Antecedents and Consequence of Affecting the Satisfaction Customers : A Case Study of Mobile Network Services in Songkhla Province
Keywords:
Service Quality, Lifestyle, Satisfaction, LoyaltyAbstract
The research aimed to investigate the affecting of service quality namely tangibles, reliability, responsiveness, assurance, and empathy. Moreover, study the effect of lifestyle on customer satisfaction and the influence of customer satisfaction on customer loyalty. The sample included 400 customers in Songkhla province who have been using mobile phone network services using the accidental sampling method. A questionnaire was utilized as well as data analysis comprising 1) basic statistics using SPSS program, and 2) the relationship between variables using the Partial Least Squares Structural Equation Modelling (PLS-SEM). The results showed that tangibles, responsiveness, empathy, and lifestyles are the key factors affecting customer satisfaction and customer satisfaction has a positive effect on customer loyalty toward continue using the mobile phone network services in Songkhla province.
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