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Author: search.filters.author.Pongcharnchavalit, Surachet

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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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    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.