Building Customer Loyalty Through Service Quality, Customer Engagement and Commitment : The Case of Mobile Network Providers in Thailand

In the advent of dramatic changes in today's marketplace, businesses face number of difficult challenges that make customer loyalty more important than ever. This paper explores the associations of variables; namely, service quality, customer engagement, commitment and customer loyalty of service providers of mobile network in Thailand. The results obtained from this research will offer necessary feedback for researchers and practitioners to understand the factors underpinning customer loyalty. The study used a sample of 120 usable questionnaires collected from users of different mobile network providers. Exploratory factor analysis and correlation analysis was performed on service quality, commitment, customer engagement and customer loyalty behavior variables to test research hypotheses. Data analysis shows that service quality, promotional offers, commitment, customer engagement has positive association on customer loyalty. The results indicate that service quality has relatively stronger relationship with affective commitment and weak relationship with online engagement. The study identifies the significant association of competitive promotional package has with customer engagement as well as affective and calculative commitment. This research can be considered as the basis for a more extensive research. Studies covering other geographical are warranted to accurately predict customer loyalty and the associative factors