Proceedings of The 12th International Conference on New Ideas in Management, Economics and Accounting
Year: 2023
DOI:
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Services Marketing Factors Influence on Customers’ Loyalty to the True 5g Mobile Phone Network Service in Bangkok
Songporn Hansanti
ABSTRACT:
This study aimed at 1) To study demographic factors affecting the customer loyalty to the True 5G mobile phone network service in Bangkok, 2) To study marketing mix factors influencing the customer loyalty to True 5G G mobile phone network service in Bangkok. This study was a quantitative research applying the questionnaires for data collection from a sample of 385 customers using of the True 5G mobile phone network service in Bangkok. The random sampling was based on convenience sampling by distributing the questionnaires online and in the area of the True service centers. Then the data were analyzed by means of descriptive statistics consisting of frequency, percentage, mean and standard deviation; and inferential statistics consisting of t-test F-test LSD and Multiple Regressions Analysis at the statistical significance of 0.05
It was found from that the different demographic factors affected the difference of customer loyalty to True 5G mobile phone network service. It was found that the gender level affected the loyalty most, next were the educational, career and average monthly income respectively. From the service marketing mix factors influencing the customer loyalty to True 5G mobile phone network service, it was found that the product, marketing promotion service process and physical evidence influenced the customer loyalty to the True 5G mobile phone network service.
The recommendations for the True Corporation Public Company Limited or the True were that the True should maintain the quality of telephone signal and internet of the True 5G network, and make it usable efficiently and continuously. In addition, the company must marketing activities and the quality of service provided to the customer is highest satisfaction. These the factor attracting the customers to use the network service that will maintain the existing customer base and expand new customer base further in the future.
keywords: Service Marketing, Customer Loyalty, Mobile Phone Network, Bangkok