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Factors That Impact Customer Satisfaction: Evidence From The Thailand Mobile Cellular Network Industry

Author

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  • Orose Leelakulthanit
  • Boonchai Hongcharu

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.

Suggested Citation

  • Orose Leelakulthanit & Boonchai Hongcharu, 2011. "Factors That Impact Customer Satisfaction: Evidence From The Thailand Mobile Cellular Network Industry," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 4(2), pages 67-76.
    • Handle: RePEc:ibf:ijmmre:v:4:y:2011:i:2:p:67-76
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    Citations

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    Cited by:

    1. Mwakatumbula, Hilda J. & Moshi, GoodielC. & Mitomo, Hitoshi, 2015. "Consumer Awareness And Protection In Telecommunication Markets: Case Of Tanzania; Determinant Of Consumers’ Knowledge On Their Rights," 26th European Regional ITS Conference, Madrid 2015 127161, International Telecommunications Society (ITS).
    2. OKINDA, Mauree. M, 2024. "The Influence of Service Quality on Customer Satisfaction of the Telecommunication Companies in Tanzania: A Case Study of Vodacom Tanzania," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(5), pages 2224-2269, May.
    3. Mvele, Sigismond Hervey & Mengue, Larissa Ango & Ekome Ekane, Guy Christol, 2019. "Multiple subscriptions to mobile networks and consumer satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 375-381.
    4. Gijón, Covadonga & Garín-Muñoz, Teresa & Pérez-Amaral, Teodosio & López-Zorzano, Rafael, 2013. "Satisfaction of individual mobile phone users in Spain," Telecommunications Policy, Elsevier, vol. 37(10), pages 940-954.
    5. Ruiz Díaz, Gonzalo, 2017. "The influence of satisfaction on customer retention in mobile phone market," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 75-85.
    6. Suárez, David & García-Mariñoso, Begoña & Santos, Iván, 2016. "Satisfaction of business customers with mobile phone and internet services in Spain," Telecommunications Policy, Elsevier, vol. 40(1), pages 52-61.
    7. Navera Khan & Sidra Salam & Asifullah Sherpao, 2014. "Impact of Innovation on Customer Satisfaction and Brand Loyalty: A Case Study of Professionals," International Journal of Management Sciences, Research Academy of Social Sciences, vol. 3(9), pages 663-672.
    8. Quach, Sara & Jebarajakirthy, Charles & Thaichon, Park, 2017. "Aesthetic labor and visible diversity: The role in retailing service encounters," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 34-43.
    9. Souheila Kaabachi & Selima Ben Mrad & Tais Barreto, 2022. "Reshaping the bank experience for GEN Z in France," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(3), pages 219-231, September.
    10. Wajeeha Aslam & Imtiaz Arif & Kashif Farhat & Marium Khursheed, 2018. "The Role of Customer Trust, Service Quality and Value Dimensions in Determining Satisfaction and Loyalty: An Empirical Study of Mobile Telecommunication Industry in Pakistan," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 30(2), pages 177-194.

    More about this item

    Keywords

    Customer Satisfaction; mobile phone networks; utilitarian value; hedonic value;
    All these keywords.

    JEL classification:

    • L96 - Industrial Organization - - Industry Studies: Transportation and Utilities - - - Telecommunications
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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