Service Marketing Mix Factors Associated with Customer Loyalty to a Use Mobile Phone Network Service

Abstract

The objectives of this survey research were to 1) study personal characteristic factors in terms of gender, age, occupation, education level and monthly income affecting customer loyalty to use a mobile phone network service, and 2) study the relationship between service marketing mix factors and customer loyalty to use a mobile phone network service. A sample of 450 customers using the monthly payment mobile phone network service of Advanced Info Service PLC. was studied. Questionnaires were used for data collection. Descriptive statistics and inferential statistics consisting of Independent samples t-test, One-way ANOVA and Pearson correlation coefficient were employed for hypotheses testing. The results indicated that different personal characteristic factors in terms of gender, age, occupation, education level and monthly income did not have an effect on overall customer loyalty. However, there was only monthly income that had an effect on customer’s affective loyalty. In addition, service marketing mix factors in terms of physical evidence; service process; promotion and price had a highly positive relationship with customer loyalty to use a mobile phone network service.