Factors that Impact Customer Satisfaction: Evidence from the Thailand Mobile Cellular Network Industry

International Journal of Management and Marketing Research, Vol. 4, No. 2, pp. 67-76, 2011

10 Pages Posted: 5 Jan 2012

See all articles by Orose Leelakulthanit

Orose Leelakulthanit

National Institute of Development Administration (NIDA)

Boonchai Hongcharu

affiliation not provided to SSRN

Date Written: 2011

Abstract

Retaining current customers is one of the key success factors to survive in the mature market of the mobile cellular network industry in Thailand. The aim of this study is to identify key success factors of this industry. Adult users of mobile cellular networks are interviewed. The results from the multiple regression analysis show that from the mobile service perspective, the customer values network quality,emotional value, promotional value, quality of service at shops and quality of call center service. From a more holistic perspective, corporate image plays a significant role in enhancing customer satisfaction with mobile cellular networks in Thailand.

Keywords: Customer Satisfaction, mobile phone networks, utilitarian value, hedonic value

JEL Classification: L96, M31

Suggested Citation

Leelakulthanit, Orose and Hongcharu, Boonchai, Factors that Impact Customer Satisfaction: Evidence from the Thailand Mobile Cellular Network Industry (2011). International Journal of Management and Marketing Research, Vol. 4, No. 2, pp. 67-76, 2011, Available at SSRN: https://ssrn.com/abstract=1949297

Orose Leelakulthanit (Contact Author)

National Institute of Development Administration (NIDA) ( email )

118 Seri Thai Road
Bangkok, 10240
Thailand

Boonchai Hongcharu

affiliation not provided to SSRN ( email )

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