Customer Service Quality, Customer Loyalty And Customer Behavioral Intention In Thailand Telecommunication Service

Thailand Telecommunication service has been improving and increasing importantlyin telecommunication industry and become an integral part of a firm. Therefore, one of thechallenges is to manage telecommunications to enhance service quality. Base on servicemarketing theory literature, a framework of relationship between service quality andbehavioral intentions for telecommunication service providers.To improve and develop service, Companies must use multiple research approachesamong different customer groups to ensure that they are hearing what customer saying andthat they are responding to their suggestions. The objective of this research is to understandthe relationship between Customer behavioral intentions, Customer loyalty and Servicequality of Thailand telecommunication service. These are:(a) to determine the impact ofdemographic/socio economic variables, Cultural variables, and affiliation characteristicson service quality: and (b) to define the conceptual linkage between Customer ’behavioral’intentions, and Service quality.Data were collected from350customer of four Thailand telecommunication serviceproviders (DTAC, AIS, TRUE, TOT) in2014with the samples in questionnaire survey.Results indicate that the scale measures have high reliability, and behavioral intention scalemeasures have acceptable reliability.There are different service quality expectations and customer service qualityperceptions for Thailand telecommunication customers. Customers’ perceived servicequality is independent on age and affiliation: however customer perceived service qualityis independent of gender, education, occupation, income and marital status. A regressionanalysis also indicates a significant relationship between service quality and customerbehavioral intentions. This finding showed that perceived service quality is positivelyassociated with customer behavioral intentions. The results of this study could further strengthen the argument that telecommunicationmarketers need to assess both perceived service quality and customer behavioral intentions.When service quality assessments are high and the customers’ behavioral intentions arefavorable, the relationship is more likely to be strengthened.The finding of this thesis study indicates that improving service quality leads toincreased favorable behavioral intentions among Thailand telecommunications customers.Customer want to do business with companies that keeps their promises, Particularly theirpromises about the core service attributes such as, Customer service and customer care intelecommunication service centersDemographic variables may help Thailand telecommunication companies betterunderstand service quality expectations and perceptions. Specifically, Service qualityperception among Thai telecommunication customers seems to be function of therespondent’s age. This demographic variable is the easiest to identify and it’s forms theunderlying basis of an improving segmentation strategy. The affect of service quality oncustomer’s behavioral intentions indicate that Thailand telecommunication strategy. Theaffect of service quality on customer’s behavioral intentions and monitor their sensitivity tochanges in service performance, and thus gain valuable insight on why and how to investin service improvement.