The Impact of Service Quality, Promotions and Customer Engagement in Determining Customer Loyalty in the Thai Mobile Network Industry
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Abstract
Past studies are still insufficient and have failed to fully explore the role of customer engagement in enhancing customer loyalty. This paper addresses this problem, aiming to find a better understanding of the impacts of customer engagement in retaining current customers and gaining new ones in the telecommunication sector. Quota sampling was used, with a total sample of 798, collected among both prepaid and postpaid customers in Thailand. Data were analyzed and tested using t-Test, EFA, CFA and SEM. The findings show that there is a significant difference between prepaid and postpaid customers in terms of online customer engagement. The study also suggests that technical service quality is one of the important dimensions for continuous subscription, stimulating customer engagement and customer loyalty.
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