The Factors Affecting Customer Satisfaction and Behavioral Intentions in Using Telecommunication Service in Bangkok, Thailand
نویسنده
چکیده
Purpose— This study aims to explore the factors affecting customer satisfaction in using mobile telecommunications; and investigate the relationship between customer satisfaction and behavioral intentions in mobile telecommunications service. Design/Methodology— A survey questionnaire was used to collect data from 400 respondents in Bangkok, Thailand. The multi regression was used to analyze and examine the postulated hypothesis. Findings—The findings indicated that perceived value, service quality, and marketing mix have positive effect on customer satisfaction; customer satisfaction has positive effect on behavioral intentions. Research Implications—The findings provide the understanding of the factors affecting customer satisfaction and behavioral intentions. Thus, it gives recommendations for managers to improve customer satisfaction on the mobile telecommunication service. Research Limitations— The questionnaires were only distributed in the Central Ladprao department store. So the result can not represent the whole Bangkok, Thailand.
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