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Title

Investigating the antecedents to loyalty of Internet service providers in Thailand: developing a conceptual model

Author(s)

Thaichon, Paramaporn;  Lobo, Antonio;  Mitsis, Ann

Abstract

This research aims to investigate the antecedents to customer retention and brand loyalty of Internet Service Providers (ISP) in Thailand. There are several reasons why consumers are motivated to purchase and repurchase Internet service packages. We have evaluated relevant extant research which has been well developed in Western countries. We then develop a conceptual model and intend to validate this in Thailand – a fast growing economy where Internet services are increasingly being marketed. The exogenous constructs of the conceptual model include influential factors such as network quality, customer service, information support, security and value. The endogenous constructs include cognitive and affective determinants such as trust, satisfaction, commitment and loyalty. We intend to empirically validate the conceptual model by obtaining relevant data in the near future.

Publication type

Conference paper

Research centre

Swinburne University of Technology

Source

Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC 2012), Adelaide, South Australia, Australia, 03-05 December 2012

Publication year

2012

Keyword(s)

Antecedents;  Conceptual model;  Customer retention;  Internet service providers;  ISPs;  Loyalty;  Services marketing;  Thailand

Publisher

Australian and New Zealand Marketing Academy and and Ehrenberg-Bass Institute for Marketing Science, Edith Cowan University

ISBN

9780646563305

Publisher URL

http://anzmac.info/conference/anzmac-2012-proceedings/

Copyright

Copyright © 2012 The authors. The published version is reproduced in accordance with the copyright policy of the publisher.

Full text

Peer reviewed