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Author: search.filters.author.Fongsuwan, WannoSubject: search.filters.subject.Trust

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    Thai information technology customer loyalty perceptions: A structural equation model
    (2015-01-01)
    Pongcharnchavalit, Surachet
    ;
    Fongsuwan, Wanno
    Customer loyalty is composed of many factors including customer expectations, perceived quality, perceived value, corporate image, customer satisfaction, customer trust/confidence, customer commitment and customer complaints. This study strove to investigate the influence of loyalty factors and the relationship with the Thai information technology product and service sector. Thai IGT investments were expected to grow 7.2% in 2014 over 2013 with 105,000 Wi-Fi hotspots being installed around the country. Study after study stresses the importance of ICT to a nation's prosperity, well-being and growth so the study's researchers undertook data analysis using both qualitative and quantitative research methods to examine how perceived product/service quality, customer perceived value and customer trust affect customer loyalty. The results of the study showed that the customer perception of information technology product service/quality had an indirect but positive effect on both customer trust and the perceived value of the product or service. They, in turn, had a direct effect on customer loyalty. The findings from this study foundthat information technology customers using product and/or services, regardless of the price focused on purchasing technology products with service after the sale. So, the perception of quality and the recognition of the value are necessary to provide customers with trust in the brand itself with leads to longer customer retention.
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    Repurchase intention variables affecting outsourcing decisions by Thailand's kasikornbank PCL
    (2014-01-01)
    Chamchantra, Suthicha
    ;
    Fongsuwan, Wanno
    The research objective was to determine patterns, relationships and the influence of user trust, service quality and customer satisfaction on the outsourcing and repeat purchase intention by Thailand's Kasikornbank PCL which in 2013 was Thailand's 2nd largest profitable commercial bank. Additionally, Thailand's National Electronics and Computer Technology Center (NECTEC) has reported that the financial and banking sector has the highest spending on computer services which is primarily focused on the outsourcing of core banking and service management systems. Research methodologies used within this study included both quantitative and qualitative research with quantitative analysis coming from surveys given to 340 Kasikornbank PCL participants using Partial Least Square (PLS), a form of structural equation modeling and qualitative input from questionnaires from 10 key corporate executives who determine policy utilizing the purposive sampling approach. The results showed that the attitudes and behavior of banks had a direct and immediate overall effect on outsourcing repurchases intention. This was a fact recognized by a hypothesis significance p≤0.05, with the results of qualitative research being consistent with the results of quantitative research. The findings of the study concluded that outsourcing is a service focused business and as such, outsourcing organizations need to build trust with bank employees while also building service user trust. This has increased researchers' understanding regarding the factors that affect the levels of information technology outsourcing and the study's framework can help practitioners optimize ITO practice for successful ITO outcomes. © 2014 Academic Journals Inc.
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    Structural equation model of customer perception of service and product quality factors that affects Thai information technology customer loyalty
    (2014-01-01)
    Pongcharnchavalit, Surachet
    ;
    Fongsuwan, Wanno
    This study was conducted to study the factors that how service quality affects customer loyalty in the Thai Information Technology (IT) business. The researcher wishes to use their position within academia to conduct further analysis with quantitative data being obtained from 294 customers using IT products and services in the Bangkok metropolitan area and qualitative research being conducted with 10 executives by the use of purposive sampling. Analysis was conducted while using Partial Least Square (PLS-Graph) software to apply Structural Equations Modeling (SEM). Results showed the hypotheses affecting customer satisfaction had a significance level of p<0.05, having a significant and direct influence on customer loyalty, product quality and product service. Other variables include customer perceived value, customer trust and customer satisfaction of their clients. A fact recognized by the assumption p<0.01, respectively. Significant findings from this study found that customers who use the Thai information technology product and/or service, must be satisfied with the products and services if it is sold in conjunction with information technology services. Thus, the customer's perceived value and recognition of it is necessary to ensure customer satisfaction in the brand itself which translates into long-term customer retention and loyalty.