THE EFFECTS OF SERVICE QUALITY AND CUSTOMER SATISFACTION ON CUSTOMER LOYALTY: A CASE OF THAI MOBILE NETWORK INDUSTRY

Ajdanai Yuktanandana and Dissatat Prasertsakul ()
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Dissatat Prasertsakul: Mahidol University International College, Mahidol University, Th ailand

Interdisciplinary Management Research, 2015, vol. 11, 808-823

Abstract: This research proposes a conceptual framework to examine the effects of service quality and customer satisfaction on customer loyalty. In order to test and prove the conceptual framework, fi eld research was conducted. Th e questionnaire was designed based on existing constructs in relevant literature. The research target sample consisted of 401 Bangkok-based customers of Th ai major mobile service providers, AIS, DTAC, and Truemove. Reliability tests and statistical analyses were performed to confirm the validity and reliability of the data. Besides, these tests and analyses answered the questions concerning this research. The results of the research indicate that of all factors regarding service quality dimension, only customer service factor is significant to customer satisfaction. The other factors are insignificant to the satisfaction of the customers. Meanwhile, customer satisfaction is positively significant to customer loyalty. It is considered very important for mobile service providers operating in a very competitive market such as in Thailand to learn and realize what the exact drivers of customer loyalty are. The research produces useful and beneficial findings which can be adapted by mobile service providers in an attempt to build up and develop successful and sustainable customer loyalty strategies and competitive advantages.

Keywords: Service Quality; Customer Satisfaction; Customer Loyalty; Mobile Network. (search for similar items in EconPapers)
JEL-codes: L8 L80 L86 (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (1)

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