Factors of customer satisfaction towards Thai's phone service industry.

Abstract

Smart devices are being popular and growing daily and service providers are making huge profits today special focus in Thailand. Service providers believed that phone service industry payless cost if they chose to maintain customer and cost more if they preferred to attract new clients. Therefore, the purpose of this research is to crosscheck on current customer’s preference and to confirm on what customer actually concerned for their satisfaction. The research utilizes the qualitative approach using the in-depth interview. The interview was conducted in Bangkok area with 25 Thai respondents in working age folks. This study revealed that all of 4Ps are significant to customers; products, promotion, price and place accordingly. In addition, the customer unwillingness to change, co-promotion between brands and more internet users do networking through mobile phone, which might be important keys for future trends. KEY WORDS: Service Providers / Customer satisfactions / 4Ps of marketing mix / Phone Service Industry/ Internet users