Factors that influence the customer’s loyalty of the mobile internet in Bangkok

Abstract

The objectives of this research were; to study influence of the perceived quality of goods and services on internet-on-mobile-phone customer loyalty; to study influence of the service marketing mix (7Ps) on internet-on-mobile-phone customer loyalty; to study influence of the satisfaction on internet-on-mobile-phone customer loyalty; to study influence of the trust on internet-on-mobile-phone customer loyalty, and to study the influence of the corporate image on internet-on-mobile-phone customer’s loyalty. Conceptual framework of applied research formed concepts on perceived quality, service quality, and perceived value, service marketing mix, satisfaction, trust, corporate image and customer loyalty. A survey method was used to collect data from a two-stage random sampling technique from 400 Mobile internet users in Bangkok via answering questionnaire. Data were analyzed by descriptive statistics such as percentage, mean, standard deviation, correlation and regression analysis. Research findings revealed that; product and service quality perception; satisfaction and corporate image all had influenced on internet-on-mobile-phone customer loyalty in Bangkok area. The result could be interpreted that if customer was aware of the quality of goods and services, corporate image and satisfaction shall have increased. Customer loyalty would then increase as well.