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THE EFFECT OF PERCEIVED VALUE, TECHNOLOGY ACCEPTANCE, AND E-SERVICE QUALITY ON CUSTOMER SATISFACTION AND SERVICE LOYALTY FOR INSTANT MESSAGE PROVIDERS BUSINESS |
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| รหัสดีโอไอ | |
| Creator | Zhixi Li |
| Title | THE EFFECT OF PERCEIVED VALUE, TECHNOLOGY ACCEPTANCE, AND E-SERVICE QUALITY ON CUSTOMER SATISFACTION AND SERVICE LOYALTY FOR INSTANT MESSAGE PROVIDERS BUSINESS |
| Contributor | Phusit Wonglorsaichon |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2558 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 7 |
| Journal No. | 2 |
| Page no. | 137-160 |
| Keyword | mobile instant message, customer satisfaction, service loyalty |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | Thailand is the second-fastest growing smartphone market in the ASEAN region, mobile instant message (MIM) services have been widely adopted in Thailand. Although previous research are extensive on the adoption of mobile services industry, only few focus on customer satisfaction and loyalty to MIM in Thailand. This research use simple random sampling to choose four places (Si Lom, Sutthisan, PhahonYothin and Lardprao) in Bangkok, and use accidental sampling to choose the respondents who use the MIM. A total of 430 respondents answered the questionnaires. Data analysis was using descriptive statistic, multiple regressions and factor analysis. This research found that perceived value, technology acceptance, and e-service quality has the positive significant effect on customer satisfaction and service loyalty; functional value is seen to be a major driver of customer satisfaction. Additionally, this research find that nationality and behavioral of MIM usage, have difference in the objective of use. The result of this research showed that MIM provider should develop and provide more functional value in MIM, to let customers got more value from the function through use them product and service. Consider the finds of behavior and nationality of respondents, most of Chinese respondent use MIM for social communication, and Thai respondent use MIM for both social communication and work. MIM provider should pay more attention on different nationality customer's needs. |
