the factors affecting customer satisfaction and behavioral...

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

viii

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

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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)


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)


Anderson and Sulbvan (1993)

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Olson and Dover (1976)

Performance – Satisfaction Linkage Swan and Trawick (1981)


Bolton and Drew (1991)

Anderson and Sulbvan (1993)

Olive (1993, 1994)

Simester (2000)

Disconfirmation–Satisfaction Linkage Olson and Dover (1976)


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

14

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).

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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.


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.


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.


Customer service staffs are always willing to help customers.


Customer service staffs always help customers immediately.

Adapted from Johnson, Sirikit, (2002)

SQ4 Assurance I can trust customer service staffs.


I feel safe in your transactions with customer service staffs.


Customer service staffs do their job well. Adapted from Johnson and Sirikit (2002)

26

SQ5 Empathy A service provider pays attention in delivering services.


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.


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).


MM3 Place There are many stores to serve customers.


The location of store is close to your home or work place.


Customers can pay for service from E-commerce. Adapted from Vanasakul, et al(2008)

MM4 Promotion Advertisement persuades me to purchase this service.


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).


MM5 Personnel Employees specialize in their task.


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.


It is convenient while using service.


The company provided after- purchase service well. Adapted from Vanasakul, et al(2008)

MM7 Physical evidence Store image is representative as high technology.


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.


CS2 This telecom company has affectively provided mobile telecommunication services.


CS3 This mobile telecommunication service is better than expected.


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.

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


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


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


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



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




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


F Sig.

1 .690ª .476 .470 .52837 71.721 .000ª

а. Predictors: (Constant), service quality (Tangible, Reliability, Responsiveness,

Assurance, and Empathy)

40




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



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




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


F Sig.

1 .758ª .574 .567 .47762 75.581 .000ª

а. Predictors: (Constant), marketing mix (Product, Price, Place, Promotion, Personnel,

Process, and Physical evidence)


42



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



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



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


F Sig.

1 .727ª .529 .527 .56102 446.286 .000ª

а. Predictors: (Constant), customer satisfaction

b. Dependent Variable: behavioral intention



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



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



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.

http://en.wikipedia.org/wiki/Chiang_Mai_Province

http://en.wikipedia.org/wiki/Chiang_Rai_Province

http://en.wikipedia.org/wiki/Khon_Kaen_Province

http://en.wikipedia.org/wiki/Nakhon_Ratchasima_Province

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.

69

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) ……..

70

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

the factors affecting customer satisfaction and behavioral...

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