Mobile phone customer loyalty in Thailand: A path analysis case study

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dc.contributor.authorPumim, Adilak
dc.contributor.authorSrinuan, Chalita
dc.contributor.authorPanjakajornsak, Vinai
dc.date.accessioned2026-08-06T10:15:38Z
dc.date.available2026-08-06T10:15:38Z
dc.date.issued2017-01-01
dc.description.abstractResearch was reviewed globally from mobile/cellular carriers to develop the six antecedents (customer satisfaction, perceived service quality, customer trust, corporate image, perceived value, and perceived switching costs) contributing to mobile customer loyalty in Thailand. Data were drawn from interviews with 515 Thai mobile users, who were asked about customer satisfaction, service quality perceptions, and customer loyalty. Findings suggest that perceived service quality and value have a direct positive influence on customer satisfaction: if the customer’s perception of service quality and customer satisfaction is high, it has a strong influence on customer loyalty. Additionally, if the perceived service quality is high, it has a direct impact on perceived value and customer satisfaction, in terms of price, value, terms, and reasonable carrier services. Finally, perception regarding switching costs is recognized in non-monetary terms and plays a key role in influencing customer loyalty.
dc.identifier.citationAsia Pacific Social Science Review, 16(3), 65-82, 2017
dc.identifier.issn01198386
dc.identifier.other2-s2.0-85018705276
dc.identifier.urihttps://dspace.kmitl.ac.th/handle/123456789/7371
dc.sourceAsia Pacific Social Science Review
dc.subjectASEAN
dc.subjectCellular services
dc.subjectCustomer satisfaction
dc.subjectCustomer satisfaction
dc.subjectService quality
dc.subjectThailand
dc.titleMobile phone customer loyalty in Thailand: A path analysis case study
dc.typeArticle

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