The Empirical of Linkage Between Service Quality and Customer's Behavior Intention: The Thai Telecommunication Industry

Abstract

This study offers a contribution to the comprehensive body of knowledge of service quality. That is, how to develop and execute a market-oriented service strategy. This study is intended for executives in telecommunications firms facing intense competition. As the telecommunications industry has grown and matured, a different type of customer has gained access to fixed line and mobile phone devices, which in turn, has driven service providers to fight even harder for customer "wins.” In particular, it has made them aware that keeping their customers, as opposed to spending all their time, money acquiring new customers, is vitally important in staying ahead in the telecommunication industry. Service providers need to understand the customers' perception of service quality, customer behavioral intentions and the importance of customer retention. The biggest advantage offered by customer retention is to help service operators in targeting the best customers. By building a profile and identifying the characteristics of preferred customers, service providers are better equipped to retain them. This study will enable telecommunication service operators to identify the most loyal customers, their preferences/dislikes and to build profiles of the preferred customers. Moreover, results from this study will reveal whether linkages exist among service quality indicators, and customer behavioral intentions in the Thai telecommunication industry. The finding supports the specific model and general information framework. Implementations for theory, service marketing, and future research are discussed.