The Antecedents and Consequences of Customer Engagement: An Exploratory Study on Mobile Network Business in Thailand

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au.link.externalLink[Full Text] (https://papers.ssrn.com/sol3/Papers.cfm?abstract_id=2731321)
dc.contributor.authorSuchira Phoorithewet
dc.contributor.authorTheingi
dc.contributor.authorWang, Yunmei
dc.contributor.authorSikankaew Panthongprasert
dc.date.accessioned2018-05-11T02:55:15Z
dc.date.available2018-05-11T02:55:15Z
dc.date.issued2016-01
dc.description.abstractThis 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.en_US
dc.format.extent15 pagesen_US
dc.format.mimetypeapplication/pdfen_US
dc.identifier.citationThe XV International Business and Economy Conference, IBEC 2016, held in Nurtingen, Stuttgart Metropolitan Region, Germany in Jan. 6-9, 2016 (Nurtingen-Geislingen Universityen_US
dc.identifier.urihttps://repository.au.edu/handle/6623004553/20812
dc.language.isoengen_US
dc.rights.holderSuchira Phooritheweten_US
dc.rights.holderTheingi
dc.rights.holderWang, Yunmei
dc.rights.holderSikankaew Panthongprasert
dc.subjectCustomer engagementen_US
dc.subjectService qualityen_US
dc.subjectCustomer loyaltyen_US
dc.subjectCompetitive promotional packageen_US
dc.titleThe Antecedents and Consequences of Customer Engagement: An Exploratory Study on Mobile Network Business in Thailanden_US
dc.typeTexten_US
mods.genreConference Paperen_US
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