Browsing by Author "Theingi"
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    The Antecedents and Consequences of Customer Engagement: An Exploratory Study on Mobile Network Business in Thailand
    ( 2016-01) Suchira Phoorithewet ; Theingi ; Wang, Yunmei ; Sikankaew Panthongprasert
    This study explores the antecedents and consequences of customer engagement behavior in the Thai mobile network business. A qualitative research using 15 interviews was conducted to identify the service quality dimensions, customer engagement behaviors and customer loyalty. The respondents’ main concerns were related to technical and functional service quality and their engagement behavior were addressed mostly in offline mode when they interacted with their family, friends and occasionally communicating to the mobile providers. It was found that the approach to switching behavior and cross-buying behavior were connected to customer loyalty behaviors. However, spending behaviors of customers may not be a good indicator for customer loyalty in mobile network business because those who do not have intention to switch to another brand do not necessarily increase their spending. In addition, most respondents are concerned with competitive promotional packages, which influence customer engagement behavior. Hence, it was proposed that service quality and competitive promotional packages are antecedents to customer engagement behaviors and all these factors are important in explaining customer loyalty toward mobile network providers in Thailand.
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    The Antecedents and Consequences of Customer Engagement: An Exploratory Study on Mobile Network Business in Thailand
    ( 2016) Theingi ; Suchira Phoorithewet ; Wang, Yunmei ; Sikankaew Panthongprasert
    This study explores the antecedents and consequences of customer engagement behavior in the Thai mobile network business. A qualitative research using 15 interviews was conducted to identify the service quality dimensions, customer engagement behaviors and customer loyalty. The respondents’ main concerns were related to technical and functional service quality and their engagement behavior were addressed mostly in offline mode when they interacted with their family, friends and occasionally communicating to the mobile providers. It was found that the approach to switching behavior and cross-buying behavior were connected to customer loyalty behaviors. However, spending behaviors of customers may not be a good indicator for customer loyalty in mobile network business because those who do not have intention to switch to another brand do not necessarily increase their spending. In addition, most respondents are concerned with competitive promotional packages, which influence customer engagement behavior. Hence, it was proposed that service quality and competitive promotional packages are antecedents to customer engagement behaviors and all these factors are important in explaining customer loyalty toward mobile network providers in Thailand.
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    How exporters' and intermediaries' resources influence export performance
    ( 2011) Theingi
    Purpose: The purpose of the paper is to investigate the influence of firm resources and export intermediary resources on export performance using the resource-based view (RBV). Methodology: Data was collected from 320 small and medium sized exporters from Thailand and the unit of analysis was an export venture. Cluster analysis and discriminant analysis were used to test whether the availability of firm resources and intermediary resources vary between different SME clusters. Finding: Results show that the high performing cluster used their intermediary resources and their own internal marketing capabilities to a greater extent than lower performing clusters. Practical implications: The findings are particularly important for resource-constrained SMEs, as they need to focus on developing marketing apabilities and choosing intermediaries with a high level of experience and knowledge for their particular export market. Originality/value: This research confirms the applicability of RBV in export literature extending current RBV theory. The findings in the paper indicate that the availability of firm resources as well as intermediary resources are important in determining export performance in an export-driven Thai economy. Research highlights: The impact of firm resources and intermediaries resources on export performance was investigated. High performing firms used more intermediaries resources and own marketing capabilities. It is important to choose the intermediary with high level of knowledge and experience. Both firm resources and intermediary resources are important in determining export performance.
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    The importance of resource-based view in export performance of SMEs in Thailand
    (Assumption University, 2004) Theingi ; Purchase, Sharo, jt. auth. ; Assumption University. Martin de Tours School of Management and Economics
    This study focuses on the importance of manufacturing SMEs in the Thai export economy and develops propositions based on the Resource-Based View adapted from the Strategic Management literature. This study also highlights the important link between variety of firm resources and export performance.
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    Service quality, satisfaction, and behavioural intentions : a study of low-cost airline carriers in Thailand
    ( 2009) Theingi
    Purpose - The purpose of this paper is to examine the relationships among the constructs of service quality, satisfaction, and behavioural intentions in passengers of three low-cost carriers (LCCs) offering airline services in Thailand. Design/methodology/approach - A large sample of 1,212 passengers who had travelled on LCCs in Thailand in the preceding 12 months is surveyed to test four hypothesised relationships among the constructs of service quality, satisfaction, and behavioural intentions using structural equation modelling (SEM). Findings - The study finds that the order of importance of the dimensions of service quality tested here is: flight schedules; flight attendants; tangibles; and ground staff. Passenger satisfaction with these service-quality dimensions is found to be very important in explaining behavioural intentions. Satisfied passengers are mostly influenced by the schedule. Such customers engage in positive word-of-mouth communication and have high repurchase intentions. Dissatisfied passengers prefer to change airlines, rather than provide feedback to the LCCs. Research limitations/implications - The study has not definitively established causality among the constructs of service quality, satisfaction, and behavioural intentions. Moreover, satisfaction is based only on service quality. Future research should examine the causality and other possible satisfaction factors. Practical implications - Managers of LCCs who have not traditionally placed a high priority on quality should be aware of the importance of service quality and passenger satisfaction in determining the behavioural intentions of passengers of LCCs. Originality/value - The study provides an example of the use of a revised set of SERVPERF service-quality dimensions. The study also posits passenger satisfaction and behavioural intentions in a single model in the context of LCCs in Thailand.
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    Social capital in Southeast Asian business relationships
    ( 2008) Theingi ; Yokfar Phungphol
    Social capital is the glue and the lubricant facilitating network behavior [Anderson, A. & Jack, S. (2002). The articulation of social capital in entrepreneurial networks: a glue or a lubricant?. Entrepreneurship & Regional Development, 14, 193-210.]. The purpose of this paper is to add to the current literature on social capital by investigating social capital structures, opportunity, motivation and ability within export relationships in Thailand. We conceptualize social capital following Adler and Kwon [Adler, P. & Kwon, S-W. (2002). Social Capital: Prospects for a New Concept. Academy of Management Review, 27 (1), 17-40.] and use interview data to further explore the construct. Our results indicate that the social structures from which social capital is drawn are not independent for large overlaps are present. Opportunity, motivation and ability are linked with a common thread of trust. The research highlights implications for managers wishing to develop social capital or use social capital as a marketing strategy.