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

15 Pages Posted: 13 Feb 2016

See all articles by Theingi

Theingi

Assumption University

Suchira Phoorithewet

Assumption University

Yunmei Wang

Assumption University

Sikankaew Panthongprasert

Assumption University

Date Written: February 11, 2016

Abstract

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.

Keywords: customer engagement, service quality, customer loyalty, competitive promotional package

Suggested Citation

Theingi and Phoorithewet, Suchira and Wang, Yunmei and Panthongprasert, Sikankaew, The Antecedents and Consequences of Customer Engagement: An Exploratory Study on Mobile Network Business in Thailand (February 11, 2016). Available at SSRN: https://ssrn.com/abstract=2731321 or http://dx.doi.org/10.2139/ssrn.2731321

Theingi (Contact Author)

Assumption University ( email )

592/3 Ramkhamhaeng 24
Hua Mak
Bangkapi, Bangkok 10240
Thailand

Suchira Phoorithewet

Assumption University ( email )

592/3 Ramkhamhaeng 24
Hua Mak
Bangkapi, Bangkok 10240
Thailand

Yunmei Wang

Assumption University ( email )

592/3 Ramkhamhaeng 24
Hua Mak
Bangkapi, Bangkok 10240
Thailand

Sikankaew Panthongprasert

Assumption University ( email )

592/3 Ramkhamhaeng 24
Hua Mak
Bangkapi, Bangkok 10240
Thailand

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