Satisfaction Towards Marketing Mix, Customer Relationship Management and 4G Service Using Behavior on True Move H Network in Bangkok

Abstract

           The objectives of this research are to 1) study the characteristics influential to the behaviors of using 4G services on the mobile network in Bangkok, 2) study the relationship between the satisfactions in the marketing mix and the behaviors of using 4G service on the mobile network in Bangkok and 3) study the relationship between the management of customer service and the behaviors of using 4G service on the mobile network in Bangkok. The samples in this research are 400 consumers who uses 4G service on the mobile network in 10 districts of Bangkok. The questionnaires were used to collect the data. The statistics used for data analysis are frequency, percentage, mean, standard deviation, t-test, one-way ANOVA and Pearson’s correlation coefficient analysis by the social scientific software. The research findings revealed that the most customers who used 4G services on True Move network were female, aged 20-24 years, were single, having a bachelor’s degree, working as a student/university student and earning from 25,001 to 35,000 baht per month. In addition, the overall factors on the marketing mix and the management of customer service were at a high level. As the hypothesis test, it indicated that the customers with different genders, ages, occupations and salaries had the different behaviors of using 4G services on the mobile network in Bangkok at the statistically significant level of .05, and the factors on satisfaction in the marketing mix (the aspect of product, the aspect of price, the aspect of distribution channel and the aspect of marketing promotion) were related to the behaviors of using 4G services on the mobile network in Bangkok at the statistically significant level of .05. Moreover, the factors on the aspect of customer service (the aspect of maintaining customers, the aspect of receiving customer’s opinions, the aspect of recommended useful services, the aspect of communication with customers and the aspect of servicing channel) were related to the behaviors of using 4G service on the mobile network in Bangkok at the statistically significant level of .05 –they would still use the services in the future. The aspect of building up the relationship, the aspect of maintaining customers, the aspect of receiving customer’s opinions and the aspect of communication with customers were related to the act of recommending acquaintances to use the service at the statistically significant level of .05.