Internet Service Providers In Thailand:

Evaluation of Determinants Affecting Customer Loyalty

By

Student 2

A dissertation submitted for the Masters in Business Administration

The Business School

University of Roehampton

2011
 Declaration Form

The work I have submitted is my own effort. I certify that all the material in this

Dissertation, which is not my own work, has been identified and acknowledged. No

materials are included for which a degree has been previously conferred upon me.

Signed Date

(Saruta Tangjai)

i
 The Abstract

Recently, the Internet service industry in Thailand has been developing and

improving their marketing strategies to retain existing customers and create new ones

because of a highly competitive market. It is significant for Internet service providers

to consider customer satisfaction and customer loyalty in order to help their

businesses develop a competitive edge and increase their brand value. In addition,

customer loyalty can be a significant factor that helps an Internet service provider

increase its profits and create more competitive advantages in the long-term (Oliver,

1999: Lin and Wang, 2006). This research aims to explore the determinants, which

affect customer loyalty in the context of Internet service providers in Thailand. A

questionnaire survey was conducted with a sample consisting of Thai Internet users in

the capital city, Bangkok. The determinants that affect customer loyalty have been

tested and analyzed using several approaches so as to explore the significant

determinants and understand relationship between the determinants and customer

loyalty. The determinants that were analyzed in this research are tangible, reliability,

responsiveness, assurance, empathy, pricing, switching cost, trust and brand image.

The findings of this research were that tangible, reliability, responsiveness, assurance,

empathy, pricing, switching costs and trust are significant determinants which

positively affect customer loyalty in the Internet service industry in Thailand. In

addition, trust is the most important determinant that is associated with customer

loyalty in the Thai Internet service industry. However, this research has shown that

the impact of brand image is not significantly related to customer loyalty. This

suggests that Internet service providers in Thailand have not much interest in creating

their brand images with a view to retaining customers.

ii
 Table of Contents

Declaration Form ..........................................................................................................i

The Abstract ................................................................................................................ ii

Table of Contents ....................................................................................................... iii

Acknowledgement ..................................................................................................... vii

CHAPTER 1 - Introduction ........................................................................................ 1

Introduction .............................................................................................................. 1
1.1 Research Background ........................................................................................ 1
1.2 Research Objectives ........................................................................................... 4
1.3 Research Questions ............................................................................................ 5
1.4 Research Framework......................................................................................... 5

CHAPTER 2 - Literature Review .............................................................................. 7

Introduction .............................................................................................................. 7
2.1 Customer Satisfaction ........................................................................................ 7
Definition ............................................................................................................... 7
Customer satisfaction in the Internet service industry. .......................................... 8
Determinants that have an effect on customer satisfaction .................................. 10
The gap between real performances and expectations towards perceived service
quality. ................................................................................................................. 10
2.2 Switching barriers ............................................................................................ 13
Definition ............................................................................................................. 13
Switching barriers in the Internet service industry .............................................. 13
The impact on customer loyalty of switching barriers......................................... 14
2.3 Customer loyalty .............................................................................................. 15
Definition ............................................................................................................. 15
The antecedent of customer loyalty ..................................................................... 16
Customer loyalty in the Internet service industry. ............................................... 19

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CHAPTER 3 - Research Methodology .................................................................... 20
Introduction ............................................................................................................ 20
3.1 Research Approaches ...................................................................................... 20
3.2 Research Method ............................................................................................. 21
3.3 Data Collection ................................................................................................. 23
3.4 Sampling ........................................................................................................... 23
3.5 Method of Analysis .......................................................................................... 24
3.6 Ethical Considerations .................................................................................... 25

CHAPTER 4 - Fingding and Discussion .................................................................. 26

Introduction ............................................................................................................ 26
4.1 Data analysis of the respondents .................................................................... 26
4.2 Factor analysis .................................................................................................. 33
4.3 Multiple Regression Analysis .......................................................................... 45
4.4 Hypotheses Testing .......................................................................................... 49

CHAPTER 5 - Conclusion ........................................................................................ 53

Introduction ............................................................................................................ 53
5.1 Implication of the study ................................................................................... 53
5.2 Conclusion ........................................................................................................ 55
5.3 Limitation and recommendation for further research ................................. 55

References ................................................................................................................... 57

Appendices .................................................................................................................. 63
Appendix 1: Survey Questionnaire ...................................................................... 63

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 List of Figures

Figure 1.1: Internet Statistics in Thailand ...................................................................... 2

Figure 1.2: Research Framework ................................................................................... 6
Figure 2.1: The relationship between customer perceptions and expectations towards
perceived service quality.............................................................................................. 11

List of Tables
Table 4.1: Demographic characteristics of the respondents ........................................ 27
Table 4.2: General characteristics of the respondents ................................................. 29
Table 4.3: Questions related to each composite variable ............................................. 32
Table 4.4: Descriptive statistics of research variables ................................................. 33
Table 4.5: Factors analysis of variable 'Tangible' ........................................................ 34
Table 4.6: Validity and reliability test of variable 'Tangible' ...................................... 34
Table 4.7: Factor analysis of variable 'Reliability' ....................................................... 35
Table 4.8: Validity and reliability test of variable 'Reliability' .................................... 35
Table 4.9: Factor analysis of variable 'Responsiveness' .............................................. 36
Table 4.10: Validity and reliability test of variable 'Responsiveness' ......................... 36
Table 4.11: Factor analysis of variable 'Assurance' ..................................................... 37
Table 4.12: Validity and reliability test of variable 'Assurance' .................................. 37
Table 4.13: Factor analysis of variable 'Empathy' ....................................................... 38
Table 4.14: Validity and reliability test of variable 'Empathy' .................................... 38
Table 4.15: Factor analysis of variable 'Pricing' .......................................................... 39
Table 4.16: Validity and reliability test of variable 'Pricing' ....................................... 39
Table 4.17: Factor analysis of variable 'Switching Cost' ............................................. 40
Table 4.18: Validity and reliability test of variable 'Switching Cost' .......................... 40
Table 4.19: Factor analysis of variable 'Trust' ............................................................. 41
Table 4.20: Validity and reliability test of variable 'Trust' .......................................... 41
Table 4.21: Factor analysis of variable 'Brand Image' ................................................. 42
Table 4.22: Validity and reliability test of variable 'Brand Image' .............................. 42
Table 4.23: Factor analysis of variable 'Customer Satisfaction' .................................. 43
Table 4.24: Validity and reliability test of variable 'Customer Satisfaction' ............... 43
Table 4.25: Factor analysis of variable 'Customer Loyalty' ......................................... 44

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Table 4.26: Validity and reliability test of variable 'Customer Loyalty' ...................... 44
Table 4.27: Overall Cronbach's Alpha values with composite variables..................... 45
Table 4.28: Skewness and Kurtosis value of variables ................................................ 46
Table 4.29: Multiple regression analysis for the effect of customer satisfaction ........ 48
Table 4.30: Multiple regression analysis for the effect of customer loyalty ............... 49
Table 4.31: Summary results of hypotheses testing..................................................... 49

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 Acknowledgement

I would not have been able to complete my Master of Business Administration studies

without the support, patience, guidance and encouragement of a great number of

individuals. I would like to sincerely thank them for their assistance and support.

First of all, I am deeply grateful to my dearest father (Mr. Kosan Tangjai), mother

(Ms. Juleewan Tangjai), sister (Miss Kasara Tangjai), as well as all my family.

Although we are far away, they have always been giving me encouragement and

motivation.

Secondly, I would like to thank to my supervisor, Dr. Declan Scully for his valuable

advice, guidance and care. He has always been supportive and suggested several

useful resources to me.

Thirdly, I would not have been able to finish my dissertation without the help of my

powerful friends in Thailand, who distributed the survey. I very much appreciate all

their support. Also, I am grateful to my friends both in the UK and Thailand for

always cheering me up and giving me suggestions.

Finally, I would like to thank to my boyfriend, Mr. Sethiwut Sritakoonrat for looking

after me and always standing by me all happiness and difficulties during my study

here.

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 CHAPTER 1
Introduction

Introduction

Customer loyalty is a major driver in marketing for organizations to gain and improve

their profits and performance. Customer loyalty is not only about increasing sales, but

also about understanding and developing other factors, which are related to goods,

services and support. This research aims to explore the determinants that influence

customer loyalty in the context of Internet service providers in Thailand. This chapter

begins by providing background research on the Internet service industry in Thailand

and outlines the research objectives and research questions. It will also present the

research framework and hypotheses.

1.1 Research Background

According to Owen (2005) and Paltridge (2007), a majority of organizations have

increasingly grown and expanded due to information technology. The information

technology is a significant method of accessing data networks, which is used by

businesses and individual customers. As the demand of customer needs has also been

increasing, Internet service companies who supply Internet services, have been

establishing and developing Internet networks to meet customers’ demands as well as

increase their competitiveness to compete with other providers.

Recently, the Internet service industry in Thailand has been rapidly growing in every

year as shown in Figure 1.1. Nevertheless, Internet access across Thailand has been

controlled by a Thai government policy since 2004 (Kasikorn Research Center, 2005;

Winbroadband, 2008). There are a large number of Thai individuals who use the

1
Internet and it has been increasing more and more in virtually every place. Wireless

Internet is one of the most important factors, which drives Internet usage in Thailand

and is provided by difference Internet service providers. Therefore, service quality,

which is good and easy to access the Internet, is the main key for increasing and

attracting customers (Thai National Statistical Office, 2008; Thuvasethakul, 2008).

Figure 1.1: Internet Statistics in Thailand

During the last few years, Internet broadband in Thailand has been growing and

developing on a small scale. However, there are some challenges on dial-up services,

which have an influence on the Internet broadband market. The government has come

up to recover this issue by promoting DSL services into the Internet market. Also,

many Internet service providers have invested in many services to develop its Internet

networks (Internet Thailand, 2012). Another challenge for the Internet broadband

market in Thailand is the contract issue 3G networks, which is still under the

government control. This has caused slow growth in the Thai telecommunication

networks (Point Topic, 2011).

Today, there are several Internet service providers in Thailand, which are highly

competitive. TOT Public Limited Company was the first company, which started to

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provide Internet access to customers. In addition, a majority of customers in Thailand

have been using TOT Internet service, because their network and system has operated

with Telecom Asia Company Limited that a fixed telephone line system (Mashpedia,

2012). During the same time, TT&T Public Limited Company came up with its new

steam network via CAT Telecom. It provides Internet access for popularity, which is

outside the capital city. In 2009, Jasmine International Company also launched its

network under the brand name ‘3BB’ by corporate with the Internet network of TT&T

Company (Mashpedia, 2012). They have rapidly grown in the Internet service market

in Thailand due to providing high-speed Internet connection and expanding their

Internet networks more internationally. True Corporation is also one of the major

companies in the Internet service market. It has provided and developed its

technology to meet customer needs of both individuals and businesses. True

Corporation also utilizes its own Internet networks to provide more Internet

connectivity. Moreover, there are some other service providers such as CS Loxinfo,

KSC Internet, Samart, A-Net, Buddy Broadband and Pacnet in Thailand, which

provide a variety of Internet services (Mashpedia, 2012; Winbroadband 2008).

Therefore, owing to such fierce competition in the Internet market, every service

provider has to develop their marketing strategies and find innovative ideas so as to

meet user’s needs and provide Internet access in various forms.

It is very important for Internet service providers to have a strong understanding about

customer satisfaction and improve the factors, which could increase customer loyalty.

Customer satisfaction in the particular of the Internet service industry in Thailand is

affected by customers' perception of service quality. The service quality is also

influenced with factors of tangible, reliability, responsiveness, assurance and empathy

(Anderson et al., 1994). If customers are satisfied with the perceived service quality, it

3
will lead to an increase in customer satisfaction, which becomes customer loyalty.

Moreover, if customers become loyal, they will inform others by word of mouth in a

positive way about the particular company (Anderson et al, 1994; Aydin and Ozer

2005). Customer loyalty can also be the main driver for Internet service providers to

develop and increase competitiveness in the Internet market in the long-term

(Reichheld, 1993; Reichheld and Teal, 1996). In addition, pricing, switching cost,

trust and brand image can be possible determinants, which affect customer loyalty.

However, there is no research, which suggests that customer loyalty is directly or

indirectly affected by these factors. Customer satisfaction, which may steadily

become customer loyalty, in some cases, can be influenced by these factors. As a

result, this research has set out all the factors, which may influence customer loyalty.

The research will explore the significant determinants that lead to customer loyalty in

the context of the Thai Internet service industry.

1.2 Research Objectives

This research mainly aims to explore the determinants, which influence customer

loyalty in the Internet service industry. It will measure and determine the relationship

between the determinants in customer satisfaction and customer loyalty. This research

will also explore the effect of customer loyalty in a specific context of Internet service

providers in Thailand. The objectives of this research can be summarized as follows:

- To explore determinants that affect customer loyalty in the Internet service

industry in Thailand.

- To explore determinants that affect customer satisfaction before becoming

loyalty in the Internet service industry in Thailand.

4
- To determine the relationship between customer satisfaction and customer

loyalty in the Internet service industry in Thailand.

1.3 Research Questions

There are three main research questions related to this research, which are posed as

below. These three questions will be analyzed and answers given in this research.

- What are the significant determinants, which affect customer loyalty in the

Internet service industry in Thailand?

- What are relationships between customer loyalty and its determinants in the

Internet service industry in Thailand?

- Is there any relationship between customer satisfaction and customer loyalty

in the Internet service industry in Thailand?

1.4 Research Framework

The research framework below shows the idea of this research, which aims to explore

the effect of customer loyalty which is influenced by factors such as service quality,

pricing, switching cost, trust and brand image. A hypothesis of each determinant that

affects customer loyalty is also presented.

5
Figure 1.2: Research Framework

6
 CHAPTER 2

Literature Review

Introduction

This chapter will discuss the literature review in the field of customer loyalty and its

determinants. There are three sections in this chapter: customer satisfaction, switching

barriers and customer loyalty. The customer satisfaction section will provide a general

definition and in the particular of the Internet service industry. It will focus on

determinants, which influence customer satisfaction in Internet organizations, as well

as the gap between real performances and expectations toward perceived service

quality. This area will also present service quality factors. In addition, this chapter

will examine switching barriers, which can affect customer loyalty in businesses.

Finally, customer loyalty will be dealt with, including its determinants, especially in

the Internet service industry. Recently, customer loyalty plays a vital role in the

Internet service companies, it helps to develop and improve companies’ performances

as well as profits (Oliver, 1999).

2.1 Customer Satisfaction

Definition

Customer satisfaction is a significant concept in the marketing of many businesses

(Kotler, 2009). It has several meanings and can be defined in several ways, but in

general it relates to a consumer’s overall evaluation of expectation and experience.

Satisfaction can be connected to, for instance, processes of a consumer’s buying, a

consumer’s buying behavior, a customer’s decision making, repeat buying and

consumer loyalty. It can also help an organization increase its profits and

7
performances, as well as enhance a business’s reputation on the market, that it is

created from customer demands and supplies (Gilbert, Churchill and Carol, 1982)

Customer satisfaction in the Internet service industry.

Indeed, most of Internet service providers have been seriously considering customer

satisfaction in order to help their businesses develop a competitive edge and increase

their brand values. In order to generate shareholder values and keep existing

customers, which can influence brand reputation and loyalty, customer satisfaction

are crucial to organizations and are fundamental necessities. (Guo, Xiao and Tang,

2009). When consumers feel dissatisfied with services or products, it affects the

relationship between companies and customers in the long-term. As a result, it is

difficult for businesses to fulfill customers’ expectations, which can be either of

satisfaction or dissatisfaction with customer services (Lin and Wu, 2011). The variety

of products and stability of services can meet the demand of different customers,

which could lead to customer satisfaction becoming customer loyalty (Auh and

Johnson, 2005).

According to Parasuraman, Zeithaml and Berry (1985), satisfaction means the

reaction of individuals to products, quality or services and its outcome reflects an

individual’s perspective in purchasing and offering. Service provider companies have

used this understanding to help and develop their marketing strategies for the future

(Anderson, Fornell and Lehmann, 1994). In addition, satisfaction can be defined as

the overall judgment of consumers about their perceived value and experiences

(Cadotte et al., 1987). Fe and Ikova (2004) also noted that in order to fulfill customer

needs, the activities of companies influence customer satisfaction. It is based on past

experiences with products and services, which leads to keeping existing customers

and creating new customers.

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Some studies have identified two aspects of customer satisfaction, which are

transaction-specific and cumulative (Boulding et al., 1993). Transaction-specific or

episode-based of customer satisfaction is an overall evaluation of customer

expectation compared with a perceived value, which influences consumer decision

buying and behavior (Anderson et al., 1994). Another aspect of customer satisfaction

is cumulative, that it is about feelings and experiences with service provider

companies. It refers to an evaluation of customer experiences, which would increase

over time (Johnson and Fornell, 1991).

In terms of the service marketing area, it is believed that customer satisfaction is the

main role in business strategies and also assists organizations achieving in service

businesses (Kotler, 2009: Anderson et al., 1994). Service quality is a major factor for

companies to make profits for businesses and influences customer satisfaction

(Anderson et al., 1994). When customers have purchased goods or services, if they

are satisfied or are likely to have positive attitudes with the received values, the

satisfaction can lead to continued use more frequently. Moreover, customers are likely

to purchase a variety of products or services, which are offered by the same company.

Also, this satisfaction can lead to loyal, so that customers are willing to purchase

goods or services even if they cost more. Furthermore, customers will tell other

individuals about the companies by word of mouth in the positive way (Aydin and

Ozer, 2005).

However, if they tend to find out more information about other companies or decide

to use another company, it means they are dissatisfied with the company’s goods or

services. Therefore, it is very important for service provider companies to reduce

customer dissatisfaction issues and develop products and services to meet customer

9
needs. The relationship between customers and their current service provider

companies should also be created and developed (Anderson and Srinivasan, 2003).

Moreover, it is significant for organizations to consider customer satisfaction, which

is created from understanding and fulfilling customer’s needs and expectations. Most

of the previous studies have investigated how customer satisfaction has a direct effect

on customer loyalty. If customers are satisfied and have positive attitudes to their

current service providers, they will tend to be loyal to the firm, and will consequently

lead to better profits and business performances (Anderson, Fornell and Lehmann,

1994; Smith, Bolton and Wagner, 1999).

Determinants that have an effect on customer satisfaction

According to Zeithamal and Bitner (1996), there are several determinants, which

directly influence overall customer satisfaction. These are as follows: service quality,

corporate image, perceived value and trust. The main significant determinant is

customer’s perception of service quality, which is the relationship between perceived

service quality and customer satisfaction. The perceived service quality is enhanced in

the overall services of a firm by customers, as a result, it may cause a gap between a

customer’s expectation and real services or performances, which are delivered by

firms (Parasuraman, Zeithaml and Berry, 1985).

The gap between real performances and expectations towards perceived service

quality.

It is very important to consider the determinants, which influence perceived service

quality as well as the interrelationship between the level of customer expectations and

perceptions. All these factors lead to customer satisfaction within the service industry.

10
Parasuraman, Zeithaml and Berry (1985) have shown that there are differences among

customer perceptions and expectations of perceived service quality. The relationship

between these can also be identified as shown in Figure 2.1 below. It explains that the

real performance and expectations of a customer are factors, which cause perceived

service quality. Also, the gap between them can occur while receiving services.

Moreover, there are five factors of the ‘SERVQUAL’ model that can measure service

quality.

Figure 2.1: The relationship between customer perceptions and expectations

towards perceived service quality

Source: Adapted from Parasuraman, Zeithaml and Berry (1985)

Figure 2.1 explains that customer’s expectation is a vital determinant, which affects

perceived service quality of customer satisfaction. The expectation of consumers can

be draw from past experiences, personal demands and word of mouth communication

(Oliver, 1980). Because of these, differences can occur when a consumer receives the

actual value of service from service providers (Parasuraman, Zeithaml and Berry,

11
1985). Therefore, it is significant for service providers to deliver or offer the actual

value of service, which meets consumer expectation that leading to customer

satisfaction. Anderson, Fornell and Lehmann (1994) have also noted that customer

satisfaction is mostly influenced by the perceived service quality, which is affected by

such factors as service quality, brand image and the brand value of the firm. As a

result, the factors of service quality should be considered by service providers to

create satisfaction in perceived service value. The determinants in service quality can

be described as shown in Table 2.2 below.

Table 2.1: The description of the five determinants in service quality

Dimensions Descriptions

Physical evidences of the service, equipment and personnel

Tangibles appearance. For example, service providers have modern tools
and good perspectives.

Consistency of performance and dependability. For example,

Reliability when service providers promise to do a thing at a certain time,
they will do it.

The willingness of employees to help and provide services to

customers. For example, employees tell customers exactly when
Responsiveness
service will be performed and are never too busy to respond to
requests from customers.

Knowledge and skills of employees to perform services for

Assurance customers. For example, employees are consistently well
mannered with customers.

Caring and understanding customers’ needs. For example,

Empathy service providers offer customers with a good plan and it
responds to customer's needs.

Source: Adapted from Parasuraman, Zeithaml and Berry (1985)

To sum up, customer satisfaction has been applied to marketing strategies in several

industries across the world. The Internet service industry has also been highly

competitive and realizes customer satisfaction as one of its business marketing

strategies. Therefore, the determinants in service quality in the Internet service

12
industry, such as, installation, network quality, speed, product usage and sale

operations can be considered as determinants that could increase customer satisfaction

as well as profits and businesses performances. These factors have a positive effect on

customer satisfaction within the Internet service industry.

2.2 Switching barriers

Definition

Switching barriers can be another important factor that has an effect on customer

loyalty. It may be utilized to prevent and cause consumer’s attitudes to be positive

with service providers (Anderson and Sullivan, 1993; Boulding et al., 1993).

Switching barriers makes it difficult for customers to change from a current company

to another, which is based on customers’ perceptions and behaviors. If customers are

dissatisfied with the current services or products, it may result in a switch to a new

provider (Fornell, 1992). As a result, to increase switching barriers is a significant

role for businesses in order to gain more loyal customers, which feel satisfied with the

existing products and services, as well as trust the provider to continue using the

services in future.

Switching barriers in the Internet service industry

Earlier studies identified that switching barriers is considered as switching costs,

which is affected by financial costs, adaptation costs, move-in costs and convenience

costs (Hu and Hwang, 2006). A feeling of customer dissatisfaction may occur if they

not received good service quality or offers. However, they may still use that provider

because of the relationship (Kim and Yoon, 2004). However, once customers find

better alternative providers, they will definitely change and defect from the current

provider (Eshghi et al, 2007). To prevent this from occurring, service providers need

13
to minimize defection by creating a good relationship with customers, that leading to

true loyalty.

Indeed, the Internet service industry has been rapidly growing and is highly

competitive in many countries. A vast majority of Internet service providers have

substantially invested in many strategies in order to increase and improve customer

loyalty. According to Jones et al., (2002), Lee and Cunningham (2001), switching

barriers can play a vital role in adjusting variables in the interrelationship between

customer satisfaction and customer loyalty. Because, customers choose a service

provider, which has better Internet access, if they are satisfied with the service

quality, they will remain with this provider. Consequently, this decision may lead to

customer loyalty. In other words, the level of switching barriers will have an impact

on customer decision-making. Moreover, if the current service provider has high

switching barriers, customers will definitely defect to another provider (Anderson and

Sullivan, 1993; Boulding et al., 1993). In addition, if the current service provider

could balance the relationship between customer satisfaction and switching barriers, it

will be another competitive advantage for businesses. Thus, it is very important for

Internet service providers to increase the level of switching barriers in order to make

customers continue using their Internet services.

The impact on customer loyalty of switching barriers

Some previous studies have indicated that switching barriers has a direct or an

indirect effect on customer loyalty and may influence customer satisfaction, which

may become loyalty in some cases. When customers are dissatisfied with the products

or services of the current provider, switching barrier may be a factor that makes

customers feel the need to continuously remain with their current provider

(Bendapudi and Berry, 1997). To increase and develop switching barriers, a service

14
provider should find methods to meet customer needs and offer a better service

quality to compete with other providers.

In addition, the interrelationship between customer satisfaction and switching barriers

could make customers want to continue using the services with a service provider.

This interaction can lead to a greater long-term relationship between customers and

companies. To sum up, most customers want to make purchases and continue their

businesses with a company, which can offer value and provide convenience to them

(Gwiner et al., 1998). Hence, switching barriers can also help the company keep

existing customers and create new ones, which may lead to customer loyalty.

2.3 Customer loyalty

Definition

Customer loyalty can be defined as the willingness of customers to sustain their

purchasing or relations with a particular firm (Oliver, 1999: Kim and Yoon, 2004). It

could be described as a consequence of customer satisfaction, which leads to

repurchasing with a particular firm as well as referring the firm to others in a positive

way (Mcllroy and Barnett, 2000). In addition, GuillÈn, et al. (2011) have noted that

customer loyalty can be divided into two elements which are based on customer

behavior and attitudes. These two elements influence a customer’s willingness to be

with the current firm in order to keep using its services and have a good relationship

with each other. Also, it creates a positive feeling, which makes customer recommend

their particular service provider to others. A majority of organizations have been

successful because they take a customer loyalty into account as an essential process

(Vesel and Zabkar, 2009). With fierce competition in the business market recently,

customer loyalty can be a significant factor that helps increase its profits and create

15
more competitive advantages for companies in the long-term (Oliver, 1999: Lin and

Wang, 2006).

The antecedent of customer loyalty

As customer satisfaction directly affects customer loyalty, it can be noted that the

factors that influence customer satisfaction may also be the antecedents of customer

loyalty (Boulding et al., 1993; Cronin and Taylor, 1992). Moreover, pricing

(Kollmann, 2000), switching costs (Boulding et al., 1993; Caruana, 2003), trust

(Aydin and Ozer 2005; Lau and Lee 1999) and brand image (Aydin and Ozer 2005;

Nguyen and Leblanc, 2001) can be more factors, that affect customer loyalty. This

section will describe how these factors affect customer loyalty.

Service Quality

According to Boulding et al. (1993); Cronin and Taylor (1992), they have

investigated that there is a relationship between service quality and customer

satisfaction through customer loyalty. Boulding et al. (1993) showed that the

relationship between them has a positive effect that makes customers continue using

the particular service provider and recommend the particular provider to others. The

reasons and main theories to support this have also been provided at the beginning of

this literature review.

Pricing

Pricing can be another significant element, which influences customer loyalty. Many

providers attempt to offer more choices and opportunities with appropriate pricing to

customers in order to meet their needs. Companies will also compare prices with

other competitors so as to offer a lower price to consumers. The success of companies

16
in the Internet service industry depends on customer satisfaction, which results in

them. Furthermore, pricing is a significant factor for companies in the Internet service

industry, which influence customers in making decisions to use their services. Thus,

the pricing will definitely be a consideration for customers (Kollmann, 200).

Moreover, it will lead to the creation of more loyal customers for that particular

provider.

Switching Costs

Switching costs have been lightly touched on earlier in this literature review as has

switching barriers. These two factors are related and they influence customer loyalty.

Switching costs are generally defined as onetime costs, which prevent customers from

defecting from the current provider to another (Burnham, Frels and Mahajan, 2003).

Thus, costs can be one effect on customer loyalty that makes a customer’s decision

whether to continue or switch to a particular company or another competitor (Ravald

and Gronroos, 1996). Nevertheless, if customers receive a good price or benefit from

the current provider, they will proceed to use its services or products in the future, as

well as recommend to others.

Many previous studies have demonstrated that switching costs can affect customer

retention in both a direct and an indirect way (Lee, Lee and Feick 2001). Because

switching costs are related to switching barriers for customers, if customers feel

disloyal to the products or services of the current provider, they may find alternative

providers in order to receive better value. Therefore, so as to create and increase

customer satisfaction and loyalty, it is important for servicer providers to minimize

the defection of customers by finding appropriate solutions to offer them (Stewart,

1998).

17
Trust

Trust is a major determinant in customer loyalty and has been built up in every

business (Oliver, 1999). According to Koller, (1988); Moorman et al., (1992), trust

can be implied as the willingness or gratification of individuals to believe in an idea

or recommendation from others in order to fulfill their needs. The idea or

recommendation from others will come from past experiences that will be told and

spread to others (Deutsch, 1958).

In short, trust can be defined as perceptions. To support this, Hawes, Mast and Swan

(1989) explain that customers should express their expectations and providers should

offer a service that is appropriate for a particular client in order to be effective. As a

result, if a customer is confident in purchasing services with a provider, it means they

believe in that service and will tell others about it (Oliver, 1999: Chow and Holden,

1997). Consequently, trust has a positive effect on customer loyalty, which helps and

improves businesses in the long-term (Dick and Basu, 1994; Lin and Wang, 2005).

Brand Image

Brand image is another element driver of customer loyalty that attracts both existing

and new customers (Andreassen and Lindestad, 1998: Kapferer, 2008). If to

individuals, service providers have a good brand image, it could attract more

customers who tend to be more loyal (Aydin and Ozer 2005; Nguyen and Leblanc,

2001). In addition, some researchers have noted that brand image can affect the

repurchasing of services by a customer and the customer may become loyal

(Reynolds, Darden and Marktin, 1974). According to Andreassen (1994) and

Kapferer (2008), brand image is a positive driver that leads to customer satisfaction

and loyalty. Certainly, brand image can have a potential effect on increasing

18
competitiveness for service providers. Therefore, understanding and improving brand

image are significant in creating customer loyalty (Keller, 2008: LeBlanc and

Nguyen, 1996).

Customer loyalty in the Internet service industry.

According to Edvardsson et al. (2000), in order to increase profits and performances,

customer loyalty has a strong positive effect on service providers. Customer loyalty in

the Internet service industry essentially derives from customer satisfaction with

products and services (Bruhn and Grund, 2000). A majority of service providers tend

to maintain loyal customers in order to gain profits and create a strong brand value.

Moreover, if service providers do not consider customer loyalty, it could influence

their competitive advantages in a highly competitive area. Hence, many Internet

service providers have been attempting to create good long-term relationships with

customers to ensure their customers become loyal (Oliver, 1999: Reichheld and Teal,

1996).

19
 CHAPTER 3

Research Methodology

Introduction

This chapter describes how the data was analyzed in order to test the hypotheses for

this research. Furthermore, this chapter will also present the research approaches,

research methods, data collection, sampling and method of analysis. Also, an ethical

approach is considered and will be reviewed at the end of this chapter.

3.1 Research Approaches

In order to explore the effect of customer loyalty in the Internet service industry in

Thailand, this research has extensively used textbooks, articles, journals and reports

as primary data to consider the development of Internet marketing. The Internet

service marketing has increasingly used customer loyalty as the main key to create

more customers and profits. As a result, Internet service providers have to consider

the effect of customer loyalty as their strategy in order to increase competitiveness.

This research focuses on the context of the Thai industry, because there are some

issues and new growth in the market. The secondary data presents the framework of

customer loyalty and also the situation of the Internet service market in Thailand,

which have been reviewed in several previous studies. The methodology used in this

research is quantitative and the data was collected using questionnaires.

The quantitative research method will conduct and analyze the data from the

respondents. The most common approach is to review the relationship between the

different independent variables and a dependent variable. The data will be described

as descriptive statistics and presented in table form. Moreover, the quantitative

research method will show determinants which affect customer loyalty and which

20
determinant is the most influential on customer loyalty in the context of the Thai

Internet service industry.

Reliability and Validity

Reliability can be defined as the consistency of a measure of variables. It can also be

shown as the acceptable level of stability and internal reliability (Neuman 2006;

Zikmund 2000). The questions in the questionnaire are all related to the factors,

which affect customer loyalty. If customer loyalty is affected by each determinant,

then they are likely to consider these factors in choosing appropriate service providers

and will almost certainly be loyal to that particular provider. Hence, the analysis of

the sample is likely to be reliable.

On the other hand, validity refers to the accuracy of indication, which can be

measured so as to meet the research objectives (Neuman, 2006; Zikmund, 2000). To

create a content of validity, the research questionnaire used was related to several

previous studies, but adapted for this study. Therefore, the questions were discussed

and tested on a group of respondents similar to the sample of this research. In

addition, the recommendations of many previous studies can also help to modify the

research in order to ensure that the results of the research are supposed to be

measured.

3.2 Research Method

To explore the research objectives as stated in the Chapter 1, a quantitative research

method was used and the results of the questionnaire completed by the respondents

who use the Internet in Thailand were analyzed. The first stage of the data collection

is to design the questions, which relate to the research questions and hypotheses

(Ticehurst & Veal 2000). The questionnaire was designed so that it was relevant to

21
the research question in Chapter 1. The design of the questions were also changed and

developed. The questions in the questionnaire were simple and easy to be understood

by any group of respondents. Also, each question was not too long to read, so the

respondents could not lose their interested in answering.

The survey was taken into the SurveyMonkey site ([Link]

At the beginning of the questionnaire, the survey purposes and objectives as well as

the name of the researcher and the institution represented were presented in order to

explain the main survey objectives to all respondents.

The questionnaire in this research was divided into three sections as shown in

Appendix 1, and it would take approximately 5 minutes to complete. The first section

enquired about the respondents’ demographics: gender, age, occupation and the level

of education. The second section was about the general characteristics of the

respondents, for instance, type of usage, Internet service provider used and how long

their usage with that Internet service provider was. This section can review the

experiences of the respondents with Internet service providers in Thailand. Some

questions in this section were opened-ended questions with blank spaces provided in

order to draw individual answers from the respondents. In the last section, the

respondents were asked their opinions using the Likert Scale. The responses to the

questions were based on the following five scale answers: (1 = Strongly Disagree, 2 =

Disagree, 3 = Natural, 4 = Agree, 5 = Strongly Agree). This section consisted of 27

questions and aimed to measure the effect of customer loyalty based on the

differences in determinants within the context of the Thai Internet service industry.

22
3.3 Data Collection

The data from the self-completed survey was collected from participants in Thailand.

Thailand was chosen as the representative country, because it has seen substantial

growth of Internet usage in practically every area of business. Moreover, in order for

Thai businesses to increase their profits and brand values they have seen the need to

take into consideration factors such as customer loyalty. As a result, the importance of

customer loyalty in the context of the Thai Internet service industry can lead to the

development of a marketing strategy for Internet service providers in the future. The

survey was conducted via the online survey service from the SurveyMonkey site

([Link] It was distributed to my friends via email, my

friends’ contacts and social media networks, such as, Facebook and Twitter. The

survey was conducted at the beginning of August and 261 completed questionnaires

were received in about two weeks.

3.4 Sampling

Sampling can be described as the process of choosing an adequate population

proportion, which will be a sample population for data analysis (Sekaran 2000). It is

important to use this sampling method to control the resource of targeted individuals,

which may be too large or not appropriate for a target group.

Target population

In this research, the target group is individuals, who use the Internet in Thailand as

individual customers, not corporate customers. In addition, the capital city of

Thailand (Bangkok) was also chosen to be a target location because a large number of

the Internet users can be found in this area.

23
Sample size

According to Zikmund (2000), sample size refers to the number of the population that

will complete the survey. It is important to consider the sample size of the survey. The

sample size should be large enough to answer the survey questions. In this research,

the questionnaire was answered by 261 respondents. However, there were 193

respondents completed all the questions in the survey. Therefore, the sample size of

this research was only 193 Internet users in Thailand.

3.5 Method of Analysis

Quantitative research presents data using statistics. To describe the data, a researcher

has to collect, edit and code the data from the results of the questionnaires, as well as

interpret the raw data into numerical data. The data will be collected and analyzed by

using the Statistical Package for the Social Sciences Program (SPSS). The program

aims to analyze the data in order to calculate the Arithmetic mean and Standard

Deviation (SD) for each question result. This process will check the ideas regarding

central tendency and frequencies of the data. Also, the program will test the results

with the hypotheses in terms of reliability and validity. The data analysis via the SPSS

program will describe the data as descriptive statistics. It will be presented as a

summary of the data in table form.

Analytical techniques

There are several techniques that can be used to analyze the data from different

approaches. This research will use the Factor analysis, Correlation coefficient and

multiple regression analysis. The Factor analysis measures all the determinants, which

affect customer loyalty in the context of the Thai Internet service industry. It will

analyze the data, which has several variables, as well as determine which determinant

is highly related to customer loyalty (Hair et al., 2006; Ticehurst and Veal, 2000).

24
Moreover, the research will use a multiple regression analysis approach to analyze the

relationship between many independent variables and a dependent variable. It will

identify and describe the simultaneous effects of different factors on customer loyalty.

3.6 Ethical Considerations

According to Polonski (2004), ethical considerations have become a significant issue

to researches. Ethics refer to the appropriateness of morally good conduct to

researches (Suanders et al., 2009). Therefore, every researcher should take ethical

issues into consideration when doing research. The data of this research was collected

via questionnaires. At the beginning of the survey, the research purposes and

objectives were presented to all respondents, giving them the option to accept or

refuse to respond to the questions in the questionnaire. Moreover, the questions were

not designed to ask individual names or information Thus, all respondents can ensure

that the questionnaire is protected and secured.

25
 CHAPTER 4

Findings and Discussions

Introduction

This chapter will evaluate the results of the data as well as provide an interpretation of

the research findings which are related to the effect of customer loyalty in the Thai

Internet service industry. The main objectives of this chapter are to answer the

research questions, as well as test the research hypotheses.

4.1 Data analysis of the respondents

The data collection methodology for this research was self-administered survey

questionnaires. It was taken during August 2012 in Thailand. There were 261

respondents who participated in the survey. The data of this research was analyzed by

using the Statistical Package for the Social Sciences program (SPSS). The program

also helped the researcher screens and tests the data before analysis. Hence, it was

ensured that the data was accurate enough to use. However, there were 68 respondents

who did not complete all the questions of the survey. As a result, the data collection in

this research utilized a completed 193 questions from those respondents who

completed all questions. Also, the eligible response rate for this study is 73.9 %

(193/261).

4.1.1 Demographic characteristic of the respondents

The demographic characteristics of the 193 respondents were classified into four

categories: gender, age, occupation and education. The frequency and percentage of

each demographic characteristic are also presented in Table 4.1

26
Table 4.1: Demographic characteristics of the respondents

Gender

Based on the results of the respondents, there is quite a large difference between the

genders, of which females comprise respondents are 125 or 64.8% of all the

respondents and there are 68 mal respondents which make up 35.2 % of the total

number of respondents. It means the number of female Internet users is higher than

the number of male users. Surprisingly, based on statistics Internet users in Thailand

shown by TrueHits (2011), the number of male Internet users in 2011 was slightly

higher than the number of female users. This research survey can conclude that the

popularity of female users shows a growing number interested in Internet usage.

27
Age

Of all 193 respondents, the group aged between 21 – 30 years was the largest number

that participated in the survey: 148 respondents or 76.7%. Also, the age range

between 31 – 40 years was the second largest group in this survey: 33 respondents or

17.1%. The remaining age group was not interested much in using the Internet.

Similarly, the teen age group and working age were the major groups who use the

Internet in Thailand (Thai National Statistical Office, 2008).

Occupation

In this survey, there were two occupation sectors, which are business owners and

private business employees made up a majority of the respondents, with 55 from each

sector or 28.5%. The second largest group was students. However, the survey of

TrueHits showed that the majority group, who used the Internet in 2011, was students

totaling 34.2% of the 87,920 respondents. (TrueHits, 2011)

Education (The highest level)

Table 4.1 also shows that a majority of the respondents have attained a bachelor’s

degree as their highest education level: 125 respondents or 64.8% of all the

respondents. While the second large group of the respondents has succeeded a

master’s degree as their highest education level: 28.5 % of the all respondents. In

addition, the remainders of the respondents have attained a high school level, diploma

level, doctoral degree and other education level: just only 13 respondents of this

survey. Unsurprisingly, the survey from Nectec in 2007 showed that the largest

number of Internet users in Thailand was a master’s degree graduates (The Thai

National Statistical Office 2008).

28
4.1.2 General characteristics of the respondents

The general characteristics section was completed by 193 respondents, and also

classified into five categories of type of usage: current Internet service provider,

period of time, most common places of usage and factor considerations of Internet

users. The frequency and percentage of the respondents’ experiences with an Internet

service provider were also included in Table 4.2

Table 4.2: General characteristics of the respondents

Type of usage

The results of the respondents who use personal Internet connection were a very large

amount: 127 or 65.8% of all the respondents. It means the Internet networks in

29
Thailand have expanded and are used in many places. Also, individuals prefer to use

their personal Internet connection, rather than a corporate Internet connection,

because of prices. There were 56 respondents in this survey that use both a personal

Internet and a corporate Internet.

Current Internet service providers

Table 4.2 indicates that nearly half of all the respondents use True Internet as their

current Internet service provider. Furthermore, Triple T Broadband (3BB) service

provider was used by 58 respondents or 30.1% of all respondents in this survey,

followed by 26.4% using TOT and 8.3 % using TT&T. This question could conclude

that the new Internet service provider like Triple T Broadband Company, which was

only established in 2008, has been growing rapidly in the Thai Internet market.

(Triple T Broadband, 2008)

Period of time

This survey also presents the period of time that the respondents had used their

current Internet. The largest number of respondents (71 respondents or 36.8%), have

used their particular Internet service provider for 2-3 years. Moreover, there were

29% of all the respondents that had been with the current Internet service provider for

1 – 2 years. Significantly, 49 respondents or 25.4% of this sample had used their

current Internet service providers for more than 3 years. It reflects that most

respondents had used and been with their current Internet service providers more than

2 years.

30
Most usage places

In this question, the respondents were asked where they most often use the Internet

and they could choose the answer more than one choices. Thus, the result of this

survey points that home was the most common place of usage for 175 respondents,

followed by the workplace with a total of 105 respondents or 54.4%. In addition,

education places, cafés or restaurants, transportation and general public places were

also the usual places of usage for 118 respondents.

Factor considerations of Internet users

The respondents were asked using a ranking scale about factors, which are considered

when choosing an Internet service provider. As Table 4.2 shows, the most important

factor that was considered by the respondent is support after sale: 79 respondents or

40.9%. Furthermore, there was the customer service factor, which was also

considered by 38 respondents (19.7%). Moreover, speed and network quality were not

of much interest to the respondents in this survey. It might be due to the fact that,

recently, within the Thai Internet service industry, several Internet service providers

do not have much difference between them in speed and network quality. Therefore,

clients need to be more interested in other factors, such as, support, promotion and

pricing as shown in this survey.

4.1.3 Descriptive analysis of data

In this research, there are 11 variables that have to be analyzed, which are Tangible,

Reliability, Responsiveness, Assurance, Empathy, Pricing, Switching cost, Trust,

Brand image, Customer satisfaction and Customer loyalty. Customer loyalty is

measured by each of the 11 variables through the questionnaire used in this research.

Also, there are 11 composite variables that were created by taking an average across

31
the questions in section 3. For instance, the composite variable, ‘Tangible’, was

generated from the mean score across two individual questions 1 and 4 in section 3.

The remainder composite variables of this research were generated and shown in

Table 4.3. The validity and reliability were also analyzed in this chapter of the

research.

Table 4.3: Questions related to each composite variable

The descriptive analysis of data aims to summarize the data collected for analysis, in

order to present a minimum, maximum, mean, standard deviation and variance in

each question (Zikmund, 2003). These scores can also show the value of each

variable. Moreover, the data for descriptive analysis was generated from the questions

32
in section 3 of the survey. A Likert-type scale was used as responses to the questions

asked in order to measure the composite variables of each question.

Table 4.4 presents the scores of each question, which show that the mean score of the

descriptive statistics of this research was between 3.3031 and 3.5984, followed by the

standard deviation scores, which were between 0.71553 and 0.87224 as well as the

variance scores which were between 0.512 and 0.761 for composite variables of each

question.

Table 4.4: Descriptive statistics of research variables

4.2 Factor analysis

Factor analysis is a statistical technique used to combine information from several

variables. The purpose of factor analysis is to investigate whether a large number of

variables are related to a smaller number of factors (Hair et al., 2006). The factor

analysis of this research was analyzed and shown as separated variables, which was

conducted from the question items of the questionnaire. Also, the validity and

reliability tests were analyzed with each variable shown in tables below.

33
Tangible

Table 4.5: Factors analysis of variable 'Tangible'

Table 4.5 shows that question 1 and 4 in section 3 of the questionnaire had the same

amount of factor values, which were 0.739. Both of these two question items had a

factor value of more than 0.5. As a result, this ‘Tangible’ variable was considered in

the validity and reliability test as shown in Table 4.6. In addition, the eigenvalue was

1.478, accounting for 73.907% of the variance in this variable.

Table 4.6: Validity and reliability test of variable 'Tangible'

Based on Table 4.27, the overall Cronbach’s Alpha value of this variable was 0.647,

which is less than 0.70 and not acceptable as a reliability value. Also, the corrected

item-total correlation was lower than 0.5, but not a very large difference. However,

the reliability value was very close to 0.70, which is the acceptable range as well as

the corrected item-total correlation was also close to the acceptable level. As a result,

the tangible factor can be acceptable according to the analysis (Hair et al., 1998).

34
Reliability

Table 4.7: Factor analysis of variable 'Reliability'

Table 4.7 shows that all these three question items in section 3 of questionnaire had

factor values of more than 0.5, as a result, this ‘Reliability’ variable was considered in

the validity and reliability test as shown in Table 4.8. In addition, the eigenvalue was

1.200, accounting for 71.682 % of the variance in this variable.

Table 4.8: Validity and reliability test of variable 'Reliability'

Based on Table 4.27, the overall Cronbach’s Alpha value of this variable was 0.801,

which was good because it was above 0.8 as a good reliability value. Also, all the

corrected item-total correlation values were more than 0.5. Therefore, the reliability

factor is reliable and can be acceptable according to the analysis (Hair et al., 1998).

35
Responsiveness

Table 4.9: Factor analysis of variable 'Responsiveness'

Table 4.9 shows questions 2 and 12 in section 3 of the questionnaire had the same

amount of factor values, which were 0.757. Both of these question items had a factor

value of more than 0.5. Thus, this ‘Responsiveness’ variable was considered in the

validity and reliability test as shown in Table 4.10. In addition, the eigenvalue was

1.514, accounting for 75.704% of the variance in this variable.

Table 4.10: Validity and reliability test of variable 'Responsiveness'

Based on Table 4.27, the overall Cronbach’s Alpha value of this variable was 0.678,

which is less than 0.70 and not acceptable in the reliability value. However, the

reliability value was very close to 0.70, which is the acceptable range. Moreover, the

corrected item-total correlation was higher than 0.5. Consequently, the responsiveness

factor can be acceptable according to the analysis (Hair et al., 1998).

36
Assurance

Table 4.11: Factor analysis of variable 'Assurance'

Table 4.11 indicates that all these four questions in section 3 of the questionnaire had

a factor value more than 0.5. Consequently, this ‘Assurance’ variable was considered

in the validity and reliability test as shown in Table 4.12. In addition, the eigenvalue

was 2.724, accounting for 68.102% of the variance in this variable.

Table 4.12: Validity and reliability test of variable 'Assurance'

Based on Table 4.27, the overall Cronbach’s Alpha value of this variable was 0.842,

which was good because it was above 0.8 and can be acceptable in the reliability

value. Also, all the corrected item-total correlation values were high, more than 0.5.

Therefore, the assurance factor is reliable and can be acceptable according to the

analysis (Hair et al., 1998).

37
Empathy

Table 4.13: Factor analysis of variable 'Empathy'

Table 4.13 indicates that questions 3 and 5 in section 3 of the questionnaire had the

same amount of factor value, which was 0.785. Both of these question items had a

factor value of more than 0.5. Therefore, this ‘Empathy’ variable was considered in

the validity and reliability test as shown in Table 4.14. Moreover, the eigenvalue was

1.570, accounting for 78.52% of the variance in this variable.

Table 4.14: Validity and reliability test of variable 'Empathy'

Based on Table 4.27, the overall Cronbach’s Alph a value of this variable was

0.726, which is higher than 0.70 and to be acceptable as a reliability value. Also, the

corrected item-total correlation was more than 0.5. Therefore, the empathy factor can

be acceptable according to the analysis (Hair et al., 1998).

38
Pricing

Table 4.15: Factor analysis of variable 'Pricing'

Table 4.15 shows that questions 20 and 21 in section 3 of the questionnaire had the

same amount of factor value, which were very high by 0.849. Both of these questions

had a factor value more than 0.5. Thus, this ‘Pricing’ variable was considered in the

validity and reliability test as shown in Table 4.16. In addition, the eigenvalue was

1.698, accounting for 84.885% of the variance in this variable.

Table 4.16: Validity and reliability test of variable 'Pricing'

Based on Table 4.27, the overall Cronbach’s Alpha value of this variable was 0.817,

which is higher than 0.70 and to be acceptable in the reliability value. Also, the

corrected item-total correlation was more than 0.5. As a result, the pricing factor can

be acceptable according to the analysis (Hair et al., 1998).

39
Switching Cost

Table 4.17: Factor analysis of variable 'Switching Cost'

Table 4.17 indicates that questions 18 and 19 in section 3 of the questionnaire had the

same amount of factor value, which was 0.73. Both questions had a factor value more

than 0.5. Therefore, this ‘Switching Cost’ variable was considered in the validity and

reliability test as shown in Table 4.18. Moreover, the eigenvalue was 1.461,

accounting for 73.035 p% of the variance in this variable.

Table 4.18: Validity and reliability test of variable 'Switching Cost'

Based on Table 4.27, the overall Cronbach’s Alpha value of this variable was 0.630,

which is less than 0.70 and not acceptable in the reliability value. Also, the corrected

item-total correlation was lower than 0.5 but not very large different. However, the

reliability value was very close to 0.70, which is the acceptable range as well as the

corrected item-total correlation was very close to the acceptable level. As a result, the

switching cost factor can be acceptable according to the analysis (Hair et al., 1998).

40
Trust

Table 4.19: Factor analysis of variable 'Trust'

Table 4.19 indicates that all these three questions in section 3 of the questionnaire had

a factor value of more than 0.5. Consequently, this ‘Trust’ variable was considered in

the validity and reliability test as shown in Table 4.20. Moreover, the eigenvalue was

2.091, accounting for 69.705 % of the variance in this variable.

Table 4.20: Validity and reliability test of variable 'Trust'

Based on Table 4.27, the overall Cronbach’s Alpha value of this variable was 0.780,

which was presented as an acceptable reliability, because it was more than 0.7. Also,

all the corrected item-total correlation values were more than 0.5. So, the trust factor

is reliable and can be acceptable according to the analysis (Hair et al., 1998).

41
Brand Image

Table 4.21: Factor analysis of variable 'Brand Image'

Table 4.21 indicates that questions 9 and 14 in section 3 of the questionnaire had the

same amount of factor value, which was 0.818. Both questions had a factor value of

more than 0.5. Therefore, this ‘Brand Image’ variable was considered in the validity

and reliability test as shown in Table 4.22. Also, the eigenvalue was 1.637,

accounting for 81.828 % of the variance in this variable.

Table 4.22: Validity and reliability test of variable 'Brand Image'

Based on Table 4.27, the overall Cronbach’s Alpha value of this variable was 0.774,

which is higher than 0.70 and an acceptable reliability. Also, the corrected item-total

correlation was higher than 0.5. Consequently, the brand image factor can be

acceptable according to the analysis (Hair et al., 1998).

42
Customer Satisfaction

Table 4.23: Factor analysis of variable 'Customer Satisfaction'

Table 4.23 shows that questions 23 and 24 in section 3 of the questionnaire had the

same amount of factor value, which were very high by 0.879. Both question had a

factor value of more than 0.5. Thus, this ‘Customer Satisfaction’ variable was

considered in the validity and reliability test as shown in Table 4.24. Additionally, the

eigenvalue was 1.758, accounting for 87.911% of the variance in this variable.

Table 4.24: Validity and reliability test of variable 'Customer Satisfaction'

Based on Table 4.27, the overall Cronbach’s Alpha value of this variable was 0.862,

which is higher than 0.70 and to be acceptable in the reliability value. Also, the

corrected item-total correlation was more than 0.5. As a result, the customer

satisfaction factor can be acceptable according to the analysis (Hair et al., 1998).

43
Customer loyalty

Table 4.25: Factor analysis of variable 'Customer Loyalty'

All three questions in section 3 of the questionnaire that are presented in Table 4.25

had very high factor values, which were more than 0.5. As a result, this ‘Customer

Loyalty’ variable was considered in the validity and reliability test as shown in Table

4.26. In addition, the eigenvalue was 2.548, accounting for 84.922% of the variance in

this variable.

Table 4.26: Validity and reliability test of variable 'Customer Loyalty'

Based on Table 4.27, the overall Cronbach’s Alpha value of this variable was 0.910,

which was very good reliability value. Also, all the corrected item-total correlation

values were very high, more than 0.5 the acceptable level. As a result, the customer

loyalty factor is reliable and can be acceptable according to the analysis (Hair et al.,

1998).

44
Table 4.27: Overall Cronbach's Alpha values with composite variables

According to Table 4.27, Reliability, Assurance, Pricing, Customer Satisfaction and

Customer loyalty composite variables were very high values of overall Cronbach’s

Alpha and good reliability. In addition, Empathy, Trust and Brand Image composite

variables were more than 0.7 and also acceptable reliability. Moreover, the overall

Cronbach’s Alpha values of Tangible, Responsiveness and Switching Cost composite

variables were very close to the acceptable level (0.7). Therefore, these three

composite variables were considered reliable. Also, the factor analysis can prove that

all the factors influence customer loyalty and it can be analyzed in further analyzes

for this research.

4.3 Multiple Regression Analysis

(Hair et al. 2006) Multiple regressions analysis is another technique used to measure

and analyze the relationship between many independent variables and a dependent

variable. There are two relationships that were considered in this research in order to

examine the effect of customer satisfaction and loyalty. The first relationship was

between 9 independent variables (Tangible, Reliability, Responsiveness, Assurance,

45
Empathy, Pricing, Switching cost, Trust and Brand image) and customer satisfaction.

The second relationship was these 10 independent variables, including customer

satisfaction and customer loyalty. Based on the literature review in Chapter 2, it was

noted that the effect of these two issues could be examined.

However, it is important to screen the variable values before entering to the analysis.

Because, the values that change from a distribution may cause some errors while

calculating statistics. To prevent this issue, the variables should be screened and

tested before analyzing by Skewness and Kurtosis. The Skewness and Kurtosis test

aims to screen variables for the distributions in order to examine several variables and

the distribution frame (Tabachnick & Fidell, 2007).

For this research, Skewness and Kurtosis test was used for screening the variables

before doing the multiple regression analysis. It was also to ensure that the

distribution of the variables is ‘Normal’. Skewness and Kurtosis value of each

variable was shown as Table 4.28 below.

Table 4.28: Skewness and Kurtosis value of variables

46
As table 4.28, there are 11 variables, which were tested by Skewness and Kurtosis.

The Z-score values of each variable in Skewness and Kurtosis are calculated from

Skewness or Kurtosis statistic values divide by standard error values. If the Z-scores

value is greater than the absolute value, that variable will have to be applied to a

square root transformation to prevent the problem of distribution in the further

analysis. According to Schinka A. J. and W. F. Velicer (2003), an absolute value is

based on a sample of research. If the sample of research is more than 100, the

absolute value will be 3.3 or higher. Thus, the sample of this research is 193; the

absolute value should be more than 3.3.

In this research, the Z-score values of all variables were higher than 3.3 (absolute

value). Hence, these variables are now ready to analyze in the multiple regression

analysis.

4.3.1 Determinants effect of customer satisfaction in the context of Thai Internet

service industry

The nine independent variables of tangible, reliability, responsiveness, assurance,

empathy, pricing, switching cost, trust and brand image and customer satisfaction

dependent variable was analyzed in this research by multiple regression analysis to

examine the relationship between these independent variables and customer

satisfaction. Table 4.29 presents that all the independent variables, excluded brand

image were found to relate with customer satisfaction. For instance, the values of

tangible were sri2 = 0.5242 = 0.274, t = 8.504 and its Sig. value was 0.000 (p<0.05), as

a result, tangible variable was found to likely relate with customer satisfaction

dependent variable. Nevertheless, brand image independent value was not found to

relate with customer satisfaction (Sig. value was 0.860, p>0.05). This analysis shows

47
that trust and assurance are highly significant determinants influencing customer

satisfaction in the Thai Internet service industry.

Table 4.29: Multiple regression analysis for the effect of customer satisfaction

4.3.2 Determinants effect of customer loyalty in the context of Thai Internet service

industry

In this analysis, customer satisfaction was included with the independent variables to

examine the effect of customer loyalty. Table 4.30 presents that all the independent

variables, excluded brand image were found to relate with customer loyalty. For

example, the values of assurance were sri2 = 0.6262 = 0.391, t = 11.081 and its Sig.

value was 0.000 (p<0.05), as a result, assurance variable was found to likely relate

with customer loyalty dependent variable. Nevertheless, brand image independent

value was not found to relate with customer loyalty (Sig. value was 0.678, p>0.05). In

addition, customer satisfaction is the most significant determinant influencing

customer loyalty in the Thai Internet service industry.

48
Table 4.30: Multiple regression analysis for the effect of customer loyalty

4.4 Hypotheses Testing

The hypothesis testing was the final method to determine the idea of this research,

which is about the effect of customer loyalty. The results of hypotheses testing were

analyzed and presented in Table 4.31.

Table 4.31: Summary results of hypotheses testing

49
H1: Tangible of service quality has a positive effect on customer loyalty

The result of tangible independent variable in Table 4.31 was indicated that there is a

positive effect of tangible on customer loyalty at 0.000 (p<0.05). As a result, the

hypothesis 1 was accepted. In other word, tangible has a positive effect on customer

loyalty in Thai Internet service industry.

H2: Reliability of service quality has a positive effect on customer loyalty

The result of reliability independent variable in Table 4.31 was indicated that there is

a positive effect of reliability on customer loyalty at 0.000 (p<0.05). As a result, the

hypothesis 2 was accepted. In other word, reliability has a positive effect on customer

loyalty in Thai Internet service industry.

H3: Responsiveness of service quality has a positive effect on customer loyalty

The result of responsiveness independent variable in Table 4.31 was indicated that

there is a positive effect of responsiveness on customer loyalty at 0.000 (p<0.05). As a

result, the hypothesis 3 was accepted. In other word, responsiveness has a positive

effect on customer loyalty in Thai Internet service industry.

H4: Assurance of service quality has a positive effect on customer loyalty

The result of assurance independent variable in Table 4.31 was indicated that there is

a positive effect of assurance on customer loyalty at 0.000 (p<0.05). As a result, the

hypothesis 4 was accepted. In other word, assurance has a positive effect on customer

loyalty in Thai Internet service industry.

50
H5: Empathy of service quality has a positive effect on customer loyalty

The result of empathy independent variable in Table 4.31 was indicated that there is a

positive effect of empathy on customer loyalty at 0.000 (p<0.05). As a result, the

hypothesis 5 was accepted. In other word, empathy has a positive effect on customer

loyalty in Thai Internet service industry.

H6: Price perception is positively related to customer loyalty

The result of pricing independent variable in Table 4.31 was indicated that there is a

positive effect of pricing on customer loyalty at 0.000 (p<0.05). As a result, the

hypothesis 6 was accepted. In other word, price perception is positively related to

customer loyalty in Thai Internet service industry.

H7: Perceived switching cost is positively related to customer loyalty

The result of switching cost independent variable in Table 4.31 was indicated that

there is a positive effect of switching cost on customer loyalty at 0.000 (p<0.05). As a

result, the hypothesis 7 was accepted. In other word, perceived switching cost is

positively related to customer loyalty in Thai Internet service industry.

H8: Perceived trust is positively related to customer loyalty

The result of trust independent variable in Table 4.31 was indicated that there is a

positive effect of trust on customer loyalty at 0.000 (p<0.05). As a result, the

hypothesis 8 was accepted. In other word, perceived trust is positively related to

customer loyalty in Thai Internet service industry.

51
H9: Perceived brand image is positively related to customer loyalty

The result of brand image independent variable in Table 4.31 was indicated that there

is a negative effect of brand image on customer loyalty at 0.678 (p>0.05). As a result,

the hypothesis 9 was rejected. In other word, perceived brand image is not related to

customer loyalty in Thai Internet service industry.

52
 CHAPTER 5

Conclusions and Recommendations

Introduction

The final chapter will discuss the implications and conclusions of the research. The

limitations of this research and recommendation for further study are also presented.

The implication of the study is to answer the research objectives and questions based

on the results of the findings. It will also draw on the analyzed hypotheses and

compare it with the literature review of this research. Then, this chapter will

demonstrate the limitations that the research has found and provide some suggestion,

which may be useful for further research.

5.1 Implication of the study

The findings of this research show that service quality, which has tangible, reliability,

responsiveness, assurance and empathy, pricing, switching cost and trust have

positive effects on customer loyalty, particularly with reference to the Thai Internet

service industry. The research questions of this research, which are based on the

literature review, are revealed and supported by the results of this research. The result

of this research can answer the research questions presented below.

- What are the significant determinants, which affect customer loyalty in the

Internet service industry in Thailand?

As the results of this research have shown, tangible, reliability, responsiveness,

assurance, empathy, pricing, switching cost and trust are significant determinants

which positively affect customer loyalty in the Internet service industry in Thailand.

53
As Fornell and Lehmann (1994) have noted service quality, which includes factors

such as tangible, reliability, responsiveness, assurance and empathy, influence

customer loyalty. Also, pricing (Kollmann, 2000), switching costs (Boulding et al.,

1993; Caruana, 2003) and trust (Aydin and Ozer 2005) can influence customer

loyalty. Therefore, the literature review is supported by the results of this research.

- What are the relationships between customer loyalty and its determinants in

the Internet service industry in Thailand?

Based on the results of multiple regression analysis, it can be described that tangible,

reliability, responsiveness, assurance, empathy, pricing, switching costs, trust and as

well as customer satisfaction are related to customer loyalty. In addition, trust has the

most important association with customer loyalty, because trust has the highest

standardized coefficients beta value in the results of analysis. However, this research

has shown that in the Thai Internet service provider market, the impact of brand

image is not significantly related to customer loyalty. This suggests that Internet

service providers in Thailand have not much interest in creating their brand images

with a view to retaining customers.

According to Parasuraman et al., (1985), many previous researchers have claimed that

service quality, pricing, switching cost and trust are connected with customer loyalty

and have an influence on customer satisfaction, including loyalty. Hence, the existing

literature is also supported by the findings of this research.

- Is there any relationship between customer satisfaction and customer loyalty

in the Internet service industry in Thailand?

54
There is a significant relationship between customer satisfaction and loyalty in the

Internet service industry in Thailand. As the results of multiple regression analysis

have shown, customer satisfaction was included in the independent variables to

measure the relationship with customer loyalty. Customer satisfaction is the most

important connection with customer loyalty as indicated in Table 4.30. It showed the

highest standardized coefficients beta value in the analysis results. Moreover, the

findings support the literature review, which demonstrated that customer satisfaction

has a positive relationship with customer loyalty (Anderson et al., 1994: Smith et al.,

1999).

5.2 Conclusion

In conclusion, this research found that the Internet service providers in Thailand

should consider the effect of customer loyalty and the determinants that affect

customer loyalty in order to retain existing customers and create new ones. Because

customer loyalty has a strong positive effect on Internet service providers and derives

from customer satisfaction with products and services (Bruhn and Grund, 2000). In

addition, customer loyalty can be a significant factor that helps to develop and

improve companies’ performances as well as increase profits in the long-term. The

findings of this research show Internet service providers, the factors that influence

customer loyalty. This research has also proposed and justified the theoretical

framework to explain customer loyalty in the particular, in the context of the Thai

Internet service industry. Moreover, the research objectives and questions were

answered and supported by the results of the study.

5.3 Limitation and recommendation for further research

There are several limitations in this research; however, the limitations may be useful

for further research. First of all, there are other factors that influence customer loyalty,

55
but were not analyzed in this research, for example, promotion, market share and

commitment. Therefore, other factors that effect customer loyalty should be

considered in further studies.

Secondly, the data of this research was collected only in Thailand and in particular,

from the business-to-customer Internet area. As a result, the findings of this research

could not be generalized to other user groups or Internet markets, such as business-to-

business and online businesses. Further research may explore and analyze in other

specific markets and countries.

Thirdly, switching barriers was analyzed as a switching cost factor in this research.

Nevertheless, Oliver (1999) demonstrates that switching barriers can be one main

factor, which is likely to keep customers loyal to a brand. Hence, switching barriers

should be analyzed and its importance explored in order to create customer

satisfaction or loyalty in further researches.

Moreover, it would be useful for Internet service providers to explore what are the

reasons for customers’ loyalty or disloyalty. If these reasons are considered, it could

help and direct Internet service providers to develop their marketing strategies in the

future.

56
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 Appendices

Appendix 1: Survey Questionnaire

Dear Participants,

I am Saruta Tangjai, MBA student at the University of Roehampton. I am currently

undertaking a research to investigate the effect of customer satisfaction and switching
barriers toward customer loyalty among the Internet service providers in Thailand.

I would be very grateful if you could participate my study by completing these

following questions. The survey will take approximately 5 minutes to complete.

Thank you so much for your time and assistance.

Saruta Tangjai
MBA student
University of Roehampton, United Kingdom

Section 1 - Demographics Characteristics

1. What is your gender?

Female
Male
2. What is your age group?
20 and below
21 - 30
31 - 40
41 - 50
50 and above

3. What is your occupation?

Student
Government sector
Self-Employed or Business owner

63
Private business sector
Other (please specify) ……………………….

4. What is your highest level of education?

High School
Diploma
Bachelor Degree
Master Degree
Doctoral Degree
Other (please specify) ……………………….

Section 2 : General Characteristics

5. What type of Internet do you use?

Personal (ADSL or individual Internet)
Business (Corporate Internet)
Both
6. Which Internet service provider do you use? (You can choose more than one
company)
True
Triple T Broadband (3BB)
TT&T
TOT
CAT Telecom
Other (please specify) ……………………….

7. How long have you been using this Internet company?

Less than 1 year
1 – 2 years
2 – 3 years
More than 3 years (please specify) ……………………….

64
8. Please indicate where do you most often use the Internet? (You can tick more
than one answer)
Home
Workplace
School or college or university
Cafe' or restaurant
Car or any transportation
General public places
9. Please indicate your ranking of factors to be considered for choosing the
Internet service provider?
Speed
Network Quality
Price
Brand Image
Customer Service
Support after sale
Promotions

Section 3 : Factors Analysis

10. Please tick the answer, which closely matches with your opinion.

(1) Strongly Disagree

(2) Disagree

(3) Natural

(4) Agree

(5) Strongly Agree

10.1 The Internet company has modern tools and perspectives

10.2 The staff are willing to help customers

65
10.3 The staff have service-mind to customers

10.4 The staff are always polite and courteous

10.5 The Internet company takes attention to customers

10.6 When the Internet company promises to do things at a certain time, they will do

10.7 When I have problems with my Internet, the company will show sincere to fix it

10.8 The Internet company is dependable

10.9 The Internet company has a good reputation

10.10 I can trust staff of this Internet company and their Information

10.11 I feel this Internet company would provide me with good services

10.12 The staff are never too lazy to respond my requests

10.13 The staff have good knowledge to answer me

10.14 I have always had a good impression of my current Internet service provider

10.15 I have complete trust in doing business with this service provider

10.16 I feel safe to do a business with this Internet company

10.17 I believe if there are any conditions change, they will be ready to help me

10.18 The Internet company offers me a good plan and its responds my need

10.19 It will take too much time to get Information I need to feel comfortable if I

change the company

10.20 The Internet company offers me value of money

66
10.21 The Internet company gives me good services with the price

10.22 My current Internet company meet my needs and expectations.

10.23 I think I satisfy enough to join this company

10.24 Overall, I am happy to use my current Internet company

10.25 If I had to do it in the future, I would still choose to use this Internet company

10.26 I would recommend this Internet company to my friends and others

10.27 I will continue to use this Internet company

67