Factors that Impact Customer Satisfaction : Evidence from the Thailand Mobile Cellular Network Industry

Retaining current customers is one of the key success factors to survive in the mature market of the mobile cellular network industry in Thailand. The aim of this study is to identify key success factors of this industry. Adult users of mobile cellular networks are interviewed. The results from the multiple regression analysis show that from the mobile service perspective, the customer values network quality,emotional value, promotional value, quality of service at shops and quality of call center service. From a more holistic perspective, corporate image plays a significant role in enhancing customer satisfaction with mobile cellular networks in Thailand