/viewcontent/5_20RA_Pumim_20et.al._20031417pdf.pdf
_version_ 1806510832947822592