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The Factors Affecting Customer Satisfaction and Behavioral Intentions in Using Mobile Telecommunications Service in
Bangkok, Thailand Junqi Lin
http://eprints.utcc.ac.th/id/eprint/1314
© University of the Thai Chamber of Commerce
EPrints UTCC http://eprints.utcc.ac.th/
The Factors Affecting Customer Satisfaction and Behavioral
Intentions in Using Mobile Telecommunication Service in
Bangkok, Thailand
JUNQI LIN
A Thesis Submitted in Partial Fulfillment of the Requirements
For the Degree of Master of Business Administration
International College
University of the Thai Chamber of Commerce
2012
iv
Thesis Title The factors affecting customer satisfaction and behavioral
intentions in using mobile telecommunications service in
Bangkok, Thailand
Name Junqi Lin
Degree Master of Business Administration
Major Field International Business
Thesis Advisor Sawaros Srisutto, Ph.D.
Graduate Year 2012
ABSTRACT
Nowadays customers have to face the situation how to choose the best mobile
telecommunications service which is provided by many mobile telecommunications
service companies. In addition, the mobile telecommunications service companies
also face the situation that to meet the customer satisfaction in order to increase the
market share. Managers of telecom companies, therefore, should be conscious of the
factors affecting customer satisfaction and behavioral intentions in building these
strong relationships.
There are few related studies on the factors affecting customer satisfaction and
their influence on customers’ future behavioral intentions in the Thai mobile
telecommunications industry. Therefore, this study seeks to explore which factors affect
customer satisfaction in using mobile telecommunications. Furthermore, the research aims to
investigate the relationship between customer satisfaction and behavioral intentions in
mobile telecommunications service.
This study was based on the customer’s perspectives and their experiences with
mobile telecommunications service in Bangkok, Thailand. Questionnaire as data
collection tool was used in the conduction of this study. The findings indicated the
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perceived value; some elements of service quality and marketing mix play the key
role in customer satisfaction. Especially, tangible, reliability and assurance of service
quality are significant to customer satisfaction. Regarding to the marketing mix, only
product, process, and physical evidence are significant to customer satisfaction in
mobile telecommunications service in Bangkok, Thailand. In addition to this, the
findings also indicated that customer satisfaction plays a key role in determining
customer behavioral intentions.
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ACKNOWLEDGEMENTS
This thesis is a part of the study of the Master of Business Administration program
at the University of the Thai Chamber of Commerce. Foremost, I would like to
express my sincere gratitude to my thesis advisor, Sawaros Srisutto, Ph.D. for her
support, encouragement and great guidance throughout the time I have been working
on this study. I would also like to take this opportunity to extend my sincere gratitude
to Dr. Phusit Wonglorsaichon for introducing thesis advisor to me. I would also like
to take this opportunity to extend my sincere gratitude to Asst.Prof. Dr. Napawan
Kananurak, Dr. Theeranuch Pusaksrikit, Dr. Pitsamorn Kilenthong, and Asst.Prof.
Dr.Saran Ratanasithi for their suggestions on my thesis. To all my lecturers who made
sure that I excelled and enjoyed this study it was a worthwhile journey.
To the respondents who participated in the questionnaire survey I could not
have done this without you. I appreciate the time and effort you put into the
questionnaire. Finally, I would like to show my heartfelt thank to my family, friends
and all my relatives who prayed without ceasing for my success. I truly thank them all
for the inspiration and support. Undertaking this study and passing this period of hard
work would never have been possible without the help of each one of them.
JUNQI LIN
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TABLE OF CONTENTS
Abstract .................................................................................................................. iv
Acknowledgements ................................................................................................ vi
Table of Contents .................................................................................................. vii
List of Tables ......................................................................................................... iix
List of Figure ........................................................................................................... x
Chapter 1 Introduction ........................................................................................... 1
Research Background ............................................................................................... 2
Research Objectives ................................................................................................. 5
Research Questions ................................................................................................... 5
Significance of the Research ..................................................................................... 5
Scope of the Study ..................................................................................................... 6
Expected Benefits ..................................................................................................... 6
Operation Definitions ............................................................................................... 7
Chapter 2 Literature Review .................................................................................. 9
Theory and Literature Review ................................................................................. 10
Conceptual Frameworks .................................................................................... 11120
Research Hypothesis ............................................................................................... 21
Chapter 3 Methodology ......................................................................................... 23
Research Design ..................................................................................................... 24
Sampling Design .................................................................................................... 24
Research instrument ............................................................................................... 24
Data Collection ....................................................................................................... 27
Data Analysis ......................................................................................................... 28
Pretest of the Research Instrument .......................................................................... 28
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TABLE OF CONTENTS (Continued)
Chapter 4 Data Analysis and Results ................................................................... 30
Customer demographic ........................................................................................... 31
Descriptive analysis ................................................................................................ 35
Relationship between perceived value and customer satisfaction ............................. 37
Relationship between service quality and customer satisfaction .............................. 38
Relationship between marketing mix and customer satisfaction .............................. 40
Relationship between customer satisfaction and behavioral intention ...................... 42
Summary of Hypothesis testing .............................................................................. 43
CHAPTER 5 Conclusion, Discussion, and Recommendation .............................. 44
Conclusion ............................................................................................................. 45
Discussion .............................................................................................................. 48
Recommendations .................................................................................................. 50
Limitation of the Study ........................................................................................... 51
Future Research ...................................................................................................... 51
REFERENCES ...................................................................................................... 53
APPENDICES ....................................................................................................... 64
ix
LIST OF TABLES
Table
Table 2.1.2 Summary of the Empirical Support for Six Linkages (From Oliver1997,
Churchill and Surprenant, 1982) ........................................................... 11
Table 2.1.6 The Telecommunication Industry Service Quality Assessment and the
Items ..................................................................................................... 15
Table 3.3 Questionnaire Construction ................................................................... 25
Table 3.6 Reliability Statistics ............................................................................. 29
Table 4.1.1 Numbers and Percentage of Respondents by Characteristics .................. 31
Table 4.1.2 Numbers and Percentage of Respondents’ Information and Distribution 32
Table 4.2.1 Level of Agreement of Perceived Value ............................................... 35
Table 4.2.2 Level of Agreement of Service Quality ................................................. 35
Table 4.2.3 Level of Agreement of Marketing Mix .................................................. 36
Table 4.2.4 Level of Agreement of Customer Satisfaction ....................................... 36
Table 4.2.5 Level of Agreement of Behavioral Intention ......................................... 37
Table 4.3.1 Regression of Perceived Value towards Customer Satisfaction ............. 37
Table 4.3.2 Summary of Model Regression of Perceived Value towards Customer
Satisfaction ........................................................................................... 38
Table 4.4.1 Regression of Service Quality towards Customer Satisfaction .............. 39
Table 4.4.2 Summary of Model Regression of Service Quality towards Customer
Satisfaction ........................................................................................... 39
Table 4.5.1 Regression of Marketing Mix towards Customer Satisfaction ................ 41
Table 4.5.2 Summary of Model Regression of Marketing Mix towards Customer
Satisfaction ........................................................................................... 41
Table 4.6.1 Regression of Customer Satisfaction towards Behavioral Intention ...... 42
Table 4.6.2 Summary of Model Regression of Customer Satisfaction towards
Behavioral Intention ............................................................................. 43
Table 4.7 Summary for All Hypotheses ................................................................... 43
x
LIST OF FIGURE
Figure
Figure 1.1.2.1 The Current Structure of Thailand Telecommunications Market ......... 3
Figure 1.1.2.2 Technological Framework: The Path towards LTE-Advanced ............ 4
Figure 1.1.3 Comparison of Major Mobile Operators ............................................. 4
Figure 2.1.2 The Expectancy Disconfirmation Model of Customer Satisfaction .... 11
Figure 2.1.5 Model of Relationship between Perceived Value, Customer
Satisfaction, and Intension ................................................................ 14
Figure 2.1.6 The Oliver’s (1993) Satisfaction Service Quality Model ................... 17
Figure 2.1.7 Model of the Relationship between Marketing Mix and Satisfaction 20
Figure 2.2 Conceptual Frameworks ................................................................... 21
CHAPTER 1
INTRODUCTION
The topics of this chapter are as the following:
1.1 Research Background
1.1.1 Worldwide Telecommunication Industry History Review
1.1.2 Telecommunication Industry in Thailand
1.1.3 The Competition in Mobile Telecommunication Service in Thailand
1.2 Research Objectives
1.3 Research Questions
1.4 Significance of The Research
1.5 Scope of The Study
1.6 Expected Benefits
1.7 Operation Definitions
2
1.1 Research Background
1.1.1Worldwide telecommunication industry history review
“On March 10, 1876, in Boston, Massachusetts, Alexander Graham Bell invented
the telephone (Farley 2005).” So far, the history of telephone communication in
human society is more than 130 years. Telephone communication makes the persons
who are so far away from each other in the world feel that they are so close.
“Commercial mobile telephony began in 1946, but only since 1995 mobiles have
become low in cost, rich in features, and used worldwide (Farley 2005)” In the past
33 years, telecommunication in some countries and regions have developed from
1G(analog radio signals telecommunication), got through 2G-GSM(global system for
mobile), 3G-WCDMA (wide band code division multiple access), and then to 4G-
LTE (long term evolution). For example, USA, UK, Canada, China, Japan, South
Korea, and Singapore have already launched 4G (Curwen & Whalley, 2011).
1.1.2Telecommunication Industry in Thailand
In Thailand, “Telephone Organization of Thailand (TOT) was established as a
state agency to provide and regulate domestic telephony services in 1954;
Communications Authority of Thailand (CAT) was established as a state agency to
provide and regulate international telephony, postal and other non-voice
telecommunication services (Srinuan, 2011)”. “First mobile communications services
in Thailand were commercially introduced in 1986 by the state owned companies:
Telephone Organization of Thailand (TOT) and Communications Authority of
Thailand (CAT). Advance Info Service Public Company Limited (AIS) and Total
Access Communication Public Company Limited (DTAC) were two private
companies which were granted the concession agreements in 1990 and 1991
respectively to provide analog mobile services (Srinuan, Srinuan, &Bohlin 2011)”.
3
Source: Srinuan (2011)
Figure 1.1.2.1 The Current Structure of Thailand Telecommunications Market
Advance Info Service Public Company Limited (AIS) launched 3G-900MHz and
signed agreement with Telephone Organization of Thailand (TOT) to use 3G-2.1GHz
to use data services. True Corporation Public Company Limited (TRUE), jointly
providers 3G services with Communications Authority of Thailand (CAT) at a
spectrum of 800MHz for 14.5 years. Total Access Communication Public Company
Limited (DTAC) has also managed to launch 3G services on the 850MHz band in
spite of protest from Communications Authority of Thailand (CAT) (The Nation,
2011; BMI, 2012). The 3G-WCDMA user coverage is not high, because some Thai
users are 2G-GSM user, some are 2.75-EDGEuser. For this reason the Thai
telecommunication is not a real 3G.
4
Source: Curwen &Whalley (2011)
Figure 1.1.2.2 Technological Framework: The Path towards LTE-Advanced
1.1.3 The competition in mobile telecommunication service in Thailand
“Thailand has a population of 67.5 million with a GDP per capita of USD 1,275
as of the end of 2010. At the end of December 2010, the total number of mobile
subscribers reached 70.8 million, representing a penetration rate of 105% of the total
population (announced by AIS, 2011). Now there are 3 major mobile
telecommunication operators: AIS, DTAC, and TrueMove.
Figure 1.1.3 Comparison of Major Mobile Operators
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Now the telecommunication system in Thailand is at the beginning of 3G, and it
will be in 3G era in the next decades. Customer will face the situation how to choose
the best mobile telecommunication service provided by the mobile
telecommunications service company. And the mobile telecommunications service
company also will face the situation how to meet the customer satisfaction in order to
increase the market share.
Thus, this research aims to study the factors influencing customer satisfaction and
behavioral intention in using mobile telecommunication service in Bangkok Thailand.
1.2 Research Objectives
Objectives of this study are as follows:
1. To explore which factors affecting customer satisfaction in using mobile
telecommunications.
2. To investigate the relationship between customer satisfaction and behavioral
intention in mobile telecommunication service.
1.3 Research Questions
The research questions of this study are as follows:
1. What are the factors affecting customer satisfactions in using mobile
telecommunication?
2. What is the relationship between customer satisfaction and behavioral
intention in mobile telecommunication service?
1.4 Significance of the Research
According to Ranaweera and Prabhu (2003), customer retention has increasingly
become an issue of strategic importance that is not only limited to customer
interfacing departments and roles, but to the entire company as a whole. One of the
drivers of customer retention is customer satisfaction which is achieved by ensuring
that the customer gets need satisfying products and services. It is, therefore, important
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to understand the needs of the customer and provide solutions in the form of products
and services that actually meet those needs. It has been proposed that customer
satisfaction of service value affect purchase intentions and behavior intentions (Bolton
& Drew, 1991), these behavioral intentions may be either positive, for example
customer retention, loyalty intention, and word of mouth, or negative, customer
defection or switching intention. When customers are spoilt for choice, the telecom
companies in Thailand need to create a competitive advantage as a way of differing
themselves from each other.
This study intends to focus on customers’ behavioral intentions in order to deeply
understand which factors affect customer intentions in using mobile
telecommunications service. This study will provide the valuable information to the
telecommunication service company in Thailand to plan their marketing and business.
1.5 Scope of the Study
This research endeavors to study or which factors affecting the customer
satisfaction and behavioral intentions in using mobile telecommunication service in
Bangkok Thailand. To overcome the area of this research, this study scope on mobile
telecommunication in Bangkok Thailand. The participants of the study are users of
mobile telecommunication services in Bangkok Thailand.
1.6 Expected Benefits
1. Information in this study can be useful for mobile telecommunication company
to improve the company performance and increase the market share.
2. Information in this study can be useful for marketing strategy decision making
in mobile telecommunication company.
3. This research can be used by Ministry of Information and Communication
Technology in Thailand when they want to create a new policy.
4. Researchers can make use of these results from this study as references and for
further studies.
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1.7 Operation Definitions
Telecommunication is the science and practice of transmitting information by
electromagnetic means.
Mobile telecommunication is a communication which does not depend on any
physical connection between two communication entities and has the flexibility to
move during communication.
Mobile telecommunication service is based transmission of text, digitized voice,
video, and multimedia service.
Perceived value is the result of the personal comparison between perceived
overall benefits and the perceived costs paid by the customer.
Service quality is a result of a comparison between what consumers consider the
service should be and their perceptions about the actual performance offered by the
service provider.
Marketing is the activity, set of institutions, and processes for creating,
communication, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large.
Marketing mix is a business tool used in marketing products. The marketing mix
includes price, product, place, promotion, personnel, process, and physical evidence.
Product is defined as anything that can be offered into a market for attention, use,
or consumption that might satisfy a need.
Price is the amount of money charged for a product or service, or the total values
that consumers exchange for the benefits of having or using the product or service.
Place is defined as the ease of access which potential customer associates to a
service such as location and distribution.
Promotion is defined as sales promotion, advertising, personal selling, public
relations and direct marketing.
Personnel refer to the service employees who produce and deliver the service.
Process is defined as the implementation of action and function that increase
value for service with a low cost and a high advantage to customer, and it is more
important for service than for goods.
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Physical evidence is defined as the environment in which the service and any
tangible goods are delivered.
Customer satisfaction is a term frequently used in marketing, is also a measure
of how products and services supplied by a company to meet or surpass customer
expectation.
Behavioral intention is defined as goal statesin the expectancy value tradition
that are the result of a conscious process that takes time, requires some deliberation,
and focuses on consequences.
Loyalty intention is an intention that customer devote to a brand or a product.
Word of mouth is the passing of information from person to person by oral
communication.
Switch intention is an intention that customer is willing to change another brand
or product.
CHAPTER 2
LITERATURE REVIEW
This chapter includes relevant theories and discussed literatures in 5 areas:
perceived value, marketing mix, service quality, customer satisfaction, and behavioral
intention. And the conceptual framework will be presented in the end of this chapter.
The topics are as the following:
2.1 Theory and Literature Review
2.1.1 Customer Satisfaction
2.1.2 Expectation Disconfirmation Theory on Customer Satisfaction
2.1.3 Behavioral Intention
2.1.4 The Relationship between Customer Satisfaction and Behavioral
Intention
2.1.5 Perceived Value
2.1.6 Service Quality
2.1.7 Marketing Mix
2.2 Conceptual Frameworks
2.3 Research Hypothesis
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2.1 Theory and Literature Review
2.1.1 Customer satisfaction
The early researched on customers’ satisfaction in traditional areas, Oliver (1980)
proposed the theory of “expectation inconformity”, that is the customers will feel
satisfied when the services actual performances are beyond their expectation.
Oppositely, when the services actual performances are under their expectation,
customers will feel dissatisfied. During the last decade, satisfaction has been
considered as one of the most important theoretical as well as practical issues for most
marketers and customer researchers (Jamal, 2004). Kotler and Keller (2006, p. 144)
proposed that, ‘‘Satisfaction is a personal feeling of satisfaction or dissatisfaction
resulting from comparing service performances in relation to his or her expectation.’’
2.1.2 Expectation disconfirmation theory on customer satisfaction
Generally, Expectations model also named Expectation Disconfirmation Model.
The theoretical is based on the 1970s social psychology and organizational behavior.
Olshavsky and Miller (1972) published an article about “customer expectations,
product performance and perceived product quality ". Later Anderson (1973)
published another article "customer dissatisfied: disconfirmation expectations and
perceived quality effect ". These two studies constitute the basis of this model.
The four main constructs in the model are: expectations, performance,
disconfirmation, and satisfaction. Expectations reflect anticipated behavior (Churchill
& Suprenant, 1982). They are predictive, indicating expected product attributes at
some point in the future (Spreng & Mackoy 1996). Before customer purchases,
customer forms expectations from the product performance; after customer purchased,
customer obtained the actual product performance. Then customer compares the gap
between expectation and actual performance, this defined as “disconfirmation”.
Disconfirmation is hypothesized to affect satisfaction, with positive disconfirmation
leading to satisfaction and negative disconfirmation leading to dissatisfaction. If a
product outperforms expectations (positive disconfirmation), it will result to post-
purchase satisfaction. If a product falls short expectations (negative disconfirmation)
the consumer is likely to be dissatisfied (Oliver, 1980; Spreng et al. 1996). The
expectancy disconfirmation model of customer is shown in figure 2.2:
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Figure 2.1.2The Expectancy Disconfirmation Model of Customer Satisfaction
Table 2.1.2 Summary of The Empirical Support for Six Linkages (From Oliver1997,
Churchill and Surprenant, 1982)
Constructs(Variables) Literature
Expectations - Performance Linkage Boulding, William, Kalra, Staelin and Zeitharnl (1993)
Oliver, Balakrishnan, and Barry (1994)
Churchill and Surprenant (1982)
Expectations - satisfaction Linkage Olshavsky and Miller (1972)
Anderson (1973)
Oliver (1977, 1980a)
Olson and Dover (1979)
Churchill and Surprenant (1982)
Oliver and Desarbo (1988)
Tse and Wilton (1988)
Bone Shimp, and Sharma (1990)
Szajna and Scamell (1993)
Expectations – DisconfirmationLinkage Churchill and Surprenant (1982)
Performance - Disconfirmation Linkage Swan and Trawick (1981)
Bolton and Dover (1991)
Churchill and Surprenant (1982)
Anderson and Sulbvan (1993)
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Olson and Dover (1976)
Performance – Satisfaction Linkage Swan and Trawick (1981)
Churchill and Surprenant (1982)
Bolton and Drew (1991)
Anderson and Sulbvan (1993)
Olive (1993, 1994)
Simester (2000)
Disconfirmation–Satisfaction Linkage Olson and Dover (1976)
Churchill and Surprenant (1982)
Oliver (1977, 1979, 1980, 1993, 1994)
Oliver, Balakrishnan and Barry (1994)
2.1.3 Behavioral intention
Intention or attitude of consumer behavior is discussed based on different theories.
While some researchers use the technology acceptance model (TAM) to find out the
influence of constructing a travel web site system on the willingness to consume
(Moon & Kim, 2001), others use the theory of planned behavior (TPB) to create a
more comprehensive description of the willingness to consume on the internet and the
understanding of use of information technology (Ajzen, 1991; Taylor & Todd, 1995a).
Behavioral intention is defined as goal statesin the expectancy value tradition that are
the result of a conscious process that takes time, requires some deliberation, and
focuses on consequences (Loewenstein, Weber, Hsee, & Welch, 2001).
2.1.4The relationship between customer satisfaction and behavioral intention
Customer satisfaction has been regarded as a fundamental determinant of long-
term consumer behavior (Oliver, 1980). The relationship between customer
satisfaction and behavioral intentions has been identified (Bearden & Teel, 1983;
Oliver, 1980). It has been proposed that customers satisfaction of service value
influences purchase intentions and behavior intentions (Bolton & Drew, 1991), these
behavioral intentions may be either positive, for example customer retention, loyalty
intention, and word of mouth, or negative, for example, customer defection or
switching intention.
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2.1.5 Perceived value
So many studies have defined perceived value. It is defined as the result of the
personal comparison between perceived overall benefits and the perceived costs paid
by the customer (Zeithaml, 1988). Perceived value is the results or benefits customers
receive in relation to total costs (which include the price paid plus other costs
associated with the purchase). In simple terms, value is the difference between
perceived benefits and costs. However, what constitutes value appears to be highly
personal, and may vary widely from one customer to another (Holbrook, 1994;
Zeithaml, 1988).Only the customer rather than a service provider can a product or
service provided value and the concept of customer perceived value is perceived to be
very subjective and personal (Parasuraman, Zeithaml & Berry 1985). Sweeney and
Soutar (2001) proposed the PERVAL dimensions including functional dimension,
emotional dimension and social dimension. Functional dimension refers to the
rational and economic valuations made by individual. The quality of service would
form this dimension. Emotional dimension refers to the internal emotions or feelings
generated by the service. Social dimension refers to the social impact of the purchase
made by customer.
The relationship between perceived value and customer satisfaction
There are many researches in the service marketing literature. According to
Andreassen and Lindestad (1998), customer perceived value was positively associated
with customer satisfaction in the service industries. Patterson and Spreng (1997) also
confirmed that perceived value had a positive and direct relationship with customer
satisfaction. While it is contended that value has a direct impact on how satisfied
customers are with the service supplier (Anderson & Fornel, 1994) and that
satisfaction depends on value (Ravald & GroÈnroos, 1996), little attention has been
paid to customer value in evaluating services (Lemmink, Ruyter & Wetzels 1998). It
has been proposed that behavioral intentions are determined in part of perceived value
(Bolton & Drew, 1991). In decision making to return to the service provider,
customers are likely to consider whether or not they received “value for money''.
Furthermore, it is possible that customer satisfaction may be based primarily on the
service experience (i.e. service quality dimensions) and that perceived value is more
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critical with respect to future intentions. However, for this investigation, it is proposed
that perceived value contributes directly to customer satisfaction which, in turn, leads
to future intentions.
The model of relationship between perceived value, customer satisfaction, and
intension by Patterson and Spreng (1997) proposed as below:
Source: Patterson & Spreng (1997)
Figure 2.1.5Model of Relationship between Perceived Value, Customer Satisfaction,
and Intension
2.1.6 Service Quality
According to Parasuraman et al. (1985), early definitions of service quality were
based on the called “disconfirmation” paradigm which refers to a perception of
service quality which is a result of a comparison between what consumers consider
that the service should be and their perceptions about the actual performance offered
by the service provider. Since that time, a lot of researches have been conducted on is
topic, principally due to its role as an input to customer satisfaction (Oliver, 1996) and
an indicator of organizational performance (Lewis & Mitchell, 1990). The recent
decade literatures suggest that service quality is the consumer’s subjective assessment
of service performance (Cronin & Taylor, 1992). Service quality is also regarded as
the customer’s impression of the relative inferiority or superiority of a service
provider and its services (Bitner & Hubert, 1994; Tsoukatos & Rand, 2006).A good
example of a standardized framework for understanding service quality is the
SERVQUAL model developed by Parasuraman, Zeithaml and Berry (1988). This
model includes reliability, responsiveness, assurance, empathy, and tangibles.
Reliability refers to the ability to perform the promised service accurately.
Satisfaction
Intention Value
15
Responsiveness refers to the willingness to help customer and provide prompt service.
Assurance refers to the employees’ knowledge and courtesy, and their ability to
inspire trust and confidence. Tangible refers to appearance of physical facilities,
equipment, personnel and written materials.Johnson and Sirikit (2002) suggested the
telecommunication industry service quality assessment and the items are as follows:
Table 2.1.6The Telecommunication Industry Service Quality Assessment and the
Items
Dimensions of
Service Quality
Items
Tangible A service provider has up-to-date equipment.
A service provider’s physical facilities are visually appealing.
A service provider’s customer service staffs are well dressed and appear neat.
The appearance of the physical facilities of the firm is keeping with the type of telecom service.
Reliability When a service provider promises to do something by a certain time, it does so.
When I have problems, a service provider is sympathetic and reassuring.
A service provider is dependable.
A service provider provides its service at the time it promises to do so.
A service provider keeps its records accurately.
Responsiveness
A service provider does not tell customer exactly when service will be performed.
I do not receive prompt service from customer service staffs.
Customer service staffs are not always willing to help customers.
Customer service staffs are too busy to respond to customer requests promptly.
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Assurance I can trust customer service staffs.
I feel safe in your transactions with customer service staffs.
Customer service staffs are polite.
Customer service staffs get an adequate support from a service
provider to do theirjob well.
Empathy A service provider does not give me individual attention.
Customer service staffs do not give me personal attention.
Customer service staffs do not know what my needs are.
A service provider does not have my best interests at heart.
A service provider does not have operating hours convenience to
all its customers.
The relationship between service quality and customer satisfaction
Oliver (1993) first suggested that service quality would be antecedence of
customer satisfaction, up to now, there are already some other researchers who have
found the empirical support for the view point mentioned above (Anderson &
Sullivan, 1993; Anderson et al., 1994; Fornell, Johnson, Anderson., 1996; Spreng &
Mackoy,1996 ), and customer satisfaction is a consequence of service quality. Service
quality should also be enhanced by raising expectations and be positively related to
consumer satisfaction (Fornell et al., 1996). In the recent decade, many studies also
have established that service quality strongly drives satisfaction (Gro¨nroos, 2001;
Kotler & Keller, 2006; Lovelock & Wirtz, 2007; Oliver 1980; Wang & Hing-Po Lo,
2002).
17
The Oliver’s (1993) Satisfaction Service Quality Model as below:
Source: Oliver (1993)
Figure 2.1.6The Oliver’s (1993) Satisfaction Service Quality Model
2.1.7 Marketing mix
The concept of marketing mix divided into product and service marketing mix.
The service marketing mix consists of Product, Price, Place, Promotion, People,
Physical Evidence, and Process, simply called 7P’s. The product marketing mix
consists of Product, Price, Place, and Promotion, simply called 4P’s (Hartono, 2010 )
Product is defined as anything that can be offered into a market for attention, use,
or consumption that might satisfy a need (Armstrong & Kotler, 2006). According to
Hirankitti, Mechinda, and Manjing (2009) the service product offers service which
can be explained based in the core service which represents the core benefit, and the
secondary service which represents both the tangible and augmented product levels.
Product is characterized by quality, design, features, brand name and sizes (Borden,
1984).
Price is the amount of money charged for a product or service, or the total values
that consumers exchange for the benefits of having or using the product or service
(Kotler, Armstrong, Wong, & Saunders, 2008). Due to the intangible nature of
services, price becomes a crucial quality indicator (Zeithaml, 1981). Price is
considered as the most important measurement of repurchase intentions (Parasuraman
Desires
Perceived Performance
Expectations
Desires Congruency
Expectations Disconfirmation
Overall Service quality
Overall Satisfaction
18
& Grewal, 2000). It has been proven the customers normally think whether they
received their value for money or not (Zeithaml, 1988). Therefore, customers usually
buy products on the basis of price rather than other attributes (Peter & Donnely,
2007).
Place defined as the ease of access which potential customer associates to a
service such as location and distribution (Hirankitti et al., 2009). A firm should pay
attention to place decisions, because of the importance of the service and consumption
occurring at the same time and at the same place; a place that provides all information
for customer, competition, promotion action, and marketing task. It should pay
attention to how it can deliver the service at the right time and at the right place, and
which channel should be used to deliver the service (Copley, 2004). The strategy of
place needs effective distribution of the firm’s service among the channels of
marketing (Berman, 1996).
Promotion is defined as sales promotion, advertising, personal selling, public
relations and direct marketing (Borden, 1984). Promotion is about a decision of how
best to the related product to the target market and to persuade consumer to buy it
(Lovelock, Patterson, & Walker, 1998). A communication program is important in
marketing strategies because it plays three important roles: providing needed
information and recommendation, persuading target customers to buy a specific
product, and encouraging target customers to take action at specific times and place
(Lovelock & Wright, 2002). Promotion activities can influence consumer’s way of
thinking, their emotions, their experience as well as their purchasing. Promotion is a
selling technique, in any marketing program; it should be involved with promotion.
The product advertisement can be delivered by individual sales people, T.V, radio,
internet, magazine, press, and all types of media.
Personnel refer to the service employees who produce and deliver the service. It
is a fact that many services involve personal interactions between customers and the
service employees, and they strongly influence the customer’s perception of service
quality (Hartline & Ferrell, 1996: Rust, Zahorik, & Keiningham, 1996). Personnel is
important to the delivery of service to customers. If there is no support from the
personnel, a customer-orientation is not possible to get achievement (Judd, 2001). The
personnel interaction is important, because it influences customer perception. In other
words, the actions of all the personnel normally influence an organization’s success,
19
and more communication, training, skills, learning, and advice offered to personnel,
they will achieve to display the optimum value of the product and the company.
Process is defined as the implementation of action and function that increases
value for service with a low cost and a high advantage to customer, and it is more
important for service than for goods. According to Hirankitti et al., (2009) the process
is clearly perceived by the customer and it forms the basis of customer satisfaction
with the purchase. Therefore, process management ensures the availability and
consistence of quality. The design and the implementation of product elements are
crucial to the creation and delivering of product.
Physical Evidence is defined as the environment in which the service and any
tangible goods are delivered. It is hold the great importance for the customer normally
judges the quality of the service provided through physical evidence (Rafiq & Ahmed,
1995). In addition, according to Bitner (1990) adds other visible surroundings which
can affect the impressions perceived by the customers about service quality. The
appearance of the service employees can greatly affect a customer’s satisfaction with
a service experience (Rust, Zahorik, & Keiningham, 1996). The environmental
adornment and design also significantly influence the customer’s expectations of the
service (Shostack, 1977).
The relationship between marketing mix and customer satisfaction
Marketing is a social and managerial process by which individuals and groups get
what they need and want through creating, offering and exchanging products or
services values with each other (Kotler, 2005). The marketing mix is marketing tools
that help marketer get what they need and want. The variables in marketing mix with
7ps-seven dimensions are product, price, place, promotion, personnel, physical
evidence, and process. These factors make the best combination deals with services
marketing. Particularly, the last 3Ps are used in service sector rather than goods.
Yelkur (2000) found that the elements in the services marketing mix influence and
positively effects customer satisfaction. It indicates service organizations that should
pay more attention to their employees same as to their customers, this would increase
both employee motivation as well as customer satisfaction. Therefore, the result of
our study supported the argument that there is a positive correlation between the
marketing mix and satisfaction. Also, Martin Cengiz and Yayla (2007) found that
20
marketing mix has a positive effect on satisfaction and loyalty, on word of mouth
communication from accounting offices in Turkey.
The model of the relationship between marketing mix and satisfaction proposed
by Lumpoopinijpong (2007) as shown below:
Source: Lumpoopinijpong (2007)
Figure 2.1.7Model of the Relationship between Marketing Mix and Satisfaction
2.2 Conceptual frameworks
As the literature reviewed, based on the theory of expectation disconfirmation and
the theory of planned behavior, about perceived value, service quality, marketing mix
and customer satisfaction relationship, and the customer satisfaction and behavioral
intention, the conceptual frameworks of this study are presented below:
Product
Physical Evidence
Process
Price
Place
Promotion
Personnel
Satisfaction
21
Figure 2.2Conceptual Frameworks
2.3Research hypothesis
According to Andreassen and Lindestad (1998), customer perceived value was
positively associated with customer satisfaction in the service industries. Patterson
and Spreng (1997) also confirmed that perceived value had a positive and direct
relationship with customer satisfaction. While it is contended that value has a direct
impact on how satisfied customers are with the service supplier (Anderson et al.,
1994) and that satisfaction depends on value (Ravald & GroÈnroos, 1996), little
attention has been paid to customer value in evaluating services (Lemmink et al.,
1998). Therefore the result of our study supported the argument that there is a positive
correlation between the marketing mix and passenger satisfaction. So from the above
mentioned model and previous research the hypotheses are developed as follow:
H1: Perceived value affects customer satisfaction.
From the previous research, Oliver (1993) first suggested that service quality
would be antecedence of customer satisfaction, up to now, there are already some
other researchers who have found the empirical support for the view point mentioned
above (Anderson & Sullivan, 1993; Anderson et al., 1994; Fornell et al., 1996; Spreng
& Mackoy,1996 ), and customer satisfaction is a consequence of service quality.
Service quality should also be enhanced by raising expectations and be positively
related to consumer satisfaction (Fornell et al., 1996).From the above mentioned
model and previous research the hypotheses are developed as follow:
Perceived value
Service quality
Customer satisfaction
(CS)
Behavioral intention
(BI)
Marketing mix
22
H2: Service quality affects customer satisfaction.
Yelkur (2000) found that the elements in the services marketing mix influence and
positively effects customer satisfaction. It indicates service organizations that should
pay more attention to their employees same as to their customers, this would increase
both employee motivation as well as customer satisfaction. Therefore, the result of
our study supported the argument that there is a positive correlation between the
marketing mix and satisfaction. Also, Martin Cengiz and Yayla (2007) found that
marketing mix has a positive effect on satisfaction and loyalty, on word of mouth
communication from accounting offices in Turkey. Therefore the result of previous
study supported the argument that service quality factors influences on customer
loyalty. So in this study the hypotheses are developed as follow:
H3: Marketing mix affects customer satisfaction.
Customer satisfaction has been regarded as a fundamental determinant of long-
term consumer behavior (Oliver, 1980). The relationship between customer
satisfaction and behavioral intentions has been identified (Bearden & Teel, 1983;
Oliver, 1980). It has been proposed that customers satisfaction of service value
influences purchase intentions and behavior intentions (Bolton & Drew, 1991), these
behavioral intentions may be either positive, for example customer retention, loyalty
intention, and word of mouth, or negative, for example, customer defection or
switching intention. Thus, in this study, from the above mentioned model and
previous research the hypotheses are developed as follow:
H4: Customer satisfaction affects behavioral intention.
CHAPTER 3
METHODOLOGY
This chapter is about the methodology of the study. It consists of following items:
3.1 Research Design
3.2 Sampling Design
3.3 Research Instrument
3.4 Data Collected
3.5 Data Analysis
3.6 Pretest of the Research Instrument
24
3.1 Research Design
The quantitative research method is used in this study by collecting primary data
from the customers who use mobile telecommunication in the Thailand, according to
the objective of the study.
In this study, Independent variables are perceived value, service quality and
marketing mix; Dependent variables are customer satisfaction and behavioral
intention.
3.2 Sampling Design
The samples are selected by random sampling from customers who use the mobile
telecommunication service in the Thailand.
According the total number of the mobile subscribers in Thailand is 67,898,895
(Srinuan, Srinuan, & Bohlin, 2011), the number of samples are calculating from
number of population by using the formula of Yamane (1973):
n =
When e = Deviation of random sampling
N = Number of population
n = Sampling size
Set sampling deviation to 0.05 therefore:
n = 67,898,895/ [1 + 67,898,895(0.05)²]
= 399.997
n = 399.996 rounded up to 400
Consequently, the sample size comes to 400 respondents
3.3 Research instrument
In this study, the research instrument to collect data is the questionnaires. It
composes of two parts:
Part 1 General background information sampling consisted of question about
gender, age, nationality, education background, occupation, income and the use
25
mobile telecommunications service information.
Part 2 constructs and questions included in the questionnaire
Table 3.3 Questionnaire Construction
Item Measurement Reference
PV1 I am getting good mobile telecommunication services for a reasonable price.
Adapted from Tung (2004)
PV2 Using the mobile telecommunication services provided by this telecom company is worth for me to sacrifice some time and efforts in purchasing.
Adapted from Kuo (2009)
PV3 Compared with other telecom companies, it is wise to choose this telecom company.
Kuo (2009)
SQ1 Tangible A service provider has up-to-date equipment.
Johnson and Sirikit (2002)
A service provider’s physical facilities are visually appealing.
Johnson and Sirikit (2002)
Service staffs are well dressed and appear neat. Adapted from Johnson and Sirikit (2002)
SQ2 Reliability When service providers promise to do something by a certain time, theydoes so.
Johnson and Sirikit (2002)
When I have problems about service, a service provider can solve problems correctly.
Adapted from Johnson and Sirikit (2002)
A service provider keeps its records accurately. Johnson and Sirikit (2002)
SQ3 Responsiveness I receive quickly service from customer service staffs.
Adapted from Johnson and Sirikit (2002)
Customer service staffs are always willing to help customers.
Adapted from Johnson and Sirikit (2002)
Customer service staffs always help customers immediately.
Adapted from Johnson, Sirikit, (2002)
SQ4 Assurance I can trust customer service staffs.
Johnson and Sirikit (2002)
I feel safe in your transactions with customer service staffs.
Johnson and Sirikit (2002)
Customer service staffs do their job well. Adapted from Johnson and Sirikit (2002)
26
SQ5 Empathy A service provider pays attention in delivering services.
Adapted from Johnson and Sirikit (2002)
Customer service staffs know what I need. Adapted from Johnson and Sirikit (2002)
A service provider explains information to me clearly. Adapted from Johnson and Sirikit (2002)
MM1 Product The signal of mobile telecommunication service is always good.
Adapted from Vanasakul, et al(2008)
This telecommunication service company has a variety of products.
Adapted from Vanasakul, et al(2008)
Mobile internet is high speed. Adapted from Vanasakul, et al(2008)
MM2 Price Price offering by this company is reasonable.
Adapted from Lumpoopinijpong (2007)
Clearly inform about calling rate and price charge. Adapted from Vanasakul, et al(2008)
There are many approaches to inform about invoice bill (e.g. SMS, monthly post mail).
Adapted from Vanasakul, et al(2008)
MM3 Place There are many stores to serve customers.
Adapted from Vanasakul, et al(2008)
The location of store is close to your home or work place.
Adapted from Vanasakul, et al(2008)
Customers can pay for service from E-commerce. Adapted from Vanasakul, et al(2008)
MM4 Promotion Advertisement persuades me to purchase this service.
Adapted from Vanasakul, et al(2008)
Sale promotion is attractive me to purchase this service. Adapted from Vanasakul, et al(2008)
There are many advertisements on the media (e.g. TV, Radio, Newspapers, Bill board Magazine).
Adapted from Vanasakul, et al(2008)
MM5 Personnel Employees specialize in their task.
Adapted from Vanasakul, et al(2008)
27
Employees take care of customers well. Adapted from Vanasakul, et al(2008)
Employees are courteous. Vanasakul, et al(2008)
MM6 Process Providing service can be finishedin short time.
Adapted from Vanasakul, et al(2008)
It is convenient while using service.
Adapted from Vanasakul, et al(2008)
The company provided after- purchase service well. Adapted from Vanasakul, et al(2008)
MM7 Physical evidence Store image is representative as high technology.
Adapted from Vanasakul, et al(2008)
Store layout and decoration are good performed. Adapted from Vanasakul, et al(2008)
The environment in store is good. Adapted from Vanasakul, et al(2008)
CS1 I am satisfied with the mobile telecommunication services from this telecom company.
Adapted from Kuo (2009)
CS2 This telecom company has affectively provided mobile telecommunication services.
Adapted from Kuo (2009)
CS3 This mobile telecommunication service is better than expected.
Adapted from Kuo (2009)
BI1 I will continue to use the mobile telecommunication services provided by this telecom company.
Adapted from Kuo (2009)
BI2 I will recommend my friends to use the mobile telecommunication service provided by this telecom company.
Adapted from Kuo (2009)
BI3 I will not switch into using service from the others telecom company.
Researcher
3.4Data Collection
Data for this research is collected through questionnaires in Thai language from
February 19, 2013 to March 9, 2013. The 400 questionnaires are collected from
people who are age over 17 years old at the rest area around the entrances of Central
Ladprao department store, Bangkok. The Central Ladprao department store is
selected, because it has a wide range of customers. This convenient sampling is the
basic random sampling method.
28
3.5Data Analysis
Five point Likert scale being one of the most reliable measurement scales and
very popular in Thailand, this scale is applied to present in this study. Interval with
five point scale is calculated using the following formula:
(5-1)/5=0.80
Based on the above calculation, the scores fall between the ranges of:
4.21-5.00 are considered as strongly agree
3.41-4.20 are considered as agree
2.61- 3.40 are considered as neutral
1.81- 2.60 are considered as disagree
1.00-1.80 are considered as strongly disagree
In the data analysis part of this study, the personal data is collected and analyzed with
descriptive statistic. The reliability test is conducted to evaluate the items of each
variable. Multiple regressions are used to examine the postulated hypothesis.
3.6 Pretest of the Research Instrument
30 questionnaires were collected from Central Ladprao department store in
Bangkok used as the pilot research instrument. All of respondents can complete the
questionnaire within 10 minutes, and the result of Cronbach’s Alpha test for 30
questionnaires sampling is shown as below:
Table 3.6 Reliability Statistics
29
Items Cronbach’s Alpha Perceived value 0.738 Service quality Tangible 0.709 Reliability 0.720 Responsiveness 0.794 Assurance 0.834 Empathy 0.747 Marketing mix Product 0.836 Price 0.749 Place 0.839 Promotion 0.926 Personnel 0.766 Process 0.816 Physical Evidence 0.872 Customer satisfaction 0.775 Behavioral intention 0.841
All the variables get the standardized definition higher than 0.700.
CHAPTER 4
DATA ANALYSIS AND RESULTS
In this chapter, it presents the results of the primary research data analysis
obtained from questionnaires which designed based the conceptual framework, and
tests the hypotheses of the study. The questionnaire survey is presented and discussed
for proving the research objective. The researcher used the descriptive statistics to
explain the demographic characteristics by presenting the frequency and the
percentage. Therefore, inferential statistics are used to analyze the dependent variable
by using multiple regressions. 400 questionnaires have been used for collecting the
data to cover the objective of the study. The result from the respondents has consists
in 7 parts as following:
4.1 Customer demographic
4.2 Descriptive analysis
4.3 Relationship between perceived value and customer satisfaction
4.4 Relationship between service quality and customer satisfaction
4.5 Relationship between marketing mix and customer satisfaction
4.6 Relationship between customer satisfaction and behavioral intentions
4.7 Summary of Hypothesis testing
31
4.1 Customer demographic
The data are presented in term of number and percentage of respondents below.
Table 4.1.1 Numbers and Percentage of Respondents by Characteristics
n=400
Item Characteristic detail No. of respondents Percentage 1 Gender
-Male 193 48.25 -Female 207 51.75 Total 400 100.0 2 Age -less than or equal to 20 years old 86 21.5 -from 21 years old to 30 years old 190 47.5 -from 31 years old to 40 years old 70 17.5 -from 41 years old to 50 years old 30 7.5 -more than 50 years old 24 6.0 Total 400 100.0 3 Education -secondary school 4 1.0 -high school 34 8.5 -technical college 31 7.8 -bachelor degree 268 67.0 -master degree and higher 63 15.8 Total 400 100.0 4 Occupation -student 163 40.8 -self-employment/business 34 8.5 -private employee 112 28.0 -public employee 60 15.0 -other professions 31 7.8 Total 400 100.0 5 Income -less than 10,000 Baht 113 28.3 -from 10,000 Baht to 20,000 Baht 146 36.5 -from 20,001 Baht to 30,000 Baht 59 14.8 -from 30,001 Baht to 40,000 Baht 35 8.8 -from 40,001 Baht to 50,000 Baht 21 5.3 -more than 50,000 Baht 26 6.5 Total 400 100.0
32
Table 4.1.2Numbers and Percentage of Respondents’ Information and Distribution
n=400
1 Brand No. of respondents Percentage -AIS 182 45.5 -DTAC 101 25.3 -TRUE 115 28.8 -other 2 .5 Total 400 100.0 2 Usage period -less than 1 year 29 7.3 -from 1 year to 2 years 62 15.5 -from 2 years to 3 years 39 9.8 -from 3 years to 4 years 36 9.0 -from 4 years to 5 years 42 10.5 -more than 5 years 192 48.0 Total 400 100.0 3 Service type -prepaid 162 40.5 -post paid 129 32.3 -monthly package 109 27.2 Total 400 100.0 4 Service -domestic call 215 53.8 -domestic and international call 2 .5 -domestic and international call,
-and supplementary service 14 3.5
-domestic call and supplementary service
153 38.3
-international call 2 .5 -supplementary service 14 3.5 Total 400 100.0 5 Supplementary service -SMS 64 16.0 -SMS, download,
mobile internet service 10 2.5
-SMS and mobile internet service 43 10.75 -download
and mobile internet service 13 3.25
-mobile internet service 188 47.0 -Ring tone 10 2.5 -other 72 18.0 Total 400 100.0 6 Place of purchasing -convenience store 142 35.5 -operator shop 205 51.3 -dealer store 48 12 -other 5 1.3 Total 400 100.0
33
7 Expense per month -less than 300 Baht 53 13.3 -from 300 Baht to 500 Baht 132 33.0 -from 501 Baht to 10,00 Baht 136 34.0 -from 1,001 Baht to 1,500 Baht 51 12.8 -from 1,501 Baht to 2,000 Baht 13 3.3 -more than 2,000 Baht 15 3.8
Total 400 100.0
From Table 4.1.1 and Table 4.1.2,12 main items considered in the statistic, are
gender, age, education, occupation, income, brand, period, payment, service,
supplementary service, where to buy and cost.
The gender includes male and female. 193 respondents are male and it is equal to
48.25%, and 207 respondents are female, it is equal to 51.75%. The proportion of
each group is almost balance.
For the age item, it has 5 groups, the majority of age respondents are between 21-
30 years old which is 47.5%, the second age group of respondents are less than 20
years that old is 21.5%, the third age group of respondents are 31-40 years old which
is 17.5%, the fourth age group of respondents are 41-50 years old which is 7.5%, and
the smallest group age are over 50 years old and there are 24 respondents which is
only 6%.
For the education item, the majority of the education level of respondents is
bachelor degree which has 268 respondents with 67%; the second group is the master
degree and higher and has 63 respondents with 15.8%, the third group is the high and
school has 34 respondents with 8.5%, the fourth group is technical college and has 31
respondents with 7.8%, and the fifth group is the secondary school and has 4
respondents with 1%.
For the occupation item, there are 5 kinds of different occupations, such as
student, self-employment or business, private employee, public employee, and the last
one is other. Most occupation of respondents are students with 40.8%; 28.0% is from
theprivate employee and the public employee group which has 60 respondents is
equal to 15%; the self-employment or business are 34 respondents which is equal to
8.5%, and the last one is the people who are in other occupation, there are 31
respondents which is equal to 7.5%.
34
For the Income item, the majority of respondents is between 10,000-20,000Baht
with 36.5%, the second is less than or equal to 10,000Baht with 28.3%, the third is
between 20,001-30,000Baht with 14.8%, the fourth is between 30,001-40,000Baht
with 8.8%, the fifth is more than 50,000Baht with 6.5%, and the last one is between
40,001-50,000Baht.
For the brand item, the majority of respondents are using AIS brand which has
182 respondents with 45.5%, the second are using TRUE brand which has 115
respondents with 28.3%, the third are using DTAC brand which has 101 respondents
with 25.5%, and the last one which has only 2 respondents who use the other brand.
For the usage period item, it means that how long the respondents have been used
the selected brand. The majority of respondents are more than 5 years there are 192
respondents with 48%, the second are between 1-2 years there are 62 respondents
with 15.5%, the third are between 4-5 years there are 42 respondents with 10.5%, the
fourth are between 2-3 years there are 39 respondents with 9.8%, the fifth are between
3-4 years there are 36 respondents with 9.0%, and the last one is less than 1 year there
are 29 respondents with 7.3%.
For the service type item, the majority of respondents are prepaid there are 162
respondents with 40.5%, the second are post paid there are 129 respondents with
32.3%, and the last one is monthly package there are 109 respondents with 27.3%.
For the service item, the majority of respondents are only using domestic call
there are 215 respondents with 53.8%, the second are using domestic call and
supplementary service there are 153 respondents with 38.3%.
For the supplementary service item, the majority of respondents are only using
mobile internet service there are 188 respondents with 47.0%, the second are only
using SMS there are 64 respondents with 16%, the third are using SMS and mobile
internet service there are 43 respondents with 10.8%.
For the place of purchasing item, it means that where the respondents buy the
product. The majority of respondents are in operator shop there are 205 respondents
with 51.3%, the second are in convenient store (e.g. 7-11, family mart) there are 142
respondents with 35.5%, the third are in dealer store there are 48 respondents with
12.0%.
For the expense per month, it means that how much the respondents pay for the
35
product every month. The majority of respondents are between 501-10,000Baht there
are 136 respondents with 34%, the second are between 300-500Baht that are 132
respondents with 33%, the third are less than 500Baht there are 53 respondents with
13.3%, the fourth are between 1,001-1,500Baht there are 51 respondents with 12.8%,
the fifth are more than 2,000Baht there are 15 respondents with 3.8%, and the last one
is 1,501-2,000Baht there are 13 respondents with 3.3%.
4.2Descriptive analysis
The agreement level of respondents on the perceived value, service quality
(tangible, reliability, responsiveness, assurance, and empathy), marketing mix
(product, price, place, promotion, personnel, process, and physical evidence),
customer satisfaction, and behavioral intention are shown in the table 4.2.1 – 4.2.5.
Table 4.2.1Level of Agreement of Perceived Value
Mean Standard deviation
Level of agreement
Perceived value 3.4233 0.68902 Agree
The mean of the perceived value is 3.4233 and the standard deviation is 0.68902,
which is considered as agree level.
Table 4.2.2Level of Agreement of Service Quality
Mean Standard deviation Level of agreement Tangible 3.7183 0.60638 Agree Reliability 3.6492 0.70006 Agree Responsiveness 3.5942 0.76473 Agree Assurance 3.6683 0.68602 Agree Empathy 3.6333 0.71776 Agree
In service quality, the mean of the tangible is 3.7183 and the standard deviation is
0.60638, which is considered as agree level. The mean of the reliability is 3.6492 and
the standard deviation is 0.70006, which is considered as agree level. The mean of the
36
responsiveness is 3.5942 and the standard deviation is 0.76473, which is considered
as agree level. The mean of the assurance is 3.6683 and the standard deviation is
0.68602, which is considered as agree level. The mean of the empathy is 3.6333 and
the standard deviation is 0.75763, which is considered as agree level.
Table 4.2.3Level of Agreement of Marketing Mix
Mean Standard deviation Level of agreement Product 3.4567 0.75763 Agree Price 3.6175 0.69655 Agree Place 3.8950 0.76295 Agree Promotion 3.7042 0.75996 Agree Personnel 3.6833 0.67641 Agree Process 3.6000 0.71231 Agree Physical Evidence 3.7483 0.70878 Agree
In marketing mix, the mean of the product is 3.6175 and the standard deviation is
0.75763, which is considered as agree level. The mean of the price is 3.6175 and the
standard deviation is 0.69655, which is considered as agree level. The mean of the
place is 3.8950 and the standard deviation is 0.76295, which is considered as agree
level. The mean of the promotion is 3.7042 and the standard deviation is 0.75996,
which is considered as agree level. The mean of the personnel is 3.6833 and the
standard deviation is 0.67641, which is considered as agree level. The mean of the
process is 3.6000 and the standard deviation is 0.71231, which is considered as agree
level. The mean of the physical evidence is 3.7483 and the standard deviation is
0.70878, which is considered as agree level.
Table 4.2.4Level of Agreement of Customer Satisfaction
Mean Standard deviation Level of agreementCustomer Satisfaction 3.6167 0.72567 Agree
The mean of the customer satisfaction is 3.6167 and the standard deviation is
0.72567, which is considered as agree level.
37
Table 4.2.5Level of Agreement of Behavioral Intention
Mean Standard deviation Level of agreement Behavioral Intention 3.5675 0.81609 Agree
The mean of the behavioral intention is 3.5675 and the standard deviation is
0.81609, which is considered as agree level.
4.3 Relationshipbetween perceived value and customer satisfaction
Hypothesis 1:
The relationship between perceived value and customer satisfaction.
H1: Perceived value affects customer satisfaction.
As illustrated in Table 4.3.1, the multiple regression analysis identifies that perceived
value affects customer satisfaction, and with a positive direction. Specifically,
perceived value (t=11.715, p<0.01) contributes to the customer satisfaction.
Moreover, relationship found is positive, implying that the more positive perceived
value, the greater customer satisfaction in using telecommunication service.
Therefore, H1 is supported, in that perceived value is related to customer satisfaction.
Table 4.3.1 Regression of Perceived Value towards Customer Satisfaction
Model Unstandardized Coefficients
Standardized Coefficients
t Sig.
B Std. Error Beta 1 (Constant) perceived value
1.791 .533
.159
.046
.506 11.267 11.715
.000
.000
а. Dependent Variable: customer satisfaction
Significant level = 0.05
The explanatory power of the model, as reported by R Square value, is 0.256 (see
Table 4.3.2), it documented that variable (perceived value) is able to explain about
one-four of the variation in customer satisfaction.
38
Table 4.3.2 Summary of Model Regression of Perceived Value towards Customer
Satisfaction
Model R R Square
Adjusted R Square
Std. Error of the Estimate
F Sig.
1 .506ª .256 .255 .62654 137.245 .000ª
а. Predictors: (Constant), perceived value
b. Dependent Variable: customer satisfaction
Significant level = 0.05
Regarding to the regression analysis from table 4.3.2, the relationship between
perceived value and customer satisfaction, considered with R Square is 0.256. It
means that the independent variable (perceived value) can explain about one-four of
the variation of the dependent variable (customer satisfaction). Considered with
Adjusted R Square value, it shows the value at 0.255. According to the F-test was
137.245, considering the result of significant level is 0.000 which is below level of
significant or the alpha level ( α =0.05 ) for the hypothesis test. It means that
perceived value has influence on customer satisfaction.
4.4 Relationship between service quality and customer satisfaction
Hypothesis 2:
The relationship between service quality and customer satisfaction.
H2: Service quality affects customer satisfaction.
As illustrated in Table 4.4.1, multiple regression analysis identifies only three of five
dimensions of service quality influencing customer satisfaction, and with a positive
direction. Specifically, tangible (t=3.582, p<0.01), reliability (t=3.171, p<0.05),
assurance (t=6.485, p<0.01), contributes to the customers’ satisfactions. Moreover,
relationships found are all positive, implying that the more positive service quality in
which tangible reliability and assurance, the greater customer satisfation in using
telecommunication service. However, the responsiveness and empathy does not affect
the customer satisfaction at a statistically significant level. Therefore, H2 is
39
moderately supported, in that three out of five dimensions of service quality are
related to customer satisfaction.
Table 4.4.1Regression of Service Quality towards Customer Satisfaction
Model Unstandardized Coefficients
Standardized Coefficients
t Sig.
B Std. Error Beta 1 (Constant) Tangible Reliability Responsiveness Assurance Empathy
.431
.212
.181
.024
.395
.055
.178
.059
.057
.054
.061
.056
.177 .174 .026 .374 .055
2.416 3.582 3.171 .450 6.485 .996
.016
.000
.002
.653
.000
.320
а. Dependent Variable: customer satisfaction
Significant level = 0.05
The explanatory power of the model, as reported by R Square value, is 0.476 (see
Table 4.4.2), it documented that the five dimensions variables (tangible, reliability,
responsiveness, assurance, and empathy) are able to explain about one-two of the
variation in customer satisfaction.
The variance that can predict the constant is service quality. Thus, the reasonable
multiple regression equation for customer satisfaction is:
Customer satisfaction = 0.431 + 0.212(Tangible) + 0.181(Reliability) +
0.024(Responsiveness) + 0.395 (Assurance) + 0.055(Empathy)
Table 4.4.2Summary of Model Regression of Service Quality towards Customer
Satisfaction
Model R R Square
Adjusted R Square
Std. Error of the Estimate
F Sig.
1 .690ª .476 .470 .52837 71.721 .000ª
а. Predictors: (Constant), service quality (Tangible, Reliability, Responsiveness,
Assurance, and Empathy)
40
b. Dependent Variable: customer satisfaction
Significant level = 0.05
Regarding to the regression analysis from table 4.4.2, the relationship between
service quality and customer satisfaction considered with R Square is 0.476. It means
that the independent variable (service quality) can explain about one-two of the
variation of the dependent variable (customer satisfaction). Considered with Adjusted
R Square value, it shows the value at 0.470. According to the F-test was 71.721,
considering the result of significant level is 0.000 which is below level of significant
or the alpha level (α =0.05) for the hypothesis test. It means that service quality has
the influence on customer satisfaction.
4.5 Relationship between marketing mix and customer satisfaction
Hypothesis 3:
The relationship between marketing mix and customer satisfaction.
H3: Marketing mix affects customer satisfaction.
As illustrated in Table 4.5.1, multiple regression analysis identifies the marketing mix
affects customer satisfaction, and with a positive direction. Specifically, product
(t=7.685, p<0.01), process (t=4.833, p<0.01), physical evidence (t=0.5272, p<0.01),
contribute to the customer satisfaction. Moreover, the relationships found are all
positive, implying that the greater in qualities of product process and physical
evidence are, the more customers are satisfied in telecommunication service.
However, the price, place, promotion, and personnel do not affect the customer
satisfaction at a statistically significant level at 95%. Therefore, H3 is moderately
supported, in that three out of seven Ps of marketing mix are related to customer
satisfaction.
41
Table 4.5.1Regression of Marketing Mix towards Customer Satisfaction
Model Unstandardized Coefficients
Standardized Coefficients
t Sig.
B Std. Error Beta 1 (Constant) Product Price Place Promotion Personnel Process Physical evidence
.147
.300
.079 -.003 .033 .063 .253 .240
.163
.039
.045
.043
.043
.057
.052
.450
.313 .75
-.003 .34 .058 .248 .234
.903 7.685 1.761 -.068 .768 1.098 4.833 .5272
.367
.000
.079
.946
.443
.273
.000
.000
а. Dependent Variable: customer satisfaction
Significant level = 0.05
The explanatory power of the model, as reported by R Square value, is 0.574 (see
Table 4.5.2), it documented that the seven Ps variables (product, price, place,
promotion, personnel, process, and physical evidence) are able to explain about three-
five of the variation in customer satisfaction.
The variance that can predict the constant is marketing mix. Thus, the reasonable
multiple regression equation for customer satisfaction is:
Customer satisfaction = 0.147 + 0.300 (Product) + 0.079 (Price) - 0.003 (Place) +
0.033 (Promotion) + 0.063 (Personnel) + 0.253 (Process) + 0.240 (Physical evidence)
Table 4.5.2Summary of Model Regression of Marketing Mix towards Customer
Satisfaction
Model R R Square
Adjusted R Square
Std. Error of the Estimate
F Sig.
1 .758ª .574 .567 .47762 75.581 .000ª
а. Predictors: (Constant), marketing mix (Product, Price, Place, Promotion, Personnel,
Process, and Physical evidence)
b. Dependent Variable: customer satisfaction
42
Significant level = 0.05
Regarding to the regression analysis from table 4.5.2, the relationship between
marketing mix and customer satisfaction considered with R Square is 0.574. It means
that the independent variable (marketing mix) can explain about three-five of the
variation of the dependent variable (customer satisfaction). Considered with Adjusted
R Square value, it shows the value at 0.567. According to the F-test was 75.581,
considering the result of significant level is 0.000 which is below level of significant
or the alpha level (α =0.05) for the hypothesis test. The null hypothesis (H3) of
marketing mix was rejected. It means that marketing mix has influence on customer
satisfaction.
4.6 Relationship between customer satisfaction and behavioral intention
Hypothesis 4:
The relationship between customer satisfaction and behavioral intention.
H4: Customer satisfaction affects behavioral intention.
As illustrated in Table 4.6.1, multiple regression analysis identified customer
satisfaction (t=21.125, p<0.01) influencing behavioral intention, and with a positive
direction. It implies that the more positive customer satisfaction, the greater in the
behavioral intention. Therefore, H4 is supported, in that customer satisfaction is
related to behavioral intention.
Table 4.6.1Regression of Customer Satisfaction towards Behavioral Intention
Model Unstandardized Coefficients
Standardized Coefficients
t Sig.
B Std. Error Beta 1 (Constant) customer satisfaction
.610
.818 .143 .039
.727
4.276 21.125
.000
.000
а. Dependent Variable: behavioral intention
Significant level = 0.05
The explanatory power of the model, as reported by R Square value, is 0.529 (see
Table 4.6.2), it documented that variable (customer satisfaction) is able to explain
about one-two of the variation in behavioral intention.
43
Table 4.6.2Summary of Model Regression of Customer Satisfaction towards
Behavioral Intention
Model R R Square
Adjusted R Square
Std. Error of the Estimate
F Sig.
1 .727ª .529 .527 .56102 446.286 .000ª
а. Predictors: (Constant), customer satisfaction
b. Dependent Variable: behavioral intention
Significant level = 0.05
Regarding to the regression analysis from table 4.6.2, the relationship between
customer satisfaction and behavioral intention, considered with R Square is 0.529. It
means that the independent variable (customer satisfaction) can explain about one-two
of the variation of the dependent variable (behavioral intention). Considered with
Adjusted R Square value, it shows the value at 0.527. According to the F-test was
446.286, considering the result of significant level is 0.000 which is below level of
significant or the alpha level (α =0.05) for the hypothesis test. It means that customer
satisfaction has influence on behavioral intention.
4.7 Summary of Hypothesis Testing
In this section, it is the summary show that the result of hypothesis testing is
analyzed on perceived value, service quality (tangible, reliability, responsiveness,
assurance, and empathy), marketing mix (product, price, place, promotion, personnel,
process, and physical evidence), customer satisfaction, behavioral intention.
Table 4.7Summary for All Hypotheses
Item Description Result 1 H1: Perceived value affects customer satisfaction. Accepted 2 H2: Service quality affects customer satisfaction. Partially
supported 3 H3: Marketing mix affects customer satisfaction. Partially
supported 4 H4:Customer satisfaction affects behavioral intention Accepted
CHAPTER 5
CONCLUSION, DISCUSSION, AND RECOMMENDATION
The conclusion is based on the research objectives of this study, using the theory
of expectation disconfirmation to research the factors affecting customer satisfaction
and behavioral intentions in using mobile telecommunications service in Bangkok,
Thailand. This chapter includes 5 sections:
5.1 Conclusion
5.2 Discussion
5.3 Recommendations
5.4 Limitation of the Study
5.5 Future Research
45
5.1 Conclusion
This part will summarize all the results which declared in the previous chapter and
explain the results based on the objectives of research.
The conclusion from the overall study is explained based on the research
objectives as follows:
Objective 1:
To explore which factor affecting customer satisfaction in using mobile
telecommunication service.
The perceived value, service quality in tangible, reliability, and assurance, as well
as some marketing mix (product, process, and physical evidence) significantly affect
the customer satisfaction.
Objective 2:
To investigate the relationship between customer satisfaction and behavioral
intention in mobile telecommunication service.
Customer satisfaction has a significant effect to behavioral intention.
From the result in the previous chapter, each factor can be best explained the
important level affecting on the customer satisfaction in using mobile
telecommunication. They are perceived value, service quality, and marketing mix. In
order to find out these research questions, the questionnaires were sent to customers
that located in Central Ladprao Department store, Bangkok, Thailand. A total number
of 440 questionnaires were distributed but only 400 qualified questionnaires could be
analyzed. It can be summarized as below:
Perceived value
From the research, it is found that the results of data analysis on level of
agreement, perceived value (Mean=3.4233, SD=0.68902) was shown at the agree
level.
Service quality
The service quality is consisting of five dimensions, which are tangible, reliability,
responsiveness, assurance, and empathy. The results of data analysis on level of
agreement shows the total of five dimensions of service quality, which are tangible
46
(Mean=3.7183, SD=0.60638) was shown at the agree level, reliability (Mean=3.6492,
SD=0.70006) was shown at the agree level, responsiveness (Mean=3.5942,
SD=0.76473) was shown at the agree level, assurance (Mean=3.6683, SD=0.68602)
was shown at the agree level, and empathy (Mean=3.6333, SD=0.71776) was shown
at the agree level, too.
Marketing mix
The marketing mix is consisted of seven dimensions which are product, price,
place, promotion, personnel, process, and physical evidence. The results of data
analysis on level of agreement shows the total of seven dimensions of marketing mix,
which are product (Mean=3.4567, SD=0.75763) was shown at the agree level, price
(Mean=3.6175, SD=0.69655) was shown at the agree level, place (Mean=3.8950,
SD=0.76295) was shown at the agree level, promotion (Mean=3.7042, SD=0.75996)
was shown at the agree level, personnel (Mean=3.6833, SD=0.67641) was shown at
the agree level, process (Mean=3.6000, SD=0.71231) was shown at the agree level,
and physical evidence (Mean=3.7483, SD=0.70878) was shown at the agree level,
too.
Customer satisfaction
From the research, it is found the results of data analysis on level of agreement,
customer satisfaction (Mean=3.6167, SD=0.72567) was shown at the agree level.
Behavioral intention
From the research, it is found the results of data analysis on level of agreement,
behavioral intention (Mean=3.5675, SD=0.81609) was shown at the agree level.
The relationship between perceived value and customer satisfaction
(Hypotheses 1)
The hypotheses aim to identify the affecting of perceived value to customer
satisfaction using mobile telecommunications service in Bangkok, Thailand. There are
different factors which affect customer satisfaction. So, researcher chooses the
perceived value which will or will not affect customer satisfaction. According the
result of the hypotheses test shows the relationship between perceived value and
customer satisfaction.
The hypothesis of perceived value test shows that variable has influence on
47
customer satisfaction. If a product outperforms expectations (positive
disconfirmation) post-purchase satisfaction will be resulted (Oliver, 1980; Spreng et
al. 1996). Thus, when the customers use the mobile telecommunications service, and
get more perceived value, they will get more satisfaction.
The relationship between service quality and customer satisfaction
(Hypotheses 2)
The hypotheses aim to identify the affecting of service quality (tangible,
reliability, responsiveness, assurance, and empathy) on the customer satisfaction of
customer using mobile telecommunication in Bangkok, Thailand. There are different
factors which affect customer satisfaction. So the service quality was chosen whether
it will or will not affect customer satisfaction. According the result of the hypotheses
test shows that there is the relationship between service quality and customer
satisfaction.
The hypothesis of service quality test shows that this variable has the influence on
customer satisfaction. If a product outperforms expectations (positive
disconfirmation) post-purchase satisfaction will be resulted (Oliver, 1980; Spreng et
al. 1996). Thus, when customers use the mobile telecommunications service, and get
better service quality, they will get more satisfaction.
The relationship between marketing mix and customer satisfaction
(Hypotheses 3)
The hypotheses aim to identify on marketing mix (product, price, place,
promotion, personnel, process, and physical evidence) on the customer satisfaction of
customer using mobile telecommunication in Bangkok, Thailand. There are different
factors that affect customer satisfaction. So the marketing mix was chosen whether it
will or will not affect customer satisfaction. According to the result of hypotheses test
shows the relationship between marketing mix and customer satisfaction.
The hypothesis of marketing mix test shows this variable has influence on
customer satisfaction. If a product outperforms expectations (positive
disconfirmation) post-purchase satisfaction will be resulted (Oliver, 1980; Spreng et
al. 1996). Thus, when customers are using the mobile telecommunication service, the
product, process, and physical evidence would affect the customer satisfaction.
48
The relationship between customer satisfaction and behavioral intention
(Hypotheses 4)
The hypotheses aim to identify on the relationship between customer satisfaction
and behavioral intention of customer using mobile telecommunication in Bangkok,
Thailand. There are different factors that affect behavioral intention. So the customer
satisfaction was chosen whether it will or will not affect behavioral intention.
According the result of the hypotheses test shows the relationship between customer
satisfaction and behavioral intention.
The hypothesis of customer satisfaction test shows this variable has influence on
behavioral intention. Customer satisfaction has been regarded as a fundamental
determinant of long-term consumer behavior (Oliver, 1980). It has been proposed that
customers' assessments of service value influence on purchase intentions and behavior
intentions (Bolton & Drew, 1991), these behavioral intentions may be either positive,
for example customer retention, loyalty intention, and word of mouth, or negative,
customer defection or switching intention. Thus, when customers use the mobile
telecommunication service; they are satisfied with the mobile telecommunication
service; they will continue to use the mobile telecommunication services provided by
this telecom company. Moreover, they will recommend their relatives and friends to
use the mobile telecommunication service provided by this telecom company. If
customers are not satisfied with the mobile telecommunication service, they will
switch to the other telecom company.
5.2 Discussion
This part will discuss the result from the hypothesis test with the literature review
or theory for more understanding in the recent situation in using telecommunications
service in Bangkok, Thailand.
According to the objectives of this study the factors affecting customer
satisfaction and behavioral intentions in using mobile telecommunication service in
Bangkok, Thailand, the importance and the conclusion from overall study are
discussed as follows:
49
1. There is a significant relationship between the perceived value and customer
satisfaction. Furthermore, the value B of perceived value is 0.533, it means when
perceived value is increased by 1 unit, the customer satisfaction will be increased by
0.533 units.
2. There is a significant relationship between the service quality and customer
satisfaction. But the service quality consisting of five dimensions, different
dimension has the different effect to customer satisfaction. The tangible
(β=0.177), reliability (β=0.174), and assurance (β=0.374) have the relationship
with customer satisfaction, the assurance (β =0.374) is higher than the others, that
means the assurance has more impact than the others on customer satisfaction.
The significant value of responsiveness and empathy are more than alpha level (α
=0.05). Therefore, they have no relationship with customer satisfaction.
3. There is a significant relationship between the marketing mix and customer
satisfaction. But the marketing mix consisting of seven factors, different factor
has different effect to customer satisfaction. The product (β=0.313), process
(β=0.248), and physical evidence (β=0.234) have relationship with customer
satisfaction, the product (β=0.313) is higher than others, that means the product
has more impact than the others on customer satisfaction. The significant value of
price, place, promotion and personnel are more than alpha level (α =0.05). From
Table 4.2: Numbers and Percentage of Respondents’ information and distribution,
the domestic call service is 53.8%, the mobile internet service is 47.0%, the
convenience store is 35.5%, and the operator shop is 51.3%. All these information
indicated that the price, place, promotion and personnel of telecom companies are
different unobvious for customers. Therefore, they have no relationship with
customer satisfaction.
4. The research found that it has the effect of customer satisfaction to
behavioral intention. From the chapter 4, it shows that there is a significant
relationship between the customer satisfaction and behavioral intention.
Furthermore, the value B of customer satisfaction is 0.818, it means when
customer satisfaction is increased by 1 unit, the behavioral intention will be
increased by 0.818 units.
50
5.3 Recommendations
In this part, the researcher will inform the recommendation from this study to the
mobile telecommunications company or the Ministry of Information and
Communication Technology in Thailand.
In this thesis, it is concerned about factors affecting customer satisfaction and
behavioral intentions in using mobile telecommunication service in Bangkok,
Thailand.
The ultimately target of telecom company is to improve the company performance
and increase its market share. However, after Thai mobile telecommunication is in 3G
era, the telecom companies have to confront with the new competitive situation, and
different 3G mobile telecommunication services are provided to customers. For
telecom companies, this research can be used to find out what factors influence on
customer satisfaction and on for marketing strategy planning.
In this research, it also found that perceived value, service quality, and marketing
mix all affect the customer satisfaction and behavioral intention in using mobile
telecommunication service in Bangkok, Thailand in this research.
Based on the findings of this study perceived value, telecom company should
focus on how to make customer get a good mobile telecommunication service with a
reasonable price, how to make customer sacrifice time and efforts in purchasing their
mobile telecommunication services, how to make customer feel worth choosing their
company compared with other telecom companies.
Based on the findings of this study service quality, telecom company should focus
on the tangible, reliability, and assurance of service quality, these three dimensions of
service quality have the significant relationship with customer satisfaction in using
mobile telecommunication service in Bangkok, Thailand.
Based on the findings of this study marketing mix, telecom company should focus
on the product, process, and physical evidence of marketing mix, these three factors
have the significant relationship with customer satisfaction in using mobile
telecommunication service in Bangkok, Thailand.
From this study, this research can be used by Ministry of Information and
Communication Technology in Thailand when they make a new policy. They should
51
know well about Thai mobile telecommunication service market, the Thai telecom
companies’ development trend, and Thai customers’ behavioral intention. This study
can help Thai Ministry of Information and Communication to find the correct policy
direction, to strengthen Thai mobile telecommunication service market management
and telecom company management.
5.4 Limitation of the Study
The study will explain about the limitation of this study which the researcher has
faced when doing the process to complete this study.
From the study of “The factors affecting customer satisfaction and behavioral
intentions in using mobile telecommunications service in Bangkok, Thailand” It
appeared that there are some limitations discovered in the following:
1. The research area, the data collection only focused on customers in Bangkok.
There is a limitation in the data collection; the questionnaires could not be distributed
to consumer in the other areas, such as the northeast and south. It would have the
impact on the accurate of study and cannot represent the actual attitude of the whole
Thai consumer.
2. The sampling groups come from various backgrounds, which may cause an
effect on the questionnaires. Some respondents understood the questionnaires and
some respondents needed more explanations. All of these may impact on the accuracy
of the answer given.
3. Answers from the questionnaires might be distorted, because the questionnaires
were distributed only at the Central Ladprao department store. Sometimes
respondents were very hurried, and answers were in answering not careful. Therefore,
their answers may be distorted their current satisfaction.
5.5 Future Research
This section will show the topics or the fields that are interesting and related with
this study and can use this study for reference.
1. This study only focuses on the customers in Bangkok and does not include the
52
customers in other provinces. Therefore, the next research for the person who is
interested in this issue can focus more on the other provinces, such as, Chiang Mai,
Chiang Rai, Khon Kaen, Nakhon Ratchasima, Nakhon Si Thammarat, Surat Thani,
Provinces of Thailand.
2. This study only focuses on Thai customer. Therefore, the next research for the
person who is interested in this issue can focus more on foreigners in Thailand. When
foreigners traval to Thailand some might stay a long time for work or study, or some
may stay for a short time for pleasure. They will make the international calls; so this
issue is worth focusing on.
3. This study only focuses on some main variables (perceived value and marketing
mix) relating to behavioral intention and customer satisfaction. There might be other
variables affecting customer satisfaction and behavioral intentions. Therefore, future
researcher may investigate more on variables relating to customer satisfaction and
behavioral intentions in using mobile telecommunications service for deeply
understanding.
53
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APPENDICES
65
APPENDICES 1: English research questionnaire
QUESTIONNAIRE
I would like to invite you to participate in the survey by filling out the questionnaire.
This questionnaire is a part of my master thesis at the University of the Thai Chamber
of Commerce, in the topic of “The factors influence customer satisfaction and
behavioral intentions in using mobile telecommunication service in Bangkok,
Thailand” I hope that you are willing to participate and thank you very much for your
time.
Part 1: personal basic information (instruction: please checking only one answer
for each question listed below)
1. Gender: ☐ Male ☐ Female
2. Age: ☐ ≤ 20 years old ☐ 21-30 years old ☐ 31-40 years old
☐ 41-50 years old ☐ > 50 years old
3. Education Qualification
☐ Secondary school ☐ High school ☐ Technical college
☐ Bachelor degree ☐ Master degree and higher
4. Occupation
☐ Student ☐ Self-employment/Business ☐ Private employee
☐ Public employee ☐ Other professions (Please specify)
5. Monthly income before taxation
☐ Less than 10,000 Baht ☐ 10,000-20,000 Baht ☐ 20,001-30,000 Baht
☐ 30,001-40,000 Baht ☐ 40,001-50,000 Baht ☐ More than 50,000 Baht
6. Which telecommunication service brand are you mostly using? (Only one answer is
applicable.)
☐ AIS ☐ DTAC ☐ True ☐ Other (Please specify)……..
66
7. How long have you used the service from this company?
☐ Less than 1year ☐ 1-2 years ☐ 2-3 years
☐ 3-4 years ☐ 4-5 years ☐ More than 5years
8. Which service are you using from this company?
☐ Prepaid ☐ Post paid ☐ Monthly payment
9. Which service do you mostly use from this company? (More than one answer is
applicable.)
☐ Domestic call ☐ International call ☐ Supplementary service
(e.g. SMS, MMS, download content, mobile internet, ring tone)
10. Which supplementary service do you use? (More than one answer is applicable.)
☐ SMS ☐ MMS ☐ Download content ☐ Mobile internet service
☐ Ring tone ☐ Other (Please specify)……..
11. Where do you purchase service from this company?
☐ Convenience store (e.g. 7-11, Family mart) ☐ Operator shop
☐ Dealer store ☐ Other (Please specify)……..
12. How much is your average expense per month in using service from this company?
☐ Less than 300 Baht ☐ 300-500 Baht ☐ 501-1000 Baht
☐ 1,001-1,500 Baht ☐ 1,501-2,000 Baht ☐ More than 2,000 Baht
Part 2 Please check the degree that best describe you’re agree or disagree with
the statements in the following, base on the mobile telecommunication service
that you are using.
Please tick ( ) one of the boxes that best fits your level of agreement with each
statement: 5=strongly agree; 4=agree; 3=neutral; 2=disagree;
1= strongly disagree
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Respondent’s perceived value on the mobile telecommunication
service.
Agreement Level
5 4 3 2 1
1 I am getting good mobile telecommunication services for a
reasonable price.
2 Using the mobile telecommunication services provided by this
telecom company is worth for me to sacrifice some time and
efforts in purchasing.
3 Compared with other telecom companies, it is wise to choose
this telecom company.
Respondent’s attitude on the mobile telecommunication service
quality.
Agreement Level
5 4 3 2 1
1 Tangible
A service provider has up-to-date equipment.
2 A service provider’s physical facilities are visually appealing.
3 Service staffs are well dressed and appear neat.
1 Reliability
When service providers promise to do something by a certain
time, they does so.
2 When I have problems about service, a service provider can
solve problems correctly.
3 A service provider keeps its records accurately.
1 Responsiveness
I receive quickly service from customer service staffs.
2 Customer service staffs are always willing to help customers.
3 Customer service staffs always help customers immediately.
1 Assurance
I can trust customer service staffs.
2 I feel safe in your transactions with customer service staffs.
3 Customer service staffs do their job well.
1 Empathy
A service provider pays attention in delivering services.
2 Customer service staffs know what I need.
3 A service provider explains information to me clearly.
Respondent’s Attitude toward the mobile telecommunication
service company’s marketing mix.
Agreement Level
5 4 3 2 1
1 Product
The signal of mobile telecommunication service is always
good.
2 This telecommunication service company has a variety of
products.
3 Mobile internet is high speed.
1 Price
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Price offering by this company is reasonable.
2 Clearly inform about calling rate and price charge.
3 There are many approaches to inform about invoice bill (e.g.
SMS, monthly post mail).
1 Place
There are many stores to serve customers.
2 The location of store is close to your home or work place.
3 Customers can pay for service from E-commerce.
1 Promotion
Advertisement persuades me to purchase this service.
2 Sale promotion is attractive me to purchase this service.
3 There are many advertisements on the media (e.g. TV, Radio,
Newspapers, Bill board Magazine).
1 Personnel
Employees specialize in their task.
2 Employees take care of customers well.
3 Employees are courteous.
1 Process
Providing service can be finished in short time.
2 It is convenient while using the service.
3 The company provided after- purchase service well.
1 Physical evidence
Store image is representative as high technology.
2 Store layout and decoration are good performed.
3 The environment in store is good.
Respondent’s satisfaction. Agreement Level
5 4 3 2 1
CS1 I am satisfied with using the mobile telecommunication
services from this company.
CS2 This telecom company has affectively provided mobile
telecommunication services.
CS3 This mobile telecommunication service is better than expected.
Respondent’s behavioral intention. Agreement Level
5 4 3 2 1
BI1 I will continue to use the mobile telecommunication services
provided by this telecom company.
BI2 I will recommend my friends to use the mobile
telecommunication service provided by this telecom company.
BI3 I will not switch into using service from the others telecom
company.
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APPENDICES 2: Thai research questionnaire
แบบสอบถาม
เรยน ผตอบแบบสอบถามทกทาน
ผวจยใครขอความกรณา จากทานการกรอกแบบสอบถามน ซงแบบสอบถามนเปนสวนหนงของวทยานพนธระดบปรญญาโท
เรอง “ปจจยทมผลตอความพงพอใจและความตงใจในการใชบรการการสอสารโทรศพทเคลอนท กรงเทพมหานคร, ประเทศไทย”
ซงผวจยก าลงศกษาอยทมหาวทยาลยหอการคาไทย โดยผวจยหวงเปนอยางยงวา จะไดรบความกรณาจากทาน และขอบคณมากๆท
ทานไดเสยสละเวลาอนมคาในการตอบแบบสอบถามน
โปรดท าเครองหมาย √ลงใน □หนาขอความทตรงกบความเปนจรง
สวนท 1 ค าถามทวไปเกยวกบผตอบแบบสอบถาม
1. เพศ: ☐ ชาย ☐ หญง
2. อาย: ☐ ≤ 02 ป ☐ 21-30 ป ☐ 31-40 ป ☐ 41–50 ป ☐ > 02 ป
3. ระดบการศกษาสงสด:
☐ ประถมศกษา ☐ มธยมศกษา ☐ อนปรญญา ☐ ปรญญาตร ☐ ปรญญาโทหรอสงกวาปรญญาโท
4. อาชพ
☐ นกศกษา ☐ กจการสวนตว/ธรกจ ☐ ลกจาง ☐ รบราชการ
☐ อาชพอน (โปรดระบ) ……..
5. รายไดกอนหกภาษเฉลยตอเดอน:
☐ ต ากวา 10,000 บาท ☐ 10,000-20,000 บาท ☐ 20,001-30,000 บาท
☐ 30,001-40,000 บาท ☐ 40,001-50,000 บาท ☐ มากกวา 50,000 บาท
6. ทานใชบรการระบบการสอสารของผใหบรการรายใด (ตอบไดไมเกน 1 ขอ)
☐ AIS ☐ TRUE ☐ DTAC ☐ อนๆ (โปรดระบ) ……..
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7. ทานใชบรการจากผใหบรการทเลอกในขอ 6 มาเปนเวลานานเทาไร
☐ ต ากวา 1 ป ☐ 1-0ป ☐ 0-3 ป ☐ 3-4 ป ☐ 4-5 ป ☐ 5 ปขนไป
8. บรการททานเลอกจากองคกรนนเปนประเภทใด
☐ แบบจายกอนใชบรการ ☐ แบบจายหลงใชบรการ ☐ แบบเหมาจาย
9. สวนใหญทานใชบรการใดจากองคกรนน (เลอกไดมากกวา 1 ค าตอบ)
☐ โทรในประเทศไทย ☐ โทรระหวางประเทศ ☐ บรการเสรม (เชน SMS MMS ดาวนโหลด อนเตอรเนท เสยงเรยกเขา)
10. สวนใหญทานใชบรการเสรมอะไร (สามารถตอบไดมากวา 1 ขอ)
☐ SMS ☐ MMS ☐ ดาวนโหลด ☐ อนเตอรเนท
☐ เสยงเรยกเขา ☐ อนๆ (โปรดระบ) _ _ _ _ _ _ _
11. ทานซอบรการระบบการสอสาร จากทใด (เลอกได 1 ค าตอบ)
☐ รานสะดวกซอ (เชน 7-11, Family Mart) ☐ ศนยบรการของผใหบรการ
☐ รานคาตวแทนจ าหนาย ☐ อนๆ (โปรดระบ) _ _ _ _ _ _ _
12.คาใชจายตอเดอนของการใชบรการของทาน
☐ ต ากวา 300 บาท ☐ 300-500 บาท ☐ 501-1,000 บาท
☐ 1,001-1,500 บาท ☐ 1,501-2,000 บาท ☐ 2,000 บาทขนไป
โปรดใสเครองหมาย (√) ลงในชอง ทเหมาะสมกบระดบความคดเหนของทานในแตละรายการขางลางนโดย 5=เหนดวยอยางยง 4=
เหนดวย 3=ปานกลาง 2=ไมเหนดวย 1=ไมเหนดวยอยางยง
สวนท 2
การรบรเกยวกบบรการระบบการสอสารโทรศพทเคลอนท 5 4 3 2 1
1 ฉนไดรบการบรการระบบการสอสารโทรศพทเคลอนทในราคาทเหมาะสม
2 บรการระบบการสอสารเคลอนททใชอย มความคมคากบการทไดซอมา
3 ระบบการสอสารนมคณภาพทด
ทศนคตเกยวกบคณภาพการใหบรการ 5 4 3 2 1
1 จบตองได
ผใหบรการระบบการสอสารทฉนใชอยมอปกรณททนตอยคสมย
71
2 ผใหบรการระบบการสอสารทฉนใชอยมสงอ านวยความสะดวกทนาดงดด
3 พนกงานผใหบรการแตงตวดและประณต
1
ความเชอถอได
ผใหบรการระบบการสอสารทฉนใชอยไดปฏบตตามทใหค าสญญาไว
2 เมอฉนมปญหาการบรการ ผใหบรการไดแสดงความเหนใจและท าใหเชอมน
3 ผใหบรการระบบการสอสารทฉนใชอยมความนาเชอถอ
1
ความรบผดชอบ
ฉนไดรบบรการทรวดเรวจากพนกงานบรการ
2 พนกงานบรการลกคาเตมใจใหความชวยเหลอลกคาเสมอ
3 พนกงานบรการลกคาสามารถชวยเหลอลกคาไดทนทวงท
1
ความมนใจ
ฉนสามารถใหความไววางใจตอบรษทน
2 ฉนรสกปลอดภยในการท าธรกรรมผานบรษทน
3 พนกงานบรการลกคาไดปฏบตหนาทไดอยางด
1
การเอาใจใส
ผใหบรการการสอสารนใหความใสใจในการน าเสนอบรการ
2 พนกงานบรการลกคาทราบความตองการของฉน
3 พนกงานผใหบรการอธบายขอมลกบฉนไดอยางชดเจน
ทศนคตทมตอระบบการสอสาร 5 4 3 2 1
1
ผลตภณฑ
สญญาณของระบบสอสารโทรศพทมอถอมสญญาณทดตลอด
2 บรษทการสอสารนมผลตภณฑมากมาย
3 อนเทอรเนตของบรษทนมความเรวสง
1 ราคา
ราคาของคาบรการของบรษทนสมเหตสมผล
2 มการแจงอตราคาใชบรการทชดเจน
3 มวธการแจงการช าระเงนไดหลายวธ (เชน SMS, จดหมายแจงคาบรการรายเดอน)
1
สถานท
มสาขาและตวแทนหลายทเปดบรการใหกบลกคา
2 สถานทบรการอยใกลกบบานหรอทท างาน
3 ลกคาสามารถใชบรการผานระบบออนไลนได
1 กจกรรมสงเสรมการตลาด
การโฆษณาทางโทรทศนดงดดใหฉนซอบรการน
2 รายการสงเสรมการขายนาสนใจ ท าใหซอบรการขององคกรน
72
3 สอโฆษณามหลายชองทาง (เชน โทรทศน, นตยสาร, หนงสอพมพ, ปายโฆษณา)
1 บคลากร
พนกงานมความช านาญในหนาท ทไดรบมอบหมาย
2 พนกงานดแลลกคาด
3 พนกงานมความสภาพออนโยน
1 กระบวนการ
ใหบรการเสรจภายในเวลาอนรวดเรว
2 ไดรบความสะดวกขณะทใชการบรการ
3 องคกรใหบรการหลงการขายด
1 สงทวดไดจากการมองเหน
ภาพลกษณของรานคาไดแสดงใหเหนวาเปนองคกรทใชเทคโนโลยสง
2 แผนผงการตกแตงรานด
3 สภาพแวดลอมในรานด
ความพงพอใจ 5 4 3 2 1
1 ฉนรสกพอใจกบการใชบรการระบบสอสารโทรศพทเคลอนทจากองคกรน
2 องคกรการสอสารนไดใหบรการ การสอสารอยางมประสทธภาพ
3 การใหบรการระบบการสอสารโทรศพทมอถอจากองคกรนดกวาทฉนคาดหวง
ความตงใจเชงพฤตกรรม 5 4 3 2 1
1 ฉนจะใชบรการระบบการสอสารโทรศพทเคลอนทของบรษทนตอไป
2 ฉนจะแนะน าเพอนของฉนใหใชบรการการสอสารโทรศพทเคลอนทของบรษทน
3 ฉนจะไมเปลยนไปใชบรการกบบรษทอน
ขอบพระคณส าหรบการให
รวมมอในการตอบแบบสอบถามครงน