Report Final

Customer Satisfaction Research:
How to Delight Our Customers
Company: True Move

MKT4855 Research in Marketing
Term: 2/2012
Section 403
Submitted to A. Nitipan Ratanasawetwad
11-Mar-13
Group: 8A
We certified that the attached assignment/report is our own work and that all materials
drawn from other sources have been fully acknowledged.
Martin de Tours School of Management and Economics

Department of Marketing
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MKT4855
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403
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8A
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Customer Statisfaction research: How to delight your customer
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5110588
Chayakarn Ruangsangrob
Date
11/03/2013
5115733
Saharat Pholcharoen
11/03/2013
5213942
Nannapat Akkarawattanakul
11/03/2013
5238360
Vo Thi Quynh Thy
11/03/2013
5238371
Nguyen Thu Thao
11/03/2013
5238377
Khanh Ly Mai
11/03/2013
5245115
Panjaphol Moovoravit
11/03/2013
5313484
Sananporn Punyaratpukdee
11/03/2013
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Table of Content
Contents
GROUP ACKNOWLEDGEMENT FORM...................................................................... I

GROUP PROFILE ............................................................................................................. II
TABLE OF CONTENT ..................................................................................................... V
CHAPTER 1: INTRODUCTION ...................................................................................... 1
1. BACKGROUND OF THE STUDY .................................................................................................................... 1
2. RESEARCH PROBLEMS................................................................................................................................ 1
a. Management Decision Problems .......................................................................................................... 1
b. Marketing Research Problems .............................................................................................................. 1
3. RESEARCH OBJECTIVES ............................................................................................................................. 2
4. RESEARCH QUESTIONS .............................................................................................................................. 2
5. ORGANIZATION OF THE REMAINING CHAPTERS ......................................................................................... 3
CHAPTER 2: LITERATURE REVIEW .......................................................................... 4

1. BRIEF INTRODUCTION ................................................................................................................................ 4
2. REVIEW OF THEORETICAL FOUNDATIONS .................................................................................................. 4
a. Importance Performance Analysis (IPA) .............................................................................................. 4
b. KANOs Model ..................................................................................................................................... 6
3. EXTENSIVE REVIEW LITERATURE ON KEY VARIABLES .............................................................................. 8
CHAPTER 3: RESEARCH FRAMEWORK ................................................................. 11

1. BRIEF INTRODUCTION .............................................................................................................................. 11
2. CONCEPTUAL MODEL .............................................................................................................................. 11
3. HYPOTHESIS ............................................................................................................................................. 12
CHAPTER 4: RESEARCH METHODOLOGY ............................................................ 17

2. TYPES OF RESEARCH RESIGN ................................................................................................................... 17
3. DEFINES POPULATION .............................................................................................................................. 18
4. DESCRIBE RESEARCH DESIGN .................................................................................................................. 18
5. DEFINE INDEPENDENT & DEPENDENT VARIABLES ................................................................................... 21
6. DEVELOP MEASURES ............................................................................................................................... 22
CHAPTER 5: DATA ANALYSIS AND RESULTS ....................................................... 34

2. SAMPLE PROFILE...................................................................................................................................... 34
3. DATA ANALYSIS AND RESULTS ................................................................................................................ 36
a. Factor Analysis ................................................................................................................................... 36
b. Kano Model ........................................................................................................................................ 42
c. MLR with Mediator ............................................................................................................................. 44
d. One Sample T-test ............................................................................................................................... 51
e. Independent T-test ............................................................................................................................... 53
f. One way ANOVA ................................................................................................................................. 59
g. Chi-square .......................................................................................................................................... 69
CHAPTER 6: IMPLICATIONS AND RECOMMENDATIONS ................................ 74

1. IMPLICATIONS .......................................................................................................................................... 74
2. RECOMMENDATION.................................................................................................................................. 76
REFERENCES ................................................................................................................ VII

APPENDIX ......................................................................................................................... X
vi
Chapter 1: Introduction
1. Background of the Study
Data from the present study is derived from questionnaire and consisted of video
and voice record. The primary data are from True website and secondary data from rerecording the information from telecommunication user such as True, Dtac, and AIS.
This comprehensive information of True Corporation provides the in-depth
strategic analysis of the company's businesses and operations. The information has been
compiled by Global Data to bring to clear and an unbiased view of the company's key
strengths and weaknesses and the potential opportunities and threats. The research helps to
formulate strategies that augment the business by enabling to understand the partners,
customers and competitors better.
2. Research Problems
a. Management Decision Problems
As we, analysis the secondary data of True Move, we can see that True Move has
the lowest market share in Thailand with approximately 25% (data in March 2012)1.
Therefore, the biggest management decision problem is how to gain more market share
from the market leader (AIS) and market challenger which is DTAC. Increasing market
share will also help to solve the problems of customer satisfaction. True Move H+ has the
weakness in customer loyalty because the unstable signal the smaller area coverage of
signal compare to other competitors. In addition, the share of voice (brands advertising
weight expressed as percentage of total market (or segment) in given time) of TrueMove is
just 17.8%2 compared with 35.6% of AIS and 45.6% of DTAC. So, in order to increase
the customer satisfaction as well as customer loyalty, the management decision problem
is should the Integrated Marketing Communication campaign and the service quality be
changed?
b. Marketing Research Problems
For this current situation of True Move and telecommunication industry in
Thailand, some key variables are used to determine marketing research problems. From
the analysis of secondary data, even though the market share of True Move is low, but
TrueMove has some significant competitive advantage in order to enhance the brand
1
2
http://telenor.com/investor-relations/company-facts/business-description/dtac-thailand/
http://www.adassothai.com/index.php/main/ad_expenditure
image as well as customer satisfaction. True Move has the advantage in the technology of
high speed internet on mobile phone. True is the leader of high speed internet. In order
to gain more market share as mention in management decision problem above, True Move
has to distinguish themselves among the competitors to attract more users. Moreover,
taking the advantage of industry growth rate is high, True Move has to determine the
effectiveness of IMC campaign and the important of service quality, therefore, can help
to attract the new users, especially by extend the target audiences. Lastly, it has to focus on
the factors that influence the customer satisfaction about True Move. It is required the
understanding on what are the preferences and purchase intentions of the actual users,
using strengths to grab the opportunities, avoid the threats and reduces its own weaknesses.
3. Research Objectives
To identify the relationship between customer satisfaction and repurchase intention
To understand customers repurchase intention
To understand the effect of customer loyalty to repurchase intention
To understand the important of customer repurchase intention
To study customer satisfaction and customer loyalty in order to increase sale.
To understand customers wants and needs.
To determine specific factors of SERVQUAL dimension that lead to customer
satisfaction.
4. Research Questions
Secondary data analysis
1.
What is the scope of the business?
2.
Who are the customers (the past, current and potential customers)?
3.
Who are the target customers?
4.
How can the company target customers (demographic segmentation)?
Qualitative method/Quantitative method:

5.
What is the frequency of making purchase?
6.
How do product tangibility, Pricing package, Promotional effectiveness,
Reliability, Responsiveness, Assurance and Empathy relate to customer satisfaction?
7.
How do Customer satisfaction and customer loyalty relate to Purchase
intention?
8.
How do customers choose the service (customers requirements and
expectations)?
9.
What are the factors that customers use to evaluate the service (product
quality, pricing strategy, promotion campaign, customer service)?

10.
What are the impacts that the promotion programs have on True customers?
11.
Which kind/ type of True move promotion program will have the most
impact on product sales?

12.
Why should customers buy a True Move pricing package instead of a
different brand?
13.
What are the benefits of using True Move pricing package?
14.
What are the criteria of good product quality for customer to choose their
service provider?
15.
What is the expectation from customer on product quality?
16.
What are the criteria of good customer service?
17.
How do five dimension of SERVQUAL (Assurance, Empathy, Reliability,
Responsiveness and Tangible) affect to customers of True?
5. Organization of the Remaining Chapters

For the next three chapters in this report proposal, we will discuss about literature
review, the research framework and research methodology. In literature review, we will
analysis the two theoretical concepts that are related to our research, which is IPA model
and KANOs model. We also relate the concept with our actual research. Moreover, in this
chapter, we also review all the key variables that we use for our conceptual model as well.
Next, in chapter 3, we develop our research framework that includes the conceptual model
and the main hypothesis that can be used to analyze the later data. Lastly, for research
methodology, we will define our actual research, which is including exploratory research
(in-depth interview method) and descriptive research in form of questionnaire survey.
Moreover, we will analyze the measurement of each variable in our conceptual model as
well as the scales of each question in our questionnaire.
Chapter 2: Literature Review

1. Brief Introduction
This chapter is talking about the literature review for evaluate the importance and
performance of the main attributes in the mobile telecommunication industry for the
purpose of customer satisfaction improvement like our group do the research about the
True Move communication network. Then we can know that what is the customer want or
expect about the products and services that the company provided to the customer that they
are acceptable with it or not from the previous research that the other people did it. Finally,
the literature review can help us to see the possibility of the service business in
telecommunication network is work or not in the long term period.
2. Review of Theoretical Foundations

a. Importance Performance Analysis (IPA)3
Importance Performance Analysis (IPA), developed for market researcher. This
technique analyzes two dimensions of product/service attributes; which are performance
and importance. Performance ratings gauge whether an organization is better than, the
same as or worse than competitors for each specific product or service attribute.
Importance ratings assess how important each specific product or service attribute is. As a
result, attributes with varying levels of importance have a varying level of impact on
meeting customer expectations.
IPA also provides management with a useful focus for developing marketing
strategies.
http://www.jtaer.com/aug2011/wong_hideki_george_p2.pdf
The two dimensional IPA model is divided into four quadrants with performance
on the x-axis and importance on the y-axis. Because of this, four quadrants namely
Concentrate Here, Keep up the Good Work, Low Priority, and Possible Overkill is created.
The quadrants can be used to generate suggestions for organization by differentiating
between them.
Quadrant I (High Importance/Low Performance) is labeled Concentrate Here

Attributes that fall into this quadrant represent key areas that is need to be improved with
top priority. Simply, it means customer feel that low service prices are very important but
indicate low satisfaction with the organizations performance.
In case of True Move, New employee or trainee is in quadrant I (high Importance
and low performance) the new employee must be improved with top priority because they
dont have enough experience and information to answer customers. So, the True must
rapidly training new employee to professional because if new employee lack of training it
will get problems such as poor quality of services to customer.
Quadrant II (High Importance/High Performance) is labeled Keep up the good

work. Customers value friendly service and are pleased with the organizations
performance. All attributes that fall into this quadrant are the strength and pillar of the
organizations, and they should be the pride of the organizations.
In case of True Move, The customer relationship is in quadrant II (high importance
and high performance) the customer relationship need to develop more because the core
telecommunication business is total services all financial transaction to customer, so the
company always communicate with customers . The good relationship between company
and customers will create the trust of customer and make customer feel happy and True
company have good atmosphere that make impression to customer.
Quadrant III (Low Importance/Low Performance) is labeled Low Priority.

Thus, any of the attributes that fall into this quadrant are not important and pose no threat
to the organizations. Customers do not perceive those features to be very important.
In case of True Move, Offer new service on phone is in quadrant III (low
importance and low performance) the offer new service on phone in term of offer new
products and new promotion. When company contact to customers, company spend few
time for offer new service to customers. Sometime customers are busy and do not have
5
time to talk with company and company will call back later. Many customers feel annoyed
and disturbed. If company offer new service or promotion, company can use other
distribution channel such as advertisement.
Quadrant IV (Low Importance/High Performance) is labeled as Possible

Overkill. It denotes attributes that are overly emphasized by the organizations; therefore,
organizations should reflect on these attributes. They should allocate more resources to
deal with attributes that reside in quadrant I, no need to focus in this quadrant. However,
the organization should pay some attentions on other good reasons for continuing this
practice.
In case of True Move, the convenience in branches is in quadrant IV (low
importance and high performance) the convenience in term of service such as snack and
coffee, kids zone and internet service. Some branch of True has convenience to service
customer. Many customers are not interested the company services. Because company has
fast services that make customer dont wait for long time. Therefore, those conveniences
may be increase the cost to the company and those services do not have customers use.
b. KANOs Model4
Kano Model The Kano model is a theory of product development and customer
satisfaction developed in the 1980s by Professor Noriaki Kano. The Kano model offers
some insight into the product attributes which are perceived to be important to customers.
The purpose of the tool is to support product specification and discussion through better
development of team understanding.
The Kano Model of customer satisfaction from the figure above divides product
attributes into three categories, which are threshold or basic, performance, and excitement.
http://archive.lib.cmu.ac.th/full/T/2552/mba0952rk_ch2.pdf
http://www.kanomodel.com/tutorial.html
1. BASIC (threshold)
Threshold (or basic) attributes are the expected attributes or must of a product,
and do not provide an opportunity for product differentiation. Increasing the performance
of these attributes provides diminishing returns in terms of customer satisfaction, however
the absence or poor performance of these attributes will results in customer dissatisfaction.
In the case of TRUE the basic product that the customer are expected to get are that they
are able to call and talk to people.
2. PERFORMANCE
Performance attributes are those for which more is generally better, and will
improve customer satisfaction. On the other hand, an absent or weak performance attribute
reduces customer satisfaction. Of the needs customers verbalize, most will fall into the
category of performance attributes. These attributes will form weighted needs against
which product concepts will be evaluated. The price for which customer is willing to pay
for a product is closely tied to this attributes. In the Case of TRUE, customers would be
willing to pay more to use their services if they can provide the customers a better signal.
3. EXCITEMENT
Excitement attributes are unspoken and unexpected by customers but can result in
high level of customer satisfaction, however their absence does not lead to dissatisfaction.
Excitement attributes often satisfy real needs of which customer are currently unaware. In
7
the case of TRUE and its telecommunication business competitor their products provide
similar performance, providing excitement attributes that address unknown needs can
provide a competitive advantage.
3. Extensive Review Literature on Key Variables5

Repurchase intention6
Customer repurchase intention of True is influenced by seven important factors
which are service quality, equity and value, customer satisfaction, past loyalty, expected
switching cost and brand preference. Past purchase, loyalty is not directly related to
customer satisfaction or current brand preference and that brand preference is an
intervening factor between customer satisfactions and repurchase intention. The main
factor influencing brand preferences were perceived value with customer satisfaction and
expected switching cost are having less influence.
Customers involvement is also important as when the buyer considers the product
important and invests time to seek information then it ultimately enhances the satisfaction
level, which may influence True Company by repurchase, purchase of more products,
positive word of mouth and willingness of customer to pay more for True.
Customer satisfaction7
Customer satisfaction of True is established when it fulfills the needs and desires of
the customers. Both price and customer services are the main factors that can create
customer satisfaction but price usually create more impact on customer satisfaction than
customer services. . It is normal that the services a brand offers and the price it charges
actually determine the level of satisfaction among its customers, than any other measure.
Therefore a firm should concentrate on the improvement of service quality and charge
appropriate fair price in order to satisfy the customers which would in the end help True to
retain its customers. Satisfaction of True Company customers with the network services of
a company is considered as most important factor leading toward competitiveness and
success for company. As True Company is a service provider company the ability of a
5
http://www.satisfactionstrategies.com/paper1.pdf
http://usatoday30.usatoday.com/money/smallbusiness/columnist/abrams/2006-04-14-creatingloyalty_x.htm?csp=34
6
Ruby Roy Dholakia, Miao Zhao, (2010) "Effects of online store attributes on customer
satisfaction and repurchase intentions", International Journal of Retail & Distribution Management,
Vol. 38 Iss: 7, pp.482 - 496
7
http://www.utexas.edu/research/cswr/survey/cssymposium/cspaper.pdf
company to create high degree of satisfaction is crucial for product differentiation and
developing strong relationship with customers. Customer satisfaction with the company
can make the customers become more loyal to True more than others telecommunication
service provider. Satisfaction of the customers with the company can help the brands to
build long and profitable relationships with its customers. Any business is likely to lose
market share, customers and investors if it fails to satisfy customers as effectively and
efficiently as its competitors is doing.
Intangibles, empathy, reliability, and responsiveness and assurance8
These five dimensions are come from SERVQUAL model or service quality.
Service quality has become a significant research topic in marketing in recent years.
SERVQUAL is presented a multidimensional construct. According to Parasuraman et al.
(1985), there are 10 dimensions of SERVQUAL, which are reliability, responsiveness,
competence,
access,
courtesy,
communication,
credibility,
security,
understanding/knowing customer, and tangibles. Later on, in 1988, the 10 dimensions

were collapsed into five main
dimensions, which are tangibles. Reliability,
Responsiveness, Assurance and Empathy:

Tangibles represent the outside of physical facilities, equipment, personnel, and
communications materials.
Reliability represents the ability to fulfill the will for customer accurately.
Responsiveness is the willingness of staff or service provider to help customer and
provide the prompt service.
Assurance represents the trustworthy of the service to customer.
Empathy is the understanding and be able to fulfill of customer need and want
Customer loyalty10
One of the keys to maintaining a thriving business is a steady customer base. A
successful company typically sees 80 percent of its business come from 20 percent of its
customers. Add to this the fact that the cost of attracting new customers is significantly
8
Sureshchandar, G., & Rajendran, C. A. (2002). The Relationship Between Service Quality and
Customer Satisfaction: A Factor Specific Approach. Journal of Services Marketing , 16 (4), 363379.
9
http://webdb.ucs.ed.ac.uk/operations/honsqm/articles/ServqualButtle.pdf
10
http://usatoday30.usatoday.com/money/smallbusiness/columnist/abrams/2006-04-14-creatingloyalty_x.htm?csp=34
more than that of maintaining a relationship with existing ones. Increased customer loyalty
is probably the one marketing goal with the most potential to improve profits. Although
frequent guests typically only account for about 15% of a businesss customer base, they
are usually providing at least 1/3 of the revenue. Business is all about relationships. Selling
has a lot to do with not just understanding the product but more importantly understanding
the needs of the customers. Identify what it is the customer are looking for and if they have
a need that company can fill and do the best it can to fill that need if possible with the
product. If the company can create positive customer experiences and relationships, it will
create customer loyalty, which in turn will create greater profits.
Price11
Price is the amount of money charged for a product or service, or the sum of the
values that customers exchange for the benefits of having or using the product or service.
Price fairness refers to consumers assessments of whether a sellers price is reasonable,
acceptable or justifiable or not. Price fairness is a very important issue that leads toward
satisfaction. Charging fair price helps to develop customer satisfaction and loyalty.
Customers decision to accept particular price has a direct bearing at satisfaction level and
loyalty. Customer satisfaction is directly influenced by price perceptions while indirectly
through the perception of price fairness. The price fairness itself and the way it is fixed and
offered have a great impact on satisfaction.
Promotion effectiveness12
Promotion is one media that the company can use to treat their customer and
increase the brand image as well as brand loyalty. However, if the company does not have
the effective promotion, it will go the other way around. The bad image will be created.
Therefore, in order to gain the benefit from promotion method, the company should have
careful promotion plan. For this research, we are using Promotion effectiveness method in
order to test the influence of it in customer satisfaction and repurchase intention.
11
12
In-depth Interview
In-depth Interview
10
Chapter 3: Research Framework

This chapter shows the research conceptual model, the variables and the lists of
hypothesis. As previous chapter, we already mention the definition of each variable; this
chapter will show how they related to each other.
2. Conceptual Model
A research framework defines the categories of outputs that research can produce.
It also defines a set of different research activities. Moreover, it defines what kind of
research activities (detailed the procedures necessary) can be used to produce specific
outputs and solve marketing research problem.
It starts with a problem that we have determined before; which is True Move has some
significant competitive advantage in order to enhance the brand image as well as customer
satisfaction. In addition, taking the advantage of industry growth rate is high; True Move
has to determine the effectiveness of IMC campaign.
The purpose of our research framework is to discover answers to research question (Chap
1) through the application of scientific procedures. Then, find out the truth which is hidden
and which has not been discovered yet.
In the conceptual framework, we assume with supported report that the independent
variables, which are Product Tangibility, Pricing Packaging, Promotion Effectiveness,
Reliability, Responsiveness, Assurance and Empathy, have effect directly on Customer
Satisfaction as well as have indirect effect on Repurchase Intention, Customer Loyalty,
which leads to build Repurchase Intention, is influenced by Customer Satisfaction.
Variables:
Independent variables: Product Tangibility, Pricing Packaging, Promotion

Effectiveness, Reliability, Responsiveness, Assurance and Empathy
Mediator variables: Customer Satisfaction
Intervening variable: Customer Loyalty
Dependent variable: Repurchase Intention
11
Conceptual framework for our research:
H1
Product
Tangibility
H2
H3
Loyalty
Pricing
H8
Package
H9
Promotion
H10
Effectivenes
H4
Customer
H15-21
H22
Repurchase
Customer
H11
Satisfaction
H23
Intention
H12
Reliability
H5
Responsiveness
H6
H13
H6
Assurance
H14
H7
Empathy
3. Hypothesis
1. Product Tangibility and Customer Satisfaction
The quality of tangible products is usually a straight-forward determination; for
customers, making a comparison between physical products is a matter of feature-tofeature analysis.13
Tangibility is the most important factor in determining customer satisfaction14
H8: Product tangibility has the relationship with customer satisfaction.
13
http://www.technovationentrepreneur.com/2010/07/customer-satisfaction-perception-of-productand-service-quality/
14
Ailin Sriyam.(2010).Customers Satisfaction towards Service Quality of Front Office Staff at the
hotel. Masters Project, M.A. Bangkok: Graduate School, Srinakharinwirot University.
12
2. Pricing package and Customer Satisfaction

There is a positive association between changes in customer satisfaction and changes
in price tolerance but a negative association between the level of customer satisfaction and
the level of price tolerance.15
H9: Pricing package has negative impact on customer satisfaction.
3. Promotion Effectiveness and Customer Satisfaction

Customer would reach to satisfy level from promotional activities that company has
offered.16
H10: Promotion Effectiveness can influence on customer satisfaction
4. Reliability and Customer Satisfaction

Basically, there are five generically dimensions of service quality: tangibility,
reliability, responsiveness, empathy, and assurance. Reliability is the most necessary
factor to identify service quality so as to reach customer expectation.17
H11: Reliability has positive impact on customer satisfaction.
5. Responsiveness and Customer Satisfaction

Responsiveness is one of the ServQual instrument to reach customer satisfaction. The
other elements are Assurance, Empathy, Reliability and Tangibility. They are divided into
3 tiers. The first level is included Responsiveness, Assurance and Empathy, which is the
most important. The next tier is Reliability, which is in between other two tiers. The last
one is Tangibility, the least important impact to customer satisfaction.18
H12: There is a difference between Responsiveness and customer satisfaction.
15
Eugene W. Anderson. National Quality Research Center, School of Business Admistration, The
University of Michigan, Ann Arbor, Michigan 48109-1234
16
In-depth Interview
17
John L. Triplett, Oliver H.M. Yau, Cathy Neal, (1994), Assessing the Reliability and Validity
of SERVQUAL in a Longitudinal Study: The Experience of an Australian Organisation, Asia
Pacific Journal of Marketing and Logistics, Vol.6 Iss: 1 pp. 41 62.
18
Fujun Lai, Joe Hutchinson, Dahui Li, ChanghongBai, (2007), An empirical assessment and
application of SERVQUAL in mainland Chinas mobile communications industry, International
Journal of Quality & Reliability Management, Vol.24 Iss: 3 pp. 244 262.
13
6. Assurance and Customer Satisfaction

The quality of products and services is an essential part of a corporate strategy, the
prime objective being customer satisfaction. For many companies, quality means
providing products and services that offer maximum benefit to their customers
worldwide.19
Customers engage in quality assurance behaviors in attempts to increase their
satisfaction and to recover from service failures.20
Assurance is the degree of courtesy of service providers workers and their ability to
communicate trust to customers.21
H13: There is positive relationship between Assurance and customer satisfaction.
7. Empathy and Customer Satisfaction

Empathy is the care and importance the service provider gives to an individual
customer, and the degree to which specific customer needs and preferences can be
understood and articulated.22
Customer Empathy creates that wonderful sense of true (emotional) satisfaction we
feel when we are being valued and treated as a person as a human being
Customer Empathy often becomes more about individuals being allowed to be
themselves and to use their own abilities and personalitiesIts more like being released
to freely do what they already know how to do.23
Customer empathy strengthens the positive effect of employee empathy on customer
satisfaction, leading to more symbiotic interactions.24
H14: There is a difference between Empathy and customer satisfaction.
19
Fire alarm system http://www.everday.com/quality.php
20
William E. Youngdahl a,., Deborah L. Kellogg. School of Management, Arizona State

Universio, West, 4701 W. Thunderbird Road, Phoenix, AZ 85069-6221, USA. College of Business
and Administration, Universi O, of Colorado - Denver, Denver, CO 80217-3364, USA
21
Service Quality and Customer Satisfaction in a Telecommunication Service Provider. Universiti
Teknologi MARA (UiTM) Perak, Malaysia
22
Service Quality and Customer Satisfaction in a Telecommunication Service Provider. Universiti
Teknologi MARA (UiTM) Perak, Malaysia
23
http://www.empathyinsight.com/what-is-customer-empathy-or-personal-service.html
24
http://managementink.wordpress.com/category/customer-satisfaction-2/
14
8. Customer Satisfaction and Customer Loyalty

What is the difference between the customer satisfaction and loyalty? Its all on the
emotional level. In order to gain customer loyalty, you need to engage my mind and pierce
my heartto become satisfied customer25
Customer satisfaction is a necessary but not sufficient pre-condition for customer
loyalty, which strongly relates to profitability a loyal customer is a satisfied customer.26
The transformation involves moving customers from being satisfied to being loyal.
It's important to keep in mind the fact that a satisfied customer isn't necessarily a loyal
customer. Moving a customer from satisfied to loyal requires hard work, constant attention
to the customer and diligence in delivering outstanding service consistently.27
H15-21: There is relationship between customer satisfaction and customer loyalty.
(Correlation)
9. Customer Loyalty and Repurchasing Intention

Based on the behavioral element of brand loyalty, Sheth (1968) provides an
operational definition of brand loyalty that is brand loyalty is a function of a brands
relative frequency of purchase in both time-independent and time dependent situation. An
operational definition of brand loyalty based on the attitudinal element was provided by
Reynolds et. Al. (1974).28
Loyalty has received considerable attention in marketing literature for over 80 years
beginning with the early work. Brand loyalty implies that consumers have a good attitude
towards a particular brand over other competing brands. loyalty was been defined and
measured in relation to several marketing aspects such as brand loyalty, product loyalty,
service loyalty, and chain or store loyalty.
25
http://www.tmcnet.com/channels/customer-experience-management/articles/
Roger Hallowells seminal 1996 Harvard Business School study.
http://www.business2community.com/loyalty-marketing/customer-satisfaction-and-customerloyalty-it%E2%80%99s-like-%E2%80%9Clike-vs-love%E2%80%9D-070774
27
Online business Advisor article http://www.onlinebusadv.com/?PAGE=158
28
Faculty of Tourism and Archeology, King Saud University
26
15
Aaker and Keller (1990) mentioned that a brand with high awareness and good image
can promote brand loyalty to consumers, and the higher the brand awareness is, the higher
brand trust and purchase intention are to consumers.29
Customers may also be loyal because they are satisfied with the brand, and thus
want to continue the relationship (Fornell, 1992).30
H22: Customer loyalty can influence repurchasing intension. (Simple Regression)
10. Customer Satisfaction and Repurchasing Intention

Satisfied customer engages in favorable behavioral intention such as repeat purchase,
positive word-of-mouth, etc.31
It was stated that the higher their satisfaction, the more likely for customers to
repurchase (Sharma and Patterson, 2000).
A number of research studies have indicated the importance of customer satisfaction
to marketers that the satisfied consumers have positive impact or influence on repeat
purchase behavior and word-of-mouth (Zemke and Shaff, 1990). It is supported that
satisfied consumers are more likely to make repeat purchases and to buy more in future
transactions, than dissatisfied customers (e.g. Reichheld, 1996; Zemke and Shaff, 1990).32
H23: Repurchasing intension can be predicted by customer satisfaction. (Simple
Regression)
29
Department of Business Management, Science and Research Branch, Islamic Azad University,
Tehran, Iran, 2012
30
Published by Canadian Center of Science and Education
31
World Appl. Sci. J., 12 (Special Issue of Tourism & Hospitality): 35-43, 2011
32
School of Business Administration (DBA), University of South Australia, Australia article.
16
Chapter 4: Research Methodology

We will clarify what type of research we are conducted. In addition, how our
research design are implemented. Moreover, our sampling method, research development
tools, data collection method, and proposed data analysis are discussed here.
2. Types of Research Resign

Our group conducts a research on secondary data; we find out information on many
websites that provided the public information research to find the factors that lead to
purchase intention. Then, we also use in-depth interview method for receiving detailed
information about consumers thoughts and behaviors and to get the information for the
interviewee directly and deeply about their overview on the telecom/mobile service
company. In addition, we will complete the big picture of what True Move should do in
IMC programs and develop customers services. Furthermore, we would understand
respondents satisfaction and perception on telecom/mobile services company of
TRUEMOVE. After that we launch descriptive research is to describe the specific research
problem in details.
Exploratory Research
Exploratory research helps determine the data collection method and often relies on
secondary research (public information) and primary research (In-depth interview). The
objective of exploratory research is to gather preliminary information that will help define
problems and suggest hypothesis. Therefore, our group decided to use exploratory research
to explore and analyze the customers satisfaction of telecom/mobile services of TRUE
MOVE. This would help us to find out research problems and to understand the customers
satisfaction. Therefore, our group conducts a research on secondary data; we find out
information on many websites that provided the public information research to find the
factors that lead to purchase intention. Then, we conduct a research on primary research
(the In-depth interview from respondents); we use in-depth interview method for receiving
detailed information about consumers thoughts and behaviors. Moreover, it can help get
the information for the interviewee directly and deeply about their overview on the
telecom/mobile service company. It also uses to identify the factors that affect customer
17
satisfaction on the telecom/mobile services of TRUEMOVE. Furthermore, we would

understand respondents satisfaction and perception on telecom/mobile services company
of TRUEMOVE.
Descriptive Research
Descriptive research helps to determine the independent and dependent variables
and it helps to explain the relationship between them. Furthermore, it helps to identify and
obtain information on the characteristics of a particular issue. The data collected are often
quantitative, and statistical techniques are usually used to summarize the information. We
decided to use questionnaires as our tool to get the information data from respondents. In
order to get the effective representative of overall population, we should randomly select
the respondents who have used TRUEMOVE telecom/mobile services within past five
months. The effective place to collect data is Assumption University and Bangkok
(outsider). The data we would get from this questionnaires survey are sample profile,
behavior, life style, attitude toward to TRUEMOVE telecom/mobile services, etc. in both
quantitative data and qualitative data.
3. Defines Population
Element: People who used the telecom/mobile service of TRUE MOVE in Thailand.
Sampling Unit: customers who use TRUEMOVE telecom/mobile services
Extend: Bangkok, Thailand
Time: 6 January 2013 to 18 January 2013
4. Describe Research Design

Select sampling technique
Sampling Technique: Judgmental Sampling Method
The technique that we use is non-probability sampling method; this is a nonrandomization method. We selected respondents based on 2 control variables: Type of
users (pre-paid or post-paid) and Occupation.
The reason why we choose the control variables is that the behavior of different
type of users probably different. For that reason, we will divide our respondents into 2
groups to figure out is there any differences in perceived value between pre-paid and postpaid True.
18
For the Occupation variable, as we know that, with difference purpose of using
mobile phone, the perceived value of each respondents also different. We categorize the
occupation in two big groups, whether he/she is a students or a worker (for any kind of
job). As we know, the budget of spending for each group will determine the attitude as
well as the expectation on True Move. Therefore, using this variable to judgment the
respondents is also helpful.
Determine sample size

Sample size
300 respondents
The reason why we distribute 300 is because this number is same or closed to the
similar researches which are usually have 200-300 questionnaires collected ( Rakshit Negi,
(2009), Birgit Leisen, Charles Vance, (2001) or Karen Kueh, Boo Ho Voon, (2007)).
Those researches have similar purpose with us so using 300 respondents is enough for our
research. We are using the maximum number of respondents in this range because it might
have some unusable result; therefore, in order to reduce the error, 300 samples will be a
good choice.
Data collection process

As we mentioned above, our target respondents are True user from different
perspective (prepaid, postpaid, student or workers). Therefore, we develop two versions
of questionnaire (in English and in Thai); the Thai version will be distributed for people
who are not ABAC students, they must be True users. Probably, the convenience way is
that we can go to any True Move service shop in any department store and ask for the
customers who are in the True Move shop. This way we can easily to get True Move
customer. Moreover, our research area is based on Bangkok people perspective; therefore,
we also choose different place to do our survey. It could be in the department stores around
Bangkok, which are including The Mall Bangkapi, Central Rama 3, Central World each
place will have approximately 20-30 set of questionnaire.
For English version, we will use to get the response from ABAC students and
faculties who use True Move as their mobile phone service provider. They can be Thais or
foreigner; therefore, using English version will suitable for everyone. Because of the
convenient in collecting data of ABAC students, so it will have approximately 100
respondents within ABAC
19
Scales
Question
Level of scale
Type of Question
Part 1: General Information

1
Nominal
Open-ended question
Nominal
Determinant-choice
Nominal
Simple dichotomy
Nominal
Determinant-choice
Nominal
Determinant-choice
Nominal
Determinant-choice
Nominal
Determinant-choice
Nominal
Simple dichotomy
Part 2: Measuring Variables

9
Interval
Attitude rating scale: Likert scale
10
Interval
11
Interval
12
Interval
13
Interval
14
Interval
15
Interval
16
Interval
17
Interval
18
Interval
Part 3: Personal Data

19
Nominal
Simple dichotomy
20
Nominal
Simple dichotomy
21
Nominal
Determinant-choice
22
Nominal
Determinant-choice
23
Nominal
Determinant- choice
24
Nominal
Determinant-choice
20
5. Define Independent & Dependent variables

Constructs
Definition
Intangible
the appearance of physical facilities, Viggo

equipment,
References
personnel,
Hst,
Michael
and Knie-Andersen, (2004)
communications materials
Responsiveness
the willingness to help customers Viggo

and provide prompt service
Reliability
the ability to perform the promised Viggo
credibility
in
providing
Hst,
Michael
Knie-Andersen, (2004)
the competence of the system and Viggo

its
Michael
Knie-Andersen, (2004)
service dependably and accurately

Assurance
Hst,
Hst,
Michael
a Knie-Andersen, (2004)
courteous and secure service

Empathy
the approachability, ease of access Viggo
Hst,
Michael
and effort taken to understand Knie-Andersen, (2004)

customers needs
Pricing package
The amount as of money or goods, The American Heritage

asked for or given in exchange for Dictionary of the English
something else.
Language
Promotion
-The act of promoting or the fact of The American Heritage
effectiveness
being promoted; advancement
Dictionary of the English
-Encouragement of the progress, Language

growth, or acceptance of something;
furtherance
- Advertising; publicity
Customer
Extent to which the consumer's Oliver 1997
Satisfaction
response to the evaluation of the

perceived discrepancy between prior
expectations (or some form of
performance)
and
the
actual
performance of the product as

perceived after its consumption
Repurchase
The individual's judgment about Hellier et al. 2003
Intention
buying again a designated service

21
from the same company, taking into

accounts his or her current situation
and likely circumstances
Brand Loyalty
a deeply held commitment to rebuy Oliver 1999
(Attitudinal
or
Loyalty)
product/service consistently in the
patronize
preferred
future, thereby causing repetitive

same-brand
or same brand-set
purchasing,
despite
situational
influences and marketing

having
the
potential
to
efforts
cause
switching behavior
6. Develop Measures
Measurements
Variables
Intangible
Measurement
True Move has up-to-date equipment.
Reference
Fujun
Lai,
Hutchinson,
Joe
Dahui
Li, Changhong Bai,

(2007)
Schmid, K. (2003).
Foundation
for
Information Sharing.
Police Chief , 70
(11), 18-20.
John
Oliver
L.
Triplett,
H.M.
Yau,
Cathy Neal, (1994)

True Move store facilities are eye- Fujun
catching.
Lai,
Hutchinson,
Joe
Dahui
Li, Changhong Bai,

(2007)
Schmid, K. (2003).
22
Foundation
for
Police Chief , 70
(11), 18-20.
John
Oliver
L.
Triplett,
H.M.
Yau,
Cathy Neal, (1994)

True Move staff is well dressed and Fujun
neat in appearance.
Lai,
Hutchinson,
Joe
Dahui
Li, Changhong Bai,

(2007)
Schmid, K. (2003).
Foundation
for
Police Chief , 70
(11), 18-20.
John
Oliver
L.
Triplett,
H.M.
Yau,
Cathy Neal, (1994)

True Move store decorations are Fujun
Lai,
suitable with the type of services Hutchinson,

provided.
Joe
Dahui
Li, Changhong Bai,

(2007)
Schmid, K. (2003).
Foundation
for
Police Chief , 70
(11), 18-20.
John
Oliver
L.
Triplett,
H.M.
Yau,
Cathy Neal, (1994)

Overall, the quality of True Move in Fujun
Lai,
tangibles area, such as equipment and Hutchinson,
Joe
Dahui
23
appearance is good.
Li, Changhong Bai,

(2007)
Schmid, K. (2003).
Foundation
for
Police Chief , 70
(11), 18-20.
John
Oliver
L.
Triplett,
H.M.
Yau,
Cathy Neal, (1994)

Responsiveness
True Move tells you exactly when Fujun

services will be performed.
Lai,
Hutchinson,
Joe
Dahui
Li, Changhong Bai,

(2007)
Schmid, K. (2003).
Foundation
for
Police Chief , 70
(11), 18-20.
John
Oliver
L.
Triplett,
H.M.
Yau,
Cathy Neal, (1994)

You are received prompt service from Fujun
True Move staff.
Lai,
Hutchinson,
Joe
Dahui
Li, Changhong Bai,

(2007)
Schmid, K. (2003).
Foundation
for
Police Chief , 70
(11), 18-20.
John
Oliver
L.
Triplett,
H.M.
Yau,
24
Cathy Neal, (1994)

True Move staff are always willing to Fujun
help you.
Lai,
Hutchinson,
Joe
Dahui
Li, Changhong Bai,

(2007)
Schmid, K. (2003).
Foundation
for
Police Chief , 70
(11), 18-20.
John
Oliver
L.
Triplett,
H.M.
Yau,
Cathy Neal, (1994)

True
Move
staff
can
promptly Fujun
Lai,
response to your requests even when Hutchinson,

they are busy.
Joe
Dahui
Li, Changhong Bai,

(2007)
Schmid, K. (2003).
Foundation
for
Police Chief , 70
(11), 18-20.
John
Oliver
L.
Triplett,
H.M.
Yau,
Cathy Neal, (1994)

Overall, service responsiveness of Fujun
True Move is good.
Lai,
Hutchinson,
Joe
Dahui
Li, Changhong Bai,

(2007)
Schmid, K. (2003).
Foundation
for
Police Chief , 70
25
(11), 18-20.
John
Oliver
L.
Triplett,
H.M.
Yau,
Cathy Neal, (1994)

Reliability
When True Move promises to do Fujun

something, it does so.
Lai,
Hutchinson,
Joe
Dahui
Li, Changhong Bai,

(2007)
Schmid, K. (2003).
Foundation
for
Police Chief , 70
(11), 18-20.
John
Oliver
L.
Triplett,
H.M.
Yau,
Cathy Neal, (1994)

When customer has problems, True Fujun
Lai,
Move is supportive to customer and Hutchinson,
Joe
Dahui
shows sincere interest in solving Li, Changhong Bai,

problems.
(2007)
Schmid, K. (2003).
Foundation
for
Police Chief , 70
(11), 18-20.
John
Oliver
L.
Triplett,
H.M.
Yau,
Cathy Neal, (1994)

True Move is trustworthy.
Fujun
Lai,
Hutchinson,
Joe
Dahui
Li, Changhong Bai,

(2007)
Schmid, K. (2003).
26
Foundation
for
Police Chief , 70
(11), 18-20.
John
Oliver
L.
Triplett,
H.M.
Yau,
Cathy Neal, (1994)

True Move provides services at the Fujun
time it promises.
Lai,
Hutchinson,
Joe
Dahui
Li, Changhong Bai,

(2007)
Schmid, K. (2003).
Foundation
for
Police Chief , 70
(11), 18-20.
John
Oliver
L.
Triplett,
H.M.
Yau,
Cathy Neal, (1994)

True Move keeps statement accurately.
Fujun
Lai,
Hutchinson,
Joe
Dahui
Li, Changhong Bai,

(2007)
Schmid, K. (2003).
Foundation
for
Police Chief , 70
(11), 18-20.
John
Oliver
L.
Triplett,
H.M.
Yau,
Cathy Neal, (1994)

Overall, service reliability of True Fujun
Move is good.
Lai,
Hutchinson,
Joe
Dahui
27
Li, Changhong Bai,

(2007)
Schmid, K. (2003).
Foundation
for
Police Chief , 70
(11), 18-20.
John
Oliver
L.
Triplett,
H.M.
Yau,
Cathy Neal, (1994)

Assurance
True Move staff can be trusted.
Fujun
Lai,
Hutchinson,
Joe
Dahui
Li, Changhong Bai,

(2007)
Schmid, K. (2003).
Foundation
for
Police Chief , 70
(11), 18-20.
John
Oliver
L.
Triplett,
H.M.
Yau,
Cathy Neal, (1994)

You feel safe to use the service of True Fujun
Move.
Lai,
Hutchinson,
Joe
Dahui
Li, Changhong Bai,

(2007)
Schmid, K. (2003).
Foundation
for
Police Chief , 70
(11), 18-20.
John
Oliver
L.
Triplett,
H.M.
Yau,
28
Cathy Neal, (1994)

True Move staff are polite.
Fujun
Lai,
Hutchinson,
Joe
Dahui
Li, Changhong Bai,

(2007)
Schmid, K. (2003).
Foundation
for
Police Chief , 70
(11), 18-20.
John
Oliver
L.
Triplett,
H.M.
Yau,
Cathy Neal, (1994)

True Move staff get enough support Fujun
from True Move to do their job well.
Lai,
Hutchinson,
Joe
Dahui
Li, Changhong Bai,

(2007)
Schmid, K. (2003).
Foundation
for
Police Chief , 70
(11), 18-20.
John
Oliver
L.
Triplett,
H.M.
Yau,
Cathy Neal, (1994)

Overall, service assurance of True Fujun
Move is good.
Lai,
Hutchinson,
Joe
Dahui
Li, Changhong Bai,

(2007)
Schmid, K. (2003).
Foundation
for
Police Chief , 70
29
(11), 18-20.
John
Oliver
L.
Triplett,
H.M.
Yau,
Cathy Neal, (1994)

Empathy
True Move staff gives the customer Fujun

individual attention.
Lai,
Hutchinson,
Joe
Dahui
Li, Changhong Bai,

(2007)
Schmid, K. (2003).
Foundation
for
Police Chief , 70
(11), 18-20.
John
Oliver
L.
Triplett,
H.M.
Yau,
Cathy Neal, (1994)

True Move staff know your needs.
Fujun
Lai,
Hutchinson,
Joe
Dahui
Li, Changhong Bai,

(2007)
Schmid, K. (2003).
Foundation
for
Police Chief , 70
(11), 18-20.
John
Oliver
L.
Triplett,
H.M.
Yau,
Cathy Neal, (1994)

True Move staff have your best Fujun
interests at heart.
Lai,
Hutchinson,
Joe
Dahui
Li, Changhong Bai,

(2007)
Schmid, K. (2003).
30
Foundation
for
Police Chief , 70
(11), 18-20.
John
Oliver
L.
Triplett,
H.M.
Yau,
Cathy Neal, (1994)

True
Move
has
convenient to all.
operating
hours Fujun
Lai,
Hutchinson,
Joe
Dahui
Li, Changhong Bai,

(2007)
Schmid, K. (2003).
Foundation
for
Police Chief , 70
(11), 18-20.
John
Oliver
L.
Triplett,
H.M.
Yau,
Cathy Neal, (1994)

Overall, empathy of True Move is Fujun
good.
Lai,
Hutchinson,
Joe
Dahui
Li, Changhong Bai,

(2007)
Schmid, K. (2003).
Foundation
for
Police Chief , 70
(11), 18-20.
John
Oliver
L.
Triplett,
H.M.
Yau,
Cathy Neal, (1994)

Pricing Package
The pricing package of True Move is In-depth interview

reasonable.
31
True Move has variety of pricing In-depth interview

package for customers to choose.
True Move has good pricing packages.
In-depth interview
Overall, pricing package of True Move In-depth interview

satisfy your needs and wants.
Promotion
True
Move
has
many
attractive In-depth interview
effectiveness
promotions for mobile customers.

True Move promotions campaign is In-depth interview
better than its competitors (AIS or
DTac).
True Move launches new promotions In-depth interview
frequently.
Overall, the promotion campaigns of In-depth interview
True Move are attractive for you.
Customer
The services of True Move are close to
Fomell et al. 1996;
Satisfaction
my expectations.
Ayden
and
2005;
Turkyilmaz
and
Ozkan
Ozer
2007;
Levesque
and
McDougall 1996
Your fulfillment of using True Move Ho, Svein, (2012)
service is pleasant.
Overall, you are satisfied with True
Fomell et al. 1996;
Move.
Turkyilmaz
Ozkan
and
2007;
Anderson
and
Sullivan 1993; Kim

et al. 2004; Sharma et
al. 1999
Repurchase
If I were to choose a mobile phone
Aydin
and
Intention
service provider today, I would choose
2005; Turkyilmaz
True Move again.
and
Ozkan
Ozer
2007;
Johnson and Sirikit

32
2002;
McDougall
and Levesque 2000;

Cronin et al.2000
You intend to purchase more service Yu-Shan,
Ching-
from True Move because it is reliable Hsun, (2012)

provider.
Overall, you will choose True Move in In-depth interview
the next chance of choosing mobile
phone service provider.
Brand Loyalty
I would be willing to pay a higher Chaudhuri
and
(Attitudinal
price for True Move over other brands.
Loyalty)
If AIS or DTac were to offer a better Ganesh, Arnold &
Holbrook 2001
deal on their service, I would switch.
Reynolds 2000
Overall, I have a trust in True Move.
Fujun
Lai,
Hutchinson,
Joe
Dahui
Li, Changhong Bai,

(2007)
References of dependent and independent variables, measurements:

Viggo Hst, Michael Knie-Andersen, (2004),"Modeling customer satisfaction in mortgage
credit companies", International Journal of Bank Marketing, Vol. 22 Iss: 1 pp. 26 42
The American Heritage Dictionary of the English Language, Fourth Edition copyright
2000 by Houghton Mifflin Company. Updated in 2009. Published by Houghton Mifflin
Company.
Fujun Lai, Joe Hutchinson, Dahui Li, Changhong Bai, (2007),"An empirical assessment
and application of SERVQUAL in mainland China's mobile communications industry",
International Journal of Quality & Reliability Management, Vol. 24 Iss: 3 pp. 244 262
John L. Triplett, Oliver H.M. Yau, Cathy Neal, (1994),"Assessing the Reliability and
Validity of SERVQUAL in a Longitudinal Study: The Experience of an Australian
Organisation", Asia Pacific Journal of Marketing and Logistics, Vol. 6 Iss: 1 pp. 41 62
33
Chapter 5: Data Analysis and Results

In this chapter, first, we will run to analyze our sample profile to test whether it is a
good representative of the population or not. Moreover, we will show some results that we
test by SAS program. The test is to test the influence, the differences or the relationship
between the independent variables and dependent variable. In addition, we also test the
relationship or the difference between different groups of respondents to be able to give
the recommendation for True Move. By doing these test below, we can be able to come up
with what variable will be more important than other variables. Giving the
recommendation and conclusion will be show in chapter 6.
2. Sample Profile
We use one-way frequency testing to test for sample profile. It shows the
percentage of respondents in each sub-group for example: gender, income, occupation,
monthly allowances. This data describes the overall profile of the respondents. Our
sample is a good represent
4. Package
Pre-paid
Post-paid
35. Gender
Female
Male
36. Nationality
Non-Thai
Thai
38. Marriage status
Divorce
In the relationship
Married
Single
Frequency
Percent
265
55
82.81
17.19
Frequency
Percent
166
154
51.88
48.13
Frequency
Percent
67
253
20.94
79.06
Frequency Percent
12
77
51
180
3.75
24.06
15.94
56.25
34
39. Occupation
Frequency Percent
Business Owner
Freelancer/ Self-employed
Government-employed
Others
Private-employed
Student
Unemployed
46
34
12
9
51
153
15
14.38
10.63
3.75
2.81
15.94
47.81
4.69
40. Monthly Allowance Frequency Percent
10.000 - 30,000 Baht

30,001 - 50,000 Baht
50,001 - 100,000 Baht
Less than 10,000 Baht
More than 100,000 Baht
141
40
48
59
32
44.06
12.50
15.00
18.44
10.00
From the sample profile above, we can see that more than 80% of our respondents
are pre-paid respondents. It shows that our sample is quite a good representative of the
population since according to the True report, pre-paid customer acquired for more than
80% of True Move customers.33
Our respondents mostly are Thais people. 47.81% of respondents are student so it
also reflects the truth that monthly allowance less than 30,000 baht/ month is acquired the
largest portion in our sample profile. Lastly, most of them are single.
4. How long use mobile phone / day
1-4 hours
4-8 hours
Less than 1 hour
More than 8 hours
Frequency Percent
138
66
71
45
43.13
20.63
22.19
14.06
According to the table above, most of our respondents spend 1-4 hours per day for mobile
phone with 43.13%
33
http://true.listedcompany.com/misc/PRESN/20121211-TRUE-glanceDecember2012.pdf
35
5. How do you know about True
Friends
Newspaper/Magazines
Others
Parents/Relatives
Social network/Internet
Television
Frequency Percent
72
26
5
45
44
128
22.50
8.13
1.56
14.06
13.75
40.00
For the question about how the respondents know about True Move, 40% of respondents
(128 out of 320 respondents) know through Television. 22.5% of them know by their
friends. The third popular way of knowing True Move is through their parents or relatives
with 14.06%; and 13.75% of the respondents know about True from Social network and
Internet.
6. First thing come to your mind Frequency Percent
Good signal
High speed internet
Others
Promotion Effectiveness
Reasonable price
32
170
10
65
43
10.00
53.13
3.13
20.31
13.44
According to the results, 53.13% of respondents answer that high-speed internet is the first
thing come to their mind about True Move. 65 respondents out of 320 answers it is
promotion effectiveness. With 13.44%, reasonable price is the third answer of our
respondents. Lastly, only 10% of them tell True Move has good signal.
3. Data analysis and Results

a. Factor Analysis
Tangibles
36
From eigenvalue, there is only one number that over 1, we can conclude that Tangibles 1,
Tangibles 2, Tangibles 3, Tangibles 4 and Tangibles 5 are correlated and can reduce to one
factor.
Reliabilities
From eigenvalue, there is only one number that over 1, we can conclude that Reliabilities
1, Reliabilities 2, Reliabilities 3, Reliabilities 4, Reliabilities 5 and Reliabilities 6 are
correlated and can reduce to one factor.
37
Responsiveness
From eigenvalue, there is only one number that over 1, we can conclude that
Responsiveness 1, Responsiveness 2, Responsiveness 3, Responsiveness 4 and
Responsiveness 5 are correlated and can reduce to one factor.
Assurance
From eigenvalue, there is only one number that over 1, we can conclude that Assurance1,
Assurance 2, Assurance 3, Assurance 4, and Assurance 5 are correlated and can reduce to
one factor.
38
Empathy
From eigenvalue, there is only one number that over 1, we can conclude that Empathy1,
Empathy 2, Empathy 3, Empathy 4 and Empathy 5 are correlated and can reduce to one
factor.
Pricing package
From eigenvalue, there is only one number that over 1, we can conclude that Pricing
package 1, Pricing package 2, Pricing package 3 and Pricing package 4 are correlated and
can reduce to one factor.
39
Promotion attractive
From eigenvalue, there is only one number that over 1, we can conclude that Promotion
attractive 1, Promotion attractive 2, Promotion attractive 3 and Promotion attractive 4 are
correlated and can reduce to one factor.
Customer satisfaction
From eigenvalue, there is only one number that over 1, we can conclude that Customer
satisfaction 1, Customer satisfaction 2 and Customer satisfaction 3 are correlated and can
reduce to one factor.
40
Customer loyalty
From eigenvalue, there is only one number that over 1, we can conclude that Customer
loyalty 1, Customer loyalty 2 and Customer loyalty 3 are correlated and can reduce to one
factor.
Repurchase intention
From eigenvalue, there is only one number that over 1, we can conclude that Repurchase
intention 1, Repurchase intention 2 and Repurchase intention 3 are correlated and can
reduce to one factor.
41
b. Kano Model
18. Signal
elevator
available
in
19. Free 3G
20. Free Wi-Fi
21. Problems can be solved
through Call center
22. Call Center is available 24
hours
23. Online Call Center
respond within 15 minutes.
24. More Kiosks
25. Giving extra 50% refill
amount on Songkran
26. Free SMS to other True
users on birthday
27. Reduces 50% price
package for roaming
28. Lucky draw to win the
trip to Europe once a year
29.
Giving
reward
to
customer who use over
500B/month (free SMS and
MMS)
30. Free snacks and drinks in
outlets/kiosks.
31. VIP lounge for executive
users in service center
32. True has 4G network in
near future
33. True offers a money
transfer service from sim to
sim.
34. Miss called alert via text
messages when your phone is
out of battery
Total
Grade
114
54
88
46
12
320
135
24
127
25
320
120
28
122
46
320
33
117
116
51
320
42
109
66
66
289
47
75
93
98
320
105
16
70
121
320
131
14
90
82
320
162
12
82
58
320
144
102
64
320
152
10
62
93
320
104
40
75
98
320
80
47
43
149
320
81
41
48
141
320
122
29
116
49
320
125
20
71
101
320
45
69
59
140
320
42
The Kano Model of Customer Satisfaction classifies product attributes based on

how they are perceived by customers and their effect on customer satisfaction. These
classifications are useful for guiding design decisions in that they indicate when good is
good enough, and when more is better.
In order to understand what customers think accurately, we only concentrate on A,
E and O factors.
E: Expected, basic attributes: Basic attributes are the expected attributes or musts of a
product, and do not provide an opportunity for product differentiation. Examples of basic
attributes would be Problems can be solved through Call center; and Call Center is
available 24 hours
O: One dimensional, performance: Performance attributes are those for which more is
generally better, and will improve customer satisfaction. Provide free Wi-Fi for customers
is closely tied to performance attributes.
A: Attractive, excitement: Excitement attributes are unspoken and unexpected by
customers but can result in high levels of customer satisfaction, however their absence
does not lead to dissatisfaction. As we can see clearly from the table above, there are many
factors that customers unexpected yet. Therefore, True Move can plan to offer their
customers some feature to meet the expectation of them, for example: Signal available in
elevator; Free 3G; Giving extra 50% refill amount on Song-kran; Free SMS to other True
users on birthday; Reduces 50% price package for roaming; Giving reward to customer
who use over 500B/month (free SMS and MMS)
43
c. MLR with Mediator

Product
H1
Tangibility
Customer
Loyalty
Pricing
H2
H3
Package
H9
Promotion
H10
Effectivenes
H4
H8
H15-21
H22
Repurchase
Customer
H11
Satisfaction
H23
Intention
H12
Reliability
H5
Responsiveness
H13
H6
Assurance
H14
H7
Empathy
Model 1
H8 H14: Customer Satisfaction is influenced by Product tangibility, Pricing
Package, Promotion effectiveness, Reliability, Responsiveness, Assurance and
Empathy
Model: Linear_Regression_Model
Dependent Variable: 15.Customer Satisfaction
Analysis of Variance
Source
Sum of Mean
DF Squares Square F Value Pr > F
Model
4 87.91532 21.97883
Error
315 86.30551 0.27399
Corrected Total 319 174.22083
80.22 <.0001
Root MSE
0.52344R-Square
0.5046
Dependent Mean
3.73125Adj R-Sq
0.4983
Coeff Var
14.02845
44
Parameter Estimates
Parameter Standard
Standardized
DF Estimate
Error t Value Pr > |t|
Estimate
Variable
Intercept
10.Responsiveness
12.Empathy
13.Pricing Package
14.Promotion Attraction
1
1
1
1
1
-0.22434
0.33051
0.21792
0.16844
0.32853
0.22590
0.05552
0.05541
0.05533
0.05231
-0.99
5.95
3.93
3.04
6.28
0.3214
<.0001
0.0001
0.0025
<.0001
0
0.28820
0.20800
0.14897
0.28589
Decision: Ho is rejected
Conclusion: Pricing Package, Promotion effectiveness, Responsiveness and Empathy have
influences on Customer satisfaction
Model:
Customer satisfaction = -0.22434 + 0.33051 * (Responsiveness) + 0.21792 * (Empathy) +
0.16844 * (Pricing) + 0.32853 * (Promotion)
Model 2
H1-H7: The Repurchase Intention of True Move customer is influenced by Product
tangibility, Pricing Package, Promotion effectiveness, Reliability, Responsiveness,
Assurance and Empathy
Dependent Variable: 17.Repurchase Intention
Source
Sum of
DF Squares
Model
Error
Corrected Total
4
315
319
Mean
F
Square Value Pr > F
79.56037
92.07539
171.63576
19.89009
0.29230
68.05 <.0001
Root MSE
0.54065R-Square0.4635
Dependent Mean 3.70521Adj R-Sq0.4567
Coeff Var
14.59163
Variable
Intercept
9.Reliability
10.Responsiveness
12.Empathy
Parameter Estimates
Parameter Standard
Standardized
DF Estimate
Estimate
1
1
1
1
1
0.00788
0.28062
0.21606
0.15364
0.32779
0.22719
0.06182
0.06466
0.05393
0.05305
0.03
4.54
3.34
2.85
6.18
0.9724
<.0001
0.0009
0.0047
<.0001
0
0.25248
0.18982
0.14774
0.28739
45
Conclusion: Promotion effectiveness, Responsiveness, Reliability and Empathy have

influences on Repurchase Intention
Model:
Repurchase Intention = 0.00788 + 0.28062 * (Reliability) + 0.21606 * (Responsiveness) +
0.15364 * (Empathy) + 0.32779 * (Promotion)
Model 3: Full MLR with Mediatior

DV: Repurchase Intention
IVs: Product tangibility, Pricing Package, Promotion effectiveness, Reliability,
Responsiveness, Assurance and Empathy
Mediator: Customer Satisfaction
Number of Observations Read320

Number of Observations Used320
Source
Sum of Mean
Model
7 92.2530513.17901
Error
312 79.38272 0.25443
51.80 <.0001
Root MSE
0.50441R-Square0.5375
Coeff Var
13.61360
Variable
Label
Intercept
8.Tangibles
15.Customer Satisfaction
tan*sat
relia * sat
relia * sat*loy
resp *sat
Intercept
tan*sat
relia * sat
relia * sat*loy
resp *sat
Parameter Estimates
Parameter Standard
Standardized
DF Estimate
Estimate
1
1
1
1
1
1
1
1
-0.81306
0.19552
0.14936
0.65931
-0.06696
0.18841
-0.02868
0.04160
0.54408
0.09080
0.05569
0.14171
0.02507
0.04027
0.00949
0.01688
-1.49
2.15
2.68
4.65
-2.67
4.68
-3.02
2.46
0.1361
0.0321
0.0077
<.0001
0.0080
<.0001
0.0027
0.0142
0
0.15006
0.13095
0.61236
-0.37874
1.13226
-0.94037
0.25397
46
Full Model:
Repurchase Intention = -0.81306 + 0.19552 * (Tangibles) + 0.14936 * (Promotion) +
0.65931 * ( Customer Satisfaction) 0.06696 * (Tangibles * Sat) + 0.18841 * (Reliability
* Sat) 0.02868 * ( Reliability * Sat * Loy) + 0.04160 * (Responsiveness * Sat)
MLR with Mediator
H1
Product
Tangibility
H2
H3
Pricing
Package
Promotion
H10
Effectivenes
H4
H8
H9
Reliability
H11
Customer
Customer
Satisfaction
H23
Loyalty
H12
H5
Responsiveness
H13
H6
Assurance
H14
H7
Empathy
IVs: Product tangibility, Pricing Package, Promotion effectiveness, Reliability,

Responsiveness, Assurance and Empathy
Mediator: Customer Satisfaction
DV: Customer Loyalty
47
Model 1
Hypo: Customer Satisfaction is influenced by Product tangibility, Pricing Package,
Promotion effectiveness, Reliability, Responsiveness, Assurance and Empathy
Sum of Mean
Source
Model
4 87.91532 21.97883
Error
80.22 <.0001
315 86.30551 0.27399

Root MSE
0.52344R-Square
0.5046
Dependent Mean
3.73125Adj R-Sq
0.4983
Coeff Var
Variable
Intercept
10.Responsiveness
12.Empathy
13.Pricing Package
14.02845
Parameter Estimates
Parameter Standard
Standardized
DF Estimate
Estimate
1
1
1
1
1
-0.22434
0.33051
0.21792
0.16844
0.32853
0.22590
0.05552
0.05541
0.05533
0.05231
-0.99
5.95
3.93
3.04
6.28
0.3214
<.0001
0.0001
0.0025
<.0001
0
0.28820
0.20800
0.14897
0.28589
Conclusion: Pricing Package, Promotion effectiveness, Responsiveness and Empathy have
influences on Customer satisfaction
Model:
Customer satisfaction = -0.22434 + 0.33051 * (Responsiveness) + 0.21792 * (Empathy) +
0.16844 * (Pricing) + 0.32853 * (Promotion)
48
Model 2:
Hypo: The Customer Loyalty of True Move customer is influenced by Product
tangibility, Pricing Package, Promotion effectiveness, Reliability, Responsiveness,
Assurance and Empathy
Dependent Variable: 16.Customer Loyalty
Sum of Mean
Source
Model
5 62.5621212.51242
Error
314 85.49864 0.27229
Root MSE
Dependent Mean
Coeff Var
Variable
Intercept
10.Responsiveness
11.Assurance
12.Empathy
13.Pricing Package
45.95 <.0001
0.52181R-Square
3.77604Adj R-Sq
13.81904
0.4225
0.4133
Parameter Estimates
Parameter Standard
Standardized
DF Estimate
Estimate
1
1
1
1
1
1
0.37716
0.18182
0.14340
0.11772
0.11607
0.33741
0.22955
0.06170
0.06863
0.05827
0.05533
0.05261
1.64
2.95
2.09
2.02
2.10
6.41
0.1014
0.0035
0.0375
0.0442
0.0367
<.0001
0
0.17198
0.13023
0.12188
0.11136
0.31850
Conclusion: Promotion effectiveness, Responsiveness, Assurance, Pricing and Empathy
have influences on Customer Loyalty
Model:
Customer Loyalty = 0.037716 + 0.33741 * (Promotion) + 0.18182 * (Responsiveness) +
0.1434 * (Assurance) + 0.11772 * (Empathy) + 0.11607 * (Pricing)
49
Model 3 (Full Model)

Source
Sum of Mean
Model
6 72.7169612.11949
Error
313 75.34381 0.24072
50.35 <.0001
Root MSE
0.49063R-Square0.4911
Coeff Var
12.99316
Variable
Label
Intercept
Intercept
11.Asurance
12.Empathy
tan*sat
tan*sat
emp*sat
emp*sat
Promo*sat
Promo*sat
Parameter Estimates
Parameter Standard
Standardized
DF Estimate
Estimate
1
1
1
1
1
1
1
1.38838
0.15572
-0.56992
0.70268
0.03531
0.18762
-0.13486
0.28922
0.06074
0.16915
0.15412
0.01491
0.04586
0.04249
4.80
2.56
-3.37
4.56
2.37
4.09
-3.17
<.0001
0.0108
0.0008
<.0001
0.0185
<.0001
0.0017
0
0.14141
-0.59008
0.66330
0.21505
1.26418
-0.90304
Full Model:
Customer Loyalty = 1.38838 + 0.15572 * (Assurance) 0.56992 * (Empathy) + 0.070268
* (Promotion) + 0.03531 * (Tangibles * Sat) + 0.18762 * (Empathy * Sat) 0.13486 *
(Promotion * Sat)
50
d. One Sample T-test

Hypo: The level of Customer satisfaction Tangibles, Reliability, Responsiveness,
Assurance,
Empathy,
Pricing
Packages,
Promotion
Attraction,
Customer
Satisfaction, Loyalty and Repurchase intension are high
N
320
Mean
3.9531
t Test
The TTEST Procedure
Variable: 8. Tangibles
Std Dev
Std Err
Minimum
0.5630
0.0315
2.0000
DF
319
N
320
Mean
3.7495
Mean
3.7594
Pr > |t|
<.0001
Variable: 9. Reliability
Std Dev
Std Err
Minimum
0.6600
0.0369
1.3333
DF
319
N
320
t Value
125.62
t Value
20.31
Maximum
5.0000
Maximum
5.0000
Pr > |t|
<.0001
Variable: 10. Responsiveness

Std Dev
Std Err
Minimum
0.6444
0.0360
1.6000
DF
319
N
320
Mean
3.7800
t Value
Pr > |t|
104.36
<.0001
Variable: 11. Assurance
Std Dev
Std Err
Minimum
0.6187
0.0346
1.4000
Maximum
5.0000
Maximum
5.0000
DF
319
N
320
N
320
Mean
3.7525
t Value
Pr > |t|
109.29
<.0001
Variable: 12. Empathy
Std Dev
Std Err
Minimum
0.7054
0.0394
1.4000
Maximum
5.0000
Mean
3.7766
DF
t Value
Pr > |t|
319
95.17
<.0001
Variable: 13. Pricing Package
Std Dev
Std Err
Minimum
0.6536
0.0365
1.7500
Maximum
5.0000
DF
319
t Value
103.36
Pr > |t|
<.0001
51
N
320
Mean
3.8328
Variable: 14. Promotion Attraction

Std Dev
Std Err
Minimum
0.6431
0.0360
1.7500
DF
319
t Value
106.61
Maximum
5.0000
Pr > |t|
<.0001
Variable: 15. Customer Satisfaction
320
Mean
3.7313
Std Dev
0.7390
DF
319
Std Err
0.0413
t Value
17.70
Minimum
1.3333
Maximum
5.0000
Pr > |t|
<.0001
Variable: 16. Customer Loyalty

N
320
Mean
3.7760
Std Dev
0.6813
DF
319
Std Err
0.0381
Minimum
1.3333
t Value
20.38
Pr > |t|
<.0001
Maximum
5.0000
Variable: 17. Repurchase Intention

N
320
Mean
3.7052
Std Dev
0.7335
DF
319
Std Err
0.0410
Minimum
1.3333
t Value
17.20
Pr > |t|
<.0001
Maximum
5.0000
Conclusion: The level of Customer satisfaction in Tangibles, Reliability, Responsiveness,
Assurance, Empathy, Pricing Packages, Promotion Attraction, Customer Satisfaction,
Loyalty and Repurchase intensions are significant high.
52
e. Independent T-test
Gender
Hypothesis: People who have different gender perceive promotion effectiveness
differently
Ho: People who have different gender between male and female perceive promotion not
effectiveness differently
35. Gender
Female
Male
Diff (1-2)
Mean
Std Dev
Std Err
Minimum
Maximum
166 3.7861
0.6509
0.0505
2.0000
5.0000
154 3.8831
0.6328
0.0510
1.7500
5.0000
-0.0970 0.6423
0.0719
35. Gender Method
Mean 95% CL Mean Std Dev 95% CL Std Dev
Female
3.7861 3.6864 3.8859 0.6509 0.5876 0.7296
Male
3.8831 3.7824 3.9839 0.6328 0.5692 0.7126
Diff (1-2) Pooled
-0.0970-0.2384 0.0444 0.6423 0.5960 0.6964
Diff (1-2) Satterthwaite-0.0970-0.2382 0.0443

Method
Variances DF t Value Pr > |t|
Pooled
Equal
318 -43.10 <.0001
SatterthwaiteUnequal 317.3-43.14 <.0001

Equality of Variances
Method Num DF Den DF F Value Pr > F
Folded F165
153
1.06
0.7245
Compare Variances
Conclusion: Equal Variances assumed
Decision: The null hypothesis is rejected.(Pr <.0001)

Conclusion: Male has higher promotion effectiveness than those who use female
Hypothesis: People who have different gender perceive reliability differently

Ho: People who have different gender between male and female perceive reliability not
differently
53
35. Gender
Female
Male
Mean
Std Dev
Std Err
Minimum
Maximum
166 3.7189
0.6661
0.0517
1.3333
5.0000
154 3.7825
0.6538
0.0527
1.6667
4.8333
0.6602
0.0739
Diff (1-2)
-0.0636
35. Gender Method
Female
3.7189 3.6168 3.8210 0.6661 0.6014 0.7467
Male
3.7825 3.6784 3.8866 0.6538 0.5881 0.7363
Diff (1-2) Pooled
-0.0636-0.2089 0.0817 0.6602 0.6127 0.7159

Method
Variances DF
t Value Pr > |t|
Pooled
Equal
-41.47 <.0001
318

Folded F165
153
1.04
0.8163
Compare Variances

Conclusion: Male has higher reliability than those who are female
Hypothesis: People who have different gender perceive assurance differently

Ho: People who have different gender between male and female perceive assurance not
differently
35. Gender
Female
166 3.7060 0.6641
0.0515
1.4000
5.0000
Male
154 3.8597 0.5569
0.0449
2.2000
5.0000
-0.1537 0.6149
0.0688
Diff (1-2)
Mean
Std Dev Std Err Minimum Maximum
54
35. Gender Method
Female
3.7060 3.6043 3.8078 0.6641 0.5995 0.7444
Male
3.8597 3.7711 3.9484 0.5569 0.5009 0.6271
Diff (1-2) Pooled
-0.1537-0.2891 -0.0184 0.6149 0.5706 0.6667
Diff (1-2) Satterthwaite-0.1537-0.2882 -0.0192

Method
Variances DF
t Value Pr > |t|
Pooled
Equal
-45.84 <.0001
318

Folded F165
153
1.42
0.0276
Compare Variances
Conclusion: Unequal Variances assumed

Conclusion: Male has higher assurance than those who are female
Hypothesis: People who have different gender perceive empathy differently

Ho: People who have different gender between male and female perceive empathy not
differently
35. Gender N
Mean
Std Dev Std Err Minimum Maximum
Female
166 3.7205 0.7694
0.0597
1.4000
5.0000
Male
154 3.7870 0.6298
0.0508
2.0000
4.8000
-0.0665 0.7057
0.0790
Diff (1-2)
35. Gender Method
Female
3.7205 3.6026 3.8384 0.7694 0.6946 0.8624
Male
3.7870 3.6867 3.8873 0.6298 0.5665 0.7093
Diff (1-2) Pooled
-0.0665-0.2219 0.0888 0.7057 0.6549 0.7652
55
Method
Variances DF
t Value Pr > |t|
Pooled
Equal
-38.84 <.0001
318

Folded F165
153
1.49
0.0124
Compare Variances
Conclusion: Unequal Variances assumed

Conclusion: Male has significantly higher empathy than those who are female
Post-paid/ pre-paid
Hypothesis: People who use different promotion package perceive promotion
Ho: People who use package between post-paid and pre-paid perceive promotion
3. Package using
Post-paid
Pre-paid
Diff (1-2)
N Mean Std Dev

55 3.8727 0.5851
265 3.8245 0.6552
0.0482 0.6439
Std Err Minimum Maximum

0.0789
2.2500
5.0000
0.0403
1.7500
5.0000
0.0954
3. Package using Method

Mean 95% CL Mean Std Dev 95% CL StdDev
Post-paid
3.8727 3.7146 4.0309 0.5851 0.4925 0.7207
Pre-paid
3.8245 3.7453 3.9038 0.6552 0.6038 0.7163
Diff (1-2)
Pooled
0.0482 -0.1395 0.2359 0.6439 0.5975 0.6981
Diff (1-2)
Satterthwaite0.0482 -0.1279 0.2243
Method
Pooled
Equal
318 -30.94 <.0001
SatterthwaiteUnequal 84.6 -33.33 <.0001
Compare Mean Decision : The null hypothesis is rejected. (Pr 0.0001 < 0.05)
Folded F
264
54
1.25 0.3187
Compare Variances
56

Conclusion: People who use post-paid have higher promotion effectiveness than those who
use pre-paid
Hypothesis: People who use different promotion package perceive reliability

differently
Ho: People who use package between post-paid and pre-paid perceive reliability
differently
3. Package using
Post-paid
Pre-paid
Diff (1-2)
N Mean Std Dev Std Err Minimum Maximum

55 3.7939 0.5826 0.0786
2.6667
4.6667
265 3.7403 0.6756 0.0415
1.3333
5.0000
0.0537 0.6607 0.0979

Post-paid
3.7939 3.6364 3.9514 0.5826 0.4905 0.7177
Pre-paid
3.7403 3.6585 3.8220 0.6756 0.6225 0.7385
Diff (1-2)
Pooled
0.0537 -0.1389 0.2463 0.6607 0.6131 0.7164
Diff (1-2)
Satterthwaite 0.0537 -0.1229 0.2303
Method
Variances
DF t Value Pr > |t|
Pooled
Equal
318 -30.10 <.0001
Satterthwaite Unequal 86.953 -33.16 <.0001
Folded F
264
54
1.34 0.1915
Compare Variances
Conclusion: People who use post-paid have higher reliability than those who use prepaid
Hypothesis: People who use different promotion package perceive responsibility

differently
Ho: People who use package between post-paid and pre-paid perceive responsibility
differently
3. Package using
Post-paid
Pre-paid
Diff (1-2)
N Mean Std Dev Std Err Minimum Maximum

55 3.7745 0.6533 0.0881
2.2000
5.0000
265 3.7562 0.6438 0.0395
1.6000
5.0000
0.0183 0.6454 0.0956
57

Post-paid
3.7745 3.5979 3.9511 0.6533 0.5500 0.8047
Pre-paid
3.7562 3.6784 3.8341 0.6438 0.5932 0.7038
Diff (1-2)
Pooled
0.0183 -0.1698 0.2065 0.6454 0.5989 0.6998
Diff (1-2)
Satterthwaite0.0183 -0.1739 0.2106
Method
Pooled
Equal
318 -31.18 <.0001
SatterthwaiteUnequal 77.32 -30.88 <.0001
Compare Mean Decision : The null hypothesis is rejected. (Pr 0.0001 < 0.05)
Folded F
54
264
1.03 0.8530
Compare Variances
Decision: The null hypothesis is not rejected.(Pr 0.8530< 0.05)
Conclusion: People who use Post-paid have higher responsibility than those who use prepaid
58
f. One way ANOVA

Hypothesis: People who have different occupation perceive product tangibility
differently
Ho: People who have different occupation have no different perception on product
tangibility
One-Way Analysis of Variance
Results
The ANOVA Procedure
Dependent Variable: 8.Tangibles

Source
DF Sum of Squares Mean Square F Value Pr > F
Model
6
6.0048233
1.0008039
3.29 0.0037
Error
313
95.0920517
0.3038085
Corrected Total319
101.0968750
R-Square Coeff Var Root MSE 8.Tangibles Mean
0.059397 13.94310 0.551188
3.953125
Source
DF Anova SS Mean Square F Value Pr > F
39. Occupation 66.00482328 1.00080388
3.29 0.0037
Means with the same letter are not significantly different.
Duncan Grouping
Mean
N 39. Occupation
A
4.2667 15 Unemployed
A
B
A
4.1217 46 Business Owner
B
A
B
A
4.1118 34 Freelancer/ Self-employed
B
A
B
A
3.9922 51 Private-employed
B
B
3.8833 12 Government-employed
B
B
3.8444
9 Others
B
B
3.8353 153 Student
Decision: the null hypothesis is rejected
Conclusion: People who have different occupation perceive product tangibility differently.
People who are unemployed significantly concern product tangibility. For governmentemployed and other jobs is less concern than unemployed
59
Hypothesis: People who have different age perceive product tangibility differently
Ho: People who have different age have no different perception on product tangibility
One-Way Analysis of Variance

Results
The ANOVA Procedure
Dependent Variable: 8.Tangibles

Source
Model
3
3.6285654
1.2095218
3.92 0.0090
Error
316
97.4683096
0.3084440
Corrected Total319
101.0968750
R-Square Coeff Var Root MSE 8.Tangibles Mean
0.035892 14.04907 0.555377
3.953125
Source DF Anova SS Mean Square F Value Pr > F
37. Age 33.62856545 1.20952182
3.92 0.0090
Means with the same letter are not
significantly different.
Duncan Grouping Mean N 37. Age
A
4.2261 23 More than 50
A
B
A
4.0820 61 35 - 50
B
B
3.8981 214 18 - 35
B
B
3.8455 22 Less than 18
Conclusion: People who have different age perceive product tangibility differently. People
with age more than 50 year-old significantly concerned about product tangibility.
Continued with age less than 18 to 35 is also concern about product tangibility.
Hypothesis: People who have different age perceive product reliability differently
Ho: People who have different age have no different perception on product reliability
Dependent Variable: 9.Reliability

Source
Model
3
9.7910147
3.2636716
7.99<.0001
Error
316
129.1533429
0.4087131
Corrected Total319
138.9443576
60
R-Square Coeff Var Root MSE 9.Reliability Mean

0.070467 17.05055 0.639307
3.749479
37. Age 39.79101469 3.26367156
7.99<.0001
A
4.0362 23 More than 50
A
A
4.0301 61 35 - 50
B
B
B
3.6667 214 18 - 35
3.4773 22 Less than 18

Conclusion: People who have different age perceive product reliability differently. People,
whose age 35 to more than 50-year-old, are significantly concern about product reliability.
Continued with age less than 18 to 35 is also concern about product reliability.
Hypothesis: People who have different marriage status perceive product assurance
differently
Ho: People who have different marriage status have no different perception on product
assurance
Dependent Variable: 11.Asurance
Source
Model
3
8.3658352
2.7886117
7.75<.0001
Error
316
113.7461648
0.3599562
Corrected Total319
122.1120000
R-Square Coeff Var Root MSE 11.Asurance Mean
0.068510 15.87205 0.599964
3.780000
Source
8. Marriage status 38.36583516 2.78861172
7.75<.0001
Means with the same letter are not significantly
different.
Duncan Grouping
Mean
N 8. Marriage status
A
4.1216 51 Married
61
B
B
B
A
A
C
C
C
4.0167
12 Divorce
3.7377
77 In the relationship
3.6856 180 Single

Conclusion: People who have different marriage status perceive product assurance
differently. People who are married give significant on product assurance while single give
less concern on product assurance.
Hypothesis: People who have different age have different customer satisfaction
Ho: People who have different age have no different customer satisfaction
Dependent Variable: 15. Customer Satisfaction
Source
Model
3
9.2915209
3.0971736
5.93 0.0006
Error
316
164.9293125
0.5219282
Corrected Total319
174.2208333
R-Square Coeff Var Root MSE 15.Customer Satisfaction Mean
0.053332 19.36204 0.722446
3.731250
37. Age 39.29152086 3.09717362
5.93 0.0006
A
4.1449 23 More than 50
A
B
A
3.9508 61 35 - 50
B
B
C
3.6433 214 18 - 35
C
C
3.5455 22 Less than 18
Conclusion: People who have different age have different customer satisfaction. Customer
with age more than 50 years old have significantly concerned on customer satisfaction in
product choosing. For people with age less than 18, the customer satisfaction is less
concern.
62
Hypothesis: People who have different occupation have different customer

satisfaction
Ho: People who have different occupation have no different customer satisfaction
Source
Model
6
12.0120193
2.0020032
3.86 0.0010
Error
313
162.2088141
0.5182390
Corrected Total319
174.2208333
0.068947 19.29349 0.719888
3.731250
Source
39. Occupation 612.01201928 2.00200321
3.86 0.0010
Duncan Grouping
Mean
N 39. Occupation
A
A
B
A
B
A
B
A
B
B
C
B
C
B
C
B
C
B
C
3.6209 153 Student
C
C
3.3333
9 Others
Conclusion: People who have different occupation have different customer satisfaction.
Customer who are employed by government is highly concern on customer satisfaction
while other jobs have lesser concern.
63
Hypothesis: People who have different spending per month have different customer
satisfaction
Ho: People who have different spending per month have no different customer satisfaction
Source
Model
3
13.0276818
4.3425606
8.51<.0001
Error
316
161.1931515
0.5101049
Corrected Total319
174.2208333
0.074777 19.14148 0.714216
3.731250
Source
7. Spending per mont 313.02768182 4.34256061
8.51<.0001
different.
Duncan Grouping Mean N 7. Spending per month
A
3.9825 114 More than 1000 Baht
B
B
B
B
B
3.6886 91 400-700 Baht

3.5946 37 Less than 400 Baht
3.4786 78 701-1000 Baht

Conclusion: People who have different spending per month have different customer
satisfaction. People who spend more than 1,000 Baht per month significantly concern on
customer satisfaction. Next, people who spend less than 400-1000 baht per month have
lesser concern.
Hypothesis: People who have different spending per month have different customer
loyalty
Ho: People who have different spending per month have no different customer loyalty
Source
Model
3
5.0868614
1.6956205
3.75 0.0114
Error
316
142.9739025
0.4524491
Corrected Total319
148.0607639
R-Square Coeff Var Root MSE 16.Customer Loyalty Mean
64
0.034357 17.81345 0.672643
3.776042
Source
7. Spending per mont 35.08686141 1.69562047
3.75 0.0114
different.
Duncan Grouping Mean N 7. Spending per month
A
3.9444 114 More than 1000 Baht
A
B
A
3.7207 37 Less than 400 Baht
B
B
3.6752 78 701-1000 Baht
B
B
3.6740 91 400-700 Baht
Conclusion: People who have different spending per month have different customer
loyalty. People who spend more than 1,000 Baht per month significantly have high on
customer loyalty. Next, people who spend 400-1000 baht per month have lesser loyalty.
Hypothesis: People who have different age have different customer loyalty
Ho: People who have different age have no different in customer loyalty
Source
Model
3
9.1096566
3.0365522
6.91 0.0002
Error
316
138.9511073
0.4397187
Corrected Total319
148.0607639
0.061526 17.56106 0.663113
3.776042
37. Age 39.10965660 3.03655220
6.91 0.0002
A
4.1594 23 More than 50
A
B
A
3.9727 61 35 - 50
B
A
B
A
3.9394 22 Less than 18
B
B
3.6620 214 18 - 35
65

Conclusion: People who have different age have different customer loyalty. People with
more than 50-year-old is significantly have customer loyalty while people age 18-35 have
lesser loyalty.
Hypothesis: People who have different occupation have different customer loyalty
Ho: People who have different occupation have no different customer loyalty
Source
Model
6
10.9506711
1.8251118
4.17 0.0005
Error
313
137.1100928
0.4380514
Corrected Total319
148.0607639
0.073961 17.52773 0.661855
3.776042
Source
39. Occupation 610.95067106 1.82511184
4.17 0.0005
Duncan Grouping
Mean
N 39. Occupation
A
A
B
A
B
A
B
A
B
B
C
B
C
B
C
3.7102 153 Student
B
C
B
C
C
C
3.5185
9 Others
Conclusion: People who have different occupation have different customer loyalty. People
who are unemployed is significantly have customer loyalty while people who have other
jobs have lesser loyalty.
Hypothesis: People who have different occupation have a different repurchase

intention
Ho: People who have different occupation have no different repurchase intention
66

Source
Model
DF
Sum of Squares Mean Square F Value Pr > F
11.4590454
1.9098409
313
160.1767184
0.5117467
Corrected Total 319
171.6357639
Error
R-Square
0.066764
3.73 0.0013
Coeff Var Root MSE 17.Repurchase Intention Mean

19.30700
0.715365
3.705208
Source
39. Occupation 611.45904544 1.90984091
3.73 0.0013
Duncan Grouping
Mean
N 39. Occupation
A
A
A
A
B
A
B
A
B
A
B
A
B
A
3.6078 153 Student
B
B
B
B
3.4815
9 Others
Conclusion: People who have different occupation have a different repurchase intention.
People who are government-employed and business owners have more repurchase
intention. Private-employed and others have less repurchase intention.
Hypothesis: People who have different marriage status have a different repurchase
intention
Ho: People who have different marriage status have no different repurchase intention
Source
Model
3
5.0483439
1.6827813
3.19 0.0239
Error
316
166.5874200
0.5271754
Corrected Total319
171.6357639
67
R-Square Coeff Var Root MSE 17.Repurchase Intention Mean

0.029413 19.59589 0.726068
3.705208
Source
8. Marriage status 35.04834394 1.68278131
3.19 0.0239
different.
Duncan Grouping
Mean
N 8. Marriage status
A
3.9739 51 Married
A
B
A
3.6870 180 Single
B
A
B
A
3.6667 12 Divorce
B
B
3.5758 77 In the relationship
Conclusion: People who have different marriage status have a different repurchase
intention. People who are married have more repurchase intention. People who are in a
relationship have less repurchase intention.
Hypothesis: People with different age have a different repurchase intention

Ho: People with different age have no different repurchase intention
Source
Model
3
11.0691646
3.6897215
7.26 0.0001
Error
316
160.5665993
0.5081221
Corrected Total319
171.6357639
R-Square Coeff Var Root MSE 17.Repurchase Intention Mean
0.064492 19.23851 0.712827
3.705208
37. Age 311.06916458 3.68972153
7.26 0.0001
A
4.1014 23 More than 50
A
A
3.9344 61 35 - 50
A
B
A
3.8939 22 Less than 18
68
B
B
3.5779 214 18 - 35

Conclusion: People with different age have a different repurchase intention. People who
are 35 years old and older having more repurchase intention and people who are 18-35
years old have less repurchase intention.
g. Chi-square
Hypo: There is a difference in top of mind telecommunication brand among groups
of people, who spend differently for mobile phone per month.
Ho: There is no difference in top of mind telecommunication brand among groups of
people, who spend differently for mobile phone per month.
Table of 7. Spending per month by 1. First brand in mind
1. First brand in mind
AIS DTAC True move Total
7. Spending per month
20
14
57 91
Frequency
59.434
400-700 Baht
Expected 16.209 15.356
27.27
Col Pct 35.09 25.93
19
15
44 78
Frequency
50.944
701-1000 Baht
Expected 13.894 13.163
21.05
Col Pct 33.33 27.78
9
5
23 37
Frequency
24.166
Less than 400 Baht Expected 6.5906 6.2438
11.00
Col Pct 15.79 9.26
9
20
85 114
Frequency
74.456
More than 1000 Baht Expected 20.306 19.238
40.67
Col Pct 15.79 37.04
57
54
209 320
Total
Frequency
Statistics for Table of 7. Spending per month by 1. First brand in mind
Statistic
DF Value Prob
Chi-Square
613.18880.0401
Likelihood Ratio Chi-Square 614.50420.0245

Mantel-Haenszel Chi-Square 1 7.22580.0072
Phi Coefficient
0.2030
Contingency Coefficient
0.1990
Cramer's V
0.1436
69
Decision: The null hypothesis is rejected. (Pr 0.0401<0.05)

Conclusion: There is a difference in top of mind telecommunication brand among groups
of people, who spend differently for mobile phone per month.
Hypo: There is a difference in monthly allowance among group of people, who spend
differently for mobile phone per month.
Ho: There is no difference in monthly allowance among group of people, who spend
differently for mobile phone per month.
Table Analysis
Results
The FREQ Procedure
Table of 7. Spending per month by 40. Monthly Allowance
40. Monthly Allowance
10.000 - 30,001 50,001 - Less than More than
30,000
50,000
100,000
10,000
100,000
Baht
Baht
Baht
Baht
Baht Total
7. Spending
per month
400-700
Baht
701-1000
Baht
Less than
400 Baht
More than
1000 Baht
Total
Frequency
Expected
Col Pct
Frequency
Expected
Col Pct
Frequency
Expected
Col Pct
Frequency
Expected
Col Pct
41
40.097
29.08
46
34.369
32.62
17
16.303
12.06
37
50.231
26.24
15
11.375
37.50
7
9.75
17.50
5
4.625
12.50
13
14.25
32.50
7
13.65
14.58
9
11.7
18.75
2
5.55
4.17
30
17.1
62.50
19
16.778
32.20
13
14.381
22.03
12
6.8219
20.34
15
21.019
25.42
9 91
9.1
28.13
3 78
7.8
9.38
1 37
3.7
3.13
19 114
11.4
59.38
Frequency
141
40
48
59
32 320
Statistic
DF Value Prob
Chi-Square
1241.4804<.0001
Likelihood Ratio Chi-Square 1241.4655<.0001
Mantel-Haenszel Chi-Square 1 5.5253 0.0187
Phi Coefficient
0.3600
0.3387
Cramer's V
0.2079
70

Conclusion: There is a difference in monthly allowance among group of people, who
spend differently for mobile phone per month.
Hypo: Male and female have a difference among groups of different in monthly
allowance.
Ho: Male and female have no difference among groups of different in monthly allowance.
Table of 35. Gender by 40. Monthly Allowance
30,001 50,001 - Less than More than
10.000 50,000
100,000
10,000
100,000
30,000 Baht
Baht
Baht
Baht
Baht Total
35.
Gender
Frequency
Female Expected
Col Pct
Frequency
Male Expected
Col Pct
Total
74
73.144
52.48
67
67.856
47.52
24
20.75
60.00
16
19.25
40.00
18
24.9
37.50
30
23.1
62.50
38
30.606
64.41
21
28.394
35.59
141
40
48
59
Frequency
Statistics for Table of 35. Gender by 40. Monthly Allowance
Statistic
DF Value Prob
Chi-Square
411.41190.0223
Phi Coefficient
0.1888
0.1856
Cramer's V
0.1888
Sample Size = 320
12 166
16.6
37.50
20 154
15.4
62.50
32 320

Conclusion: Male and female have a difference among groups of different in monthly
allowance.
Hypo: There is a difference in time using mobile phone/day among groups of people,
who have different marriage status
Ho: There is no difference in time using mobile phone/day among groups of people, who
have different marriage status
71
38.
status
Table of 38. Marriage status by 4. How long use mobile phone / d

1-4
4-8
Less than 1
More than 8
hours hours
hour
hours Total
Marriage
Frequency
Expected
Col Pct
Frequency
In the
Expected
relationship
Col Pct
Frequency
Married
Expected
Col Pct
Frequency
Single
Expected
Col Pct
Divorce
6
5.175
4.35
28
33.206
20.29
25
21.994
18.12
79
77.625
57.25
2
2.475
3.03
15
15.881
22.73
15
10.519
22.73
34
37.125
51.52
3
2.6625
4.23
12
17.084
16.90
10
11.316
14.08
46
39.938
64.79
1 12
1.6875
2.22
22 77
10.828
48.89
1 51
7.1719
2.22
21 180
25.313
46.67
138
66
71
45 320
Total
Frequency
Statistics for Table of 8. Marriage status by 4. How long use mobile phone / d
Statistic
DF Value Prob
Chi-Square
924.17710.0040
Phi Coefficient
0.2749
0.2650
Cramer's V
0.1587
Sample Size = 320
Conclusion: There is a difference in time using mobile phone/day among groups of people,
who have different marriage status.
72
Hypo: There is a difference in time using mobile phone/day among different

nationality
Ho: There is a difference in time using mobile phone/day among different nationality
Table of 36. Nationality by 4. How long use mobile phone / d
1-4
4-8
Less than 1
More than 8
hours
hours
hour
hours Total
36.
Nationality
Non-Thai
Thai
Total
Frequency
Expected
Col Pct
Frequency
Expected
Col Pct
24
28.894
17.39
114
109.11
82.61
20
13.819
30.30
46
52.181
69.70
10
14.866
14.08
61
56.134
85.92
13 67
9.4219
28.89
32 253
35.578
71.11
Frequency
138
66
71
45 320
Statistic
DF Value Prob
Chi-Square
38.27850.0406
Mantel-Haenszel Chi-Square 10.80250.3704
Phi Coefficient
0.1608
0.1588
Cramer's V
0.1608
Conclusion: There is a difference in time using mobile phone/day among different
nationality
73
Chapter 6: Implications and

Recommendations
1. Implications
According to the analysis of SAS output in Chapter 5, we will explain the
managerial implication of those results so as to come to a conclusion of possible reasons
for those results. First of all, it is easy to find in single linear regression test that all seven
independent variables coming from SERQUAL dimension are perceived as high with the
p-value lower than 0.05 and mean higher than 3. Secondly, we test the relationship
between the variables including independent, mediators and dependent variables by testing
mediators with multiple linear regression test. We have found that among seven
independent variables, there are only three factors, which are promotion effectiveness,
reliability, responsiveness and empathy, have the positive direct impacts on repurchase
intention. Additionally, customer satisfaction is affected directly in positive direction by
four elements, which are pricing package, promotion effectiveness, responsiveness and
empathy. Similarly, if customer satisfaction and customer loyalty played a role as
independent variables, they would directly influence positively on repurchase intention.
However, when customer satisfaction and customer loyalty become mediators, we can
only accept one positive relationship between customer loyalty and repurchase intention
due to the p-value lower than 0.05. In other words, customer satisfaction cannot be the
mediator, but customer loyalty. It could be explained by customer buying behavior.
Sometimes, consumers think about the quality of telecommunication product whether its
signal is good, the price is reasonable, the promotion is attractive or not If any of these
conditions are reached, customers might want to buy products without building the
satisfaction first.
After figuring out which variables can lead to increase repurchase intention, we
analyze how different each factor among sub-groups of respondents perceive value in
order to help TrueMove company see the gap in the market and solve the specific problem.
According independent T-test results, there are significant differences between post-paid
group and pre-paid group as well as gender in perceiving seven variables, satisfaction and
loyalty. People who use Post-paid package perceive product tangibility, pricing package,
promotion effectiveness, reliability, responsiveness, assurance, empathy, customer
74
satisfaction and customer loyalty higher than those who use Pre-paid package. Similarly,
male customers perceive six independent variables (excluding product tangibility),
customer satisfaction and customer loyalty higher than female customers. Therefore,
company should divide the target market by gender and usage package: post-paid and prepaid to make it easier to satisfy different wants and needs of different segments.
In addition, TrueMove should focus on customers in term of age, occupation and
marriage status to have quick response to different needs of each group. Thanks to oneway ANOVA results, we can see that there are significant differences among groups of
age, marriage status and occupation in perceiving customer loyalty and repurchase
intention. When mentioning about different perception in customer loyalty, we should
consider the difference in age. Senior group, who are more than 50 years old, with the
highest mean of 4.1594 perceive different from young group aged between 18 and 35 with
the lowest mean of 3.662. It is reasonable for the young to have low level of loyalty,
because young people always want to take risk trying new things, contracting to the
elderly. The next factor under concern is occupation. Unemployed people with highest
level of customer loyalty are different from people with other jobs taking the least level of
loyalty. It can be explained that people with no job usually stick to current brand since they
do not concern anything else but finding job. In term of repurchase intention, customers
with different age have a different repurchase intention. The result shows that people who
are 35 years old and older have more repurchase intention while people who are 18-35
years old have less repurchase intention. As the matter of fact, we have mentioned above,
young people want to change to new brand when they find it interesting. Therefore, the
chance for them to repurchase the previous brand is quite low. Moreover, people with
different marriage status also have different repurchase intention. Married people have
more repurchase intention than people do in a relationship. Finally, repurchase intention is
perceived differently among people who have different occupation. Government-employed
and business owners have different repurchase intention from private-employed and others
have less repurchase intention.
75
2. Recommendation
For this current situation of True Move and telecommunication industry in
Thailand, some key variables are used to determine marketing research problems.
According to the problem that we mentioned above in Chapter 1 which is to determine the
effectiveness of IMC campaign and the important of service quality by taking the
advantage of industry growth rate; we implemented both exploratory and descriptive
analysis to find out those factors. It is required the understanding on what are the
preferences and purchase intentions of the actual users, using strengths to grab the
opportunities, avoid the threats and reduces its own weaknesses. Across the
telecommunication industry, the same challenges arise again and again; how to acquire and
retain customers when competition is so intense. We found that the increasing on product
tangibility, promotion attractiveness, reliability, Responsiveness, assurance, empathy and
the decreasing on pricing package will lead to the increasing in customer satisfaction then
finally effect on repurchase intension through customer loyalty.
In order to improve those variables, we use the analyzing results from Analysis part to
recommend True Move as following:
1. Reliability: Fast and effective resolution of network outages is a critical
requirement for any telecommunications business seeking to improve efficiency
while delivering excellent customer service. This is especially true now that it is
easier than ever for customers to change providers or to vent their frustration in
public on internet forums and social networking sites. True Move must ensure their
communications are reaching the right customer, with the right message, over the
right channel and at the right time.
2. Product tangibility, assurance and empathy: True Move must consider offering
customers online self-service facilities that are convenient for them and which help
company themselves to collect payments faster, more efficiently and at lower cost.
In addition, the company should provide easy-to-understand graphical information
on the customers usage patterns, enabling them to choose the most beneficial tariff
for their circumstances.
3. Promotion attractiveness: True should pay their attention in deliver timely, relevant
marketing and advertising messages to mobile customers via SMS, which will
prove to result in higher click-through rates than email. On the other hand, True
tries to draw the attention of the consumer by price-promotions along with some
76
others, such as Free 3G; Giving extra 50% refill amount on Song-kran; Free SMS
to other True users on birthday; Reduces 50% price package for roaming.as we
mentioned in what customer over expected from True.
4. Pricing package: Price is the amount of money charged for a product or service, or
the sum of the values that customers exchange for the benefits of having or using
the product or service. Price fairness refers to consumers assessments of whether a
sellers price is reasonable, acceptable or justifiable or not. True should think more
about their number of pricing package to approve the different groups of
customers. Moreover, because students are more price sensitive than other
occupations, they are willing to pay less for high quality services. True should
primarily target more on other groups and then target on students. However, True
could provide price off for students due to the number of student users are
increasing in order to lower the level of their perceived price.
5. Repurchase intension: Aside from the seven variables described above that
associated to increase True Move repurchase intension; there is other one factor in
which the company should concern- that is the service brand purchased. According
to the result, people who have the highest service repurchase are the brand loyalty
customers. True Move should be more offensive to build and take more market
share by take this opportunity.
In conclusion, to increase the service repurchase intension, True should undertake the
several marketing tools such as WOM, buzz, advertising, price off promotion and other
promotional tools. It also must be both offensive and defensive for its market share in
telecommunication industry. Moreover, students should not be the primary target market;
the business owners and private employees should be initially focuses. Importantly, True
Move should acquire new customers.
77
References
http://telenor.com/investor-relations/company-facts/business-description/dtac-thailand/
http://www.adassothai.com/index.php/main/ad_expenditure
http://www.jtaer.com/aug2011/wong_hideki_george_p2.pdf
http://archive.lib.cmu.ac.th/full/T/2552/mba0952rk_ch2.pdf
http://www.kanomodel.com/tutorial.html
http://www.satisfactionstrategies.com/paper1.pdf
http://usatoday30.usatoday.com/money/smallbusiness/columnist/abrams/2006-04-14creating-loyalty_x.htm?csp=34a
Ruby Roy Dholakia, Miao Zhao, (2010) "Effects of online store attributes on customer
satisfaction and repurchase intentions", International Journal of Retail & Distribution
Management, Vol. 38 Iss: 7, pp.482 - 496
http://www.utexas.edu/research/cswr/survey/cssymposium/cspaper.pdf
Sureshchandar, G., & Rajendran, C. A. (2002). The Relationship Between Service Quality
and Customer Satisfaction: A Factor Specific Approach. Journal of Services Marketing ,
16 (4), 363-379.
http://webdb.ucs.ed.ac.uk/operations/honsqm/articles/ServqualButtle.pdf
http://usatoday30.usatoday.com/money/smallbusiness/columnist/abrams/2006-04-14creating-loyalty_x.htm?csp=34
http://www.technovationentrepreneur.com/2010/07/customer-satisfaction-perception-ofproduct-and-service-quality/
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Ailin Sriyam.(2010).Customers Satisfaction towards Service Quality of Front Office Staff

at the hotel. Masters Project, M.A. Bangkok: Graduate School, Srinakharinwirot
University.
Eugene W. Anderson. National Quality Research Center, School of Business
Admistration, The University of Michigan, Ann Arbor, Michigan 48109-1234
John L. Triplett, Oliver H.M. Yau, Cathy Neal, (1994), Assessing the Reliability and
Organisation, Asia Pacific Journal of Marketing and Logistics, Vol.6 Iss: 1 pp. 41 62.
Fujun Lai, Joe Hutchinson, Dahui Li, ChanghongBai, (2007), An empirical assessment
and application of SERVQUAL in mainland Chinas mobile communications industry,
International Journal of Quality & Reliability Management, Vol.24 Iss: 3 pp. 244 262.
Fire alarm system http://www.everday.com/quality.php
William E. Youngdahl a,., Deborah L. Kellogg. School of Management, Arizona State
Universio, West, 4701 W. Thunderbird Road, Phoenix, AZ 85069-6221, USA. College of
Business and Administration, Universi O, of Colorado - Denver, Denver, CO 80217-3364,
USA
Service Quality and Customer Satisfaction in a Telecommunication Service Provider.
Universiti Teknologi MARA (UiTM) Perak, Malaysia
Service Quality and Customer Satisfaction in a Telecommunication Service Provider.
Universiti Teknologi MARA (UiTM) Perak, Malaysia
http://www.empathyinsight.com/what-is-customer-empathy-or-personal-service.html
http://managementink.wordpress.com/category/customer-satisfaction-2/
http://www.tmcnet.com/channels/customer-experience-management/articles/
Roger
Hallowells
seminal
1996
Harvard
Business
School
study.
http://www.business2community.com/loyalty-marketing/customer-satisfaction-andcustomer-loyalty-it%E2%80%99s-like-%E2%80%9Clike-vs-love%E2%80%9D-070774
viii
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Department of Business Management, Science and Research Branch, Islamic Azad
University, Tehran, Iran, 2012
Published by Canadian Center of Science and Education
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Viggo Hst, Michael Knie-Andersen, (2004),"Modeling customer satisfaction in mortgage
credit companies", International Journal of Bank Marketing, Vol. 22 Iss: 1 pp. 26 42
Fujun Lai, Joe Hutchinson, Dahui Li, Changhong Bai, (2007),"An empirical assessment
and application of SERVQUAL in mainland China's mobile communications industry",
International Journal of Quality & Reliability Management, Vol. 24 Iss: 3 pp. 244 262
John L. Triplett, Oliver H.M. Yau, Cathy Neal, (1994),"Assessing the Reliability and
Organisation", Asia Pacific Journal of Marketing and Logistics, Vol. 6 Iss: 1 pp. 41 62
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Marketing and Logistics, Vol. 24 Iss: 1 pp. 78 101
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Schmid, K. (2003). Foundation for Information Sharing. Police Chief , 70 (11), 18-20
Sureshchandar, G., & Rajendran, C. A. (2002). The Relationship Between Service Quality
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ix
Appendix
Questionnaire about True Move Service Provider
Part I: General Information
1. What is the first brand of telecommunication service provider first come to your
mind?_____________________________________
2. Your current service provider of your mobile phone is TrueMove. (if yes, continue
to question 3, if no, go to question 35)
1. Yes
2. No
3. What is the package that you use for you mobile phone?
1. Pre-paid
2. Post-paid
4. How long that you use your mobile phone per day (approximately)?
1. Less than 1 hours
2. 1-4 hours
3. 4-8 hours
4. More than 8 hours
5. How do you know about True Move before you use? (choose only 1)
1. Newspaper/ Magazines
2. Parents/Relatives
3. Television
4. Friends
5. Social network/ Internet
6. Others
6. What is the first thing come to your mind when talk about True Move?
1. High speed internet
2. Reasonable price
3. Promotion Effectiveness
4. Good signal
5. Others
7. How much do you spent for mobile phone per month approximately?
1. Less than 400 baht
2.
400 700 baht
3.
701 1,000 baht
4. More than 1,000 baht
Part II: Measuring Variables

Please mark on the number that describes you the most
5 = strongly agree
4 = Agree
3 = Neutral
2 = Disagree 1 = strongly disagree

Strongly Agree
Variable and Statement
Strongly Disagree
5
8. Tangibles
8.1 True Move has up-to-date equipment.
8.2 True Move store facilities are eye-catching.
8.3 True Move staff is well dressed and neat in appearance.
8.4 True Move store decorations are suitable with the type
of services provided.
8.5 Overall, the quality of True Move in tangibles area, such
as equipment and appearance is good.
9. Reliability
9.1 When True Move promises to do something, it does so.
9.2 When customer has problems, True Move is supportive
to customer and shows sincere interest in solving problems.
9.3 True Move is trustworthy.
9.4 True Move provides services at the time it promises.
9.5 True Move keeps statement accurately.
9.6 Overall, service reliability of True Move is good.
10. Responsiveness
10.1 True Move tells you exactly when services will be
performed.
10.2 You are received prompt service from True Move staff.
10.3 True Move staff are always willing to help you.
10.4 True Move staff can promptly response to your
requests even when they are busy.
10.5 Overall, service responsiveness of True Move is good.
11. Assurance
11.1 True Move staff can be trusted.
11.2 You feel safe to use the service of True Move.
xi
11.3 True Move staff are polite.

11.4 True Move staff get enough support from True Move
to do their job well.
11.5 Overall, service assurance of True Move is good.
12. Empathy
12.1 True Move staff gives the customer individual
attention.
12.2 True Move staff know your needs.
12.3 True Move staff have your best interests at heart.
12.4 True Move has operating hours convenient to all.
12.5 Overall, empathy of True Move is good.
13. Pricing Package
13.1 The pricing package of True Move is reasonable.
13.2 True Move has variety of pricing package for
customers to choose.
13.3 True Move has good pricing packages.
13.4 Overall, pricing package of True Move satisfy your
needs and wants.
14. Promotion Attractiveness
14.1 True Move has many attractive promotions for mobile
customers.
14.2 True Move promotions campaign is better than its
competitors (AIS or DTac).
14.3 True Move launch new promotions frequently.
14.4 Overall, the promotion campaigns of True Move are
attractive for you.
15. Customer Satisfaction
15.1 The services of True Move are close to my
expectations.
15.2 Your fulfillment of using True Move service is
pleasant.
15.3 Overall, you are satisfied with True Move.
xii
16. Customer Loyalty

16.1 I would be willing to pay a higher price for True Move
over other brands.
16.2 If AIS or DTac were to offer a better deal on their
service, I would switch.
16.3 Overall, I have a trust in True Move.
17. Repurchase Intention
17.1 If I were to choose a mobile phone service provider
today, I would choose True Move again.
17.2 You intend to purchase more service from True Move
because it is reliable provider.
17.3 Overall, you will choose True Move in the next chance
of choosing mobile phone service provider.
xiii
Part III: Attributes

Please mark on the answer that show how do you feel about TrueMove
Attributes
I like
it
It is
basic
need
I dont
care
I can
live
dislike
with it
it
18a. If TrueMove has signal available inside the

elevator
18b. If TrueMove has no signal inside the elevator
19a. If True provides 3G for free
19b. If True does not have free 3G
20a. If True provides free Wi-Fi
20b. If True has no free Wi-Fi
21a. If your problem can be solved when calling to
Call Center
21b. If your problem cannot be solved when
calling to Call Center
22a. If Call Center is available 24 hours a day
22b. If Call Center is not available 24 hours
23a. If True Care Chat (Online Call Center) can
response you within 15 minutes
23b. If True Care Chat (Online Call Center) takes
you longer than 15 minutes waiting for response
24a. If True launches more outlets and kiosks
24b. If True closes some outlets and kiosks
25a. If TrueMove gives extra 50% amount when
you refill money on Songkran Festival
25b. If TrueMove does not have promotion that
give extra 50% amount when you refill money on
Songkran
26a. If we can send free SMS free to other True
users on our birthday
26b. If we cannot send free SMS free to other True
users on our birthday
xiv
27a. If True reduces 50% the price package for

roaming when you go abroad
27b. If True does not reduce 50% the price
package for roaming when you go abroad
28a. If True launches the promotion campaign by
lucky draw to win the trip to Europe once a year
for customer
28b. If True has no the promotion campaign by
lucky draw to win the trip to Europe once a year
for customer
29a. If Truemove gives reward to customer who
use over 500 per months?
29b. If Truemove doesn't give reward to customer
who use over 500 per months. (such as free 100
sms & 50mms)
30a. If True provides snacks and drinks for free in
the outlets/kiosks for customers
30b. If True does not provide snacks and drinks for
free in the outlets/kiosks for customers
31a. If True provides VIP lounge for executive
users in service center
31b. If True has no VIP lounge for executive users
in service center
32a. If True has 4G network in near future
32b. If True has no 4G network in near future
33a. If True offers a money transfer service from
sim to sim
33b. If True does not offers a money transfer
service from sim to sim
34a. If True provides miss called alert via text
messages when your phone is out of battery
34b. If True does not provide miss called alert via
text messages when your phone is out of battery
xv
Part IV: Personal Data

35. Gender
1. Male
2. Female
36. Nationality
1. Thai
2. Non-Thai
37. Age
1. Less than 18
2. 18-35
3. 36-50
4. More than 50
38. Marriage status

1. Single
3. Married
2. In relationship
4. Divorce
39. Occupation
1. Student
2. Freelancer/Self-employed
3. Private-employed
5. Business Owner
6. Unemployed
4. Government-employed
7. Others
1. Less than 10,000 Baht
2. 10,000 30,000 Baht
3. 30,001 50,000 Baht
4. 50,001 100,000 Baht
5. More than 100,000 Baht
Thank You
xvi
____________________________________________________
1
1.
_____________________________________
2.
(3)
3.
1.
2.
4.
1.
3. 4-8
5.
2. 1-4
4.
1.
/
3.
5. Social network/ Internet
6.
(
)
2.
4.
6.
1.
2.
3.
4.
5.
/
7.
1.
2.
5.
7.
400
400 700
701 1,000
1,000
xvii
5=
4=
3=
2=
1=
8.1
8.2
8.3
8.4
8.5
9.1
9.2
9.3
9.4
9.5
9.6
10.1
10.2
10.3
10.4
10.5
11.1
11.2
11.3
11.4
11.5
13.
.1
13.2
13.3
xviii
13.4
13.5
14.
13.1
13.2
13.3
13.4
14.1
14.2
14.3
14.4
15.1
15.2
15.3
16.1
16.2
16.3
17.1
17.2
17.3
xix
It is
basic
need
()
I can
live
dislike
with it
it
18a.
18b.
19a. 3G
19b. 3G
20a. Wi-Fi
20b. Wi-Fi
21a.
21b.
22a. 24
22b. 24
23a. ()
/
15
23b. ()
/15
24a.
24b.
25a.
25b.
xx
26a.
26b.
27a.50%
27b. 50%
28a.
28b.
29a.
500
(100 )
29b. 500
(100 )
30a.
30b.
31a.
31b.
32a. 4G
32b. 4G
33a.
33b.
34a.
34b.
xxi
35.
1.
36.
1.
2.
2.
37.
1.
18
3. 36-50
38.
1.
3.
39.
1.
3.
5.
7.
2. 18-35
4.
50
2.
4.
2.
4.
6.
40.
/
1.
10,000
2. 10,000 30,000
3. 30,001 50,000
4. 50,001 100,000
5.
100,000
xxii

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Customer Satisfaction Research:

How to Delight Our Customers

Company: True Move

Martin de Tours School of Management and Economics

Group Acknowledgement Form

Customer Statisfaction research: How to delight your customer

Group Members Names

Vo Thi Quynh Thy

Nguyen Thu Thao

Vo Thi Quynh Thy

Nguyen Thu Thao

GROUP ACKNOWLEDGEMENT FORM...................................................................... I

CHAPTER 2: LITERATURE REVIEW .......................................................................... 4

CHAPTER 3: RESEARCH FRAMEWORK ................................................................. 11

CHAPTER 4: RESEARCH METHODOLOGY ............................................................ 17

CHAPTER 5: DATA ANALYSIS AND RESULTS ....................................................... 34

CHAPTER 6: IMPLICATIONS AND RECOMMENDATIONS ................................ 74

REFERENCES ................................................................................................................ VII

What is the scope of the business?

Who are the target customers?

How can the company target customers (demographic segmentation)?

Qualitative method/Quantitative method:

What is the frequency of making purchase?

How do product tangibility, Pricing package, Promotional effectiveness,

Reliability, Responsiveness, Assurance and Empathy relate to customer satisfaction?

How do Customer satisfaction and customer loyalty relate to Purchase

How do customers choose the service (customers requirements and

quality, pricing strategy, promotion campaign, customer service)?

impact on product sales?

Why should customers buy a True Move pricing package instead of a

What are the benefits of using True Move pricing package?

What is the expectation from customer on product quality?

What are the criteria of good customer service?

How do five dimension of SERVQUAL (Assurance, Empathy, Reliability,

Responsiveness and Tangible) affect to customers of True?

5. Organization of the Remaining Chapters

Chapter 2: Literature Review

2. Review of Theoretical Foundations

Quadrant I (High Importance/Low Performance) is labeled Concentrate Here

Quadrant II (High Importance/High Performance) is labeled Keep up the good

Quadrant III (Low Importance/Low Performance) is labeled Low Priority.

Quadrant IV (Low Importance/High Performance) is labeled as Possible

3. Extensive Review Literature on Key Variables5

understanding/knowing customer, and tangibles. Later on, in 1988, the 10 dimensions

dimensions, which are tangibles. Reliability,

Responsiveness, Assurance and Empathy:

Chapter 3: Research Framework

Independent variables: Product Tangibility, Pricing Packaging, Promotion

Mediator variables: Customer Satisfaction

Intervening variable: Customer Loyalty

Dependent variable: Repurchase Intention

Conceptual framework for our research:

2. Pricing package and Customer Satisfaction

3. Promotion Effectiveness and Customer Satisfaction

4. Reliability and Customer Satisfaction

5. Responsiveness and Customer Satisfaction

6. Assurance and Customer Satisfaction

7. Empathy and Customer Satisfaction

Fire alarm system http://www.everday.com/quality.php

William E. Youngdahl a,., Deborah L. Kellogg. School of Management, Arizona State

8. Customer Satisfaction and Customer Loyalty

9. Customer Loyalty and Repurchasing Intention

10. Customer Satisfaction and Repurchasing Intention

Chapter 4: Research Methodology