Title: A development model of factors affecting customer loyalty to mobile service providers in Thailand

Authors: Patcharanan Klankaew; Amnuay Saengnoree

Addresses: Faculty of Administration and Management, King Mongut's Institute of Technology Ladkrabang, 1 Chalongkrung Soi 1, Ladkrabang, Bangkok 10520, Thailand ' Faculty of Administration and Management, King Mongut's Institute of Technology Ladkrabang, 1 Chalongkrung Soi 1, Ladkrabang, Bangkok 10520, Thailand

Abstract: The purpose of this research is to explore the model of factors affecting customer loyalty to mobile service providers of Thailand. Consequently, this study examined and analysed the causal relation factors of service quality, brand image, customer satisfaction, and switching deterrents on their loyalty. Based on previous empirical studies, this study proposes a structural model of customer loyalty and units of analysis are selected from users of 3 major mobile phone service providers, totalling 400 people. Population sampling is mobile users from the percentage of six areas in Bangkok with multi-stage sampling. A set of questionnaires is used to collect data. An analysis of structural equation modelling using AMOS 21 program is conducted to test the ten hypotheses. This paper provides development model for mobile phone service providers to manage the important influential roles of service quality, brand image and customer satisfaction effect on customer loyalty.

Keywords: service quality; brand image; customer satisfaction; switching deterrents; customer loyalty; mobile service providers; Thailand.

DOI: 10.1504/IJSOM.2018.090454

International Journal of Services and Operations Management, 2018 Vol.29 No.4, pp.487 - 506

Received: 17 Dec 2015
Accepted: 20 Jul 2016
Published online: 19 Mar 2018 *

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