customer satisfaction toward truemove customer sevice

8/12/2019 Customer Satisfaction Toward Truemove Customer Sevice

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Program: MIMA International Marketing

Course: EFO705 International Marketing Masters Thesis

Supervisor: Jan Lwstedt

Date: June 8th 2008

CUSTOMER SATISFACTION TOWARD

TRUEMOVE CUSTOMER SERVICE


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Abstrac t

Date: June 8th 2008

Program: Master Thesis o! International Marketing

Course Code: EFO705

Supervisor: Jan Lwstedt

Autors: "hokaew #oo$gra$e% 8&072'

(aider )a*a A$$as% 820+0+

,un-anu.h "hutti/a% 7508'2

Tit!e: "usto/er atis!a.tion toward TrueMo1e "usto/er er1i.e

Pro"!em Stateme#t: (ow are TrueMo1e .usto/ers satis!ied with the .usto/erser1i.e ro1ided at TrueMo1e shos in 3angkok4

Purpose: To e1aluate whether6 and how6 TrueMo1e .usto/ers are satis!ied or

dissatis!ied with the .usto/er ser1i.e ro1ided at TrueMo1e shos in the 3angkok

region with the hel o! e1aluation o! ser1i.e ualit- $- .usto/ers o! the sho

Teor$ a#d Metods: The resear.h $ases /ainl- on uantitati1e /ethod9 that

is uestionnaire /ethod The er1i.e :ualit- ;a whi.h ai/s to /easure the

.usto/er satis!a.tion $- .o/aring their e


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Acknowledgement

The a..o/lish/ent o! this stud- is a .ontinuous result o! .ontri$utions $- indi1iduals

whose .ontinuous hel and assistan.e during ea.h hase o! resear.hing ro.ess is greatl-are.iated $- the authors First o! all the authors would like to thank ,ro!essor JanLwstedt whose suer1ision had enlightened the authors with a lot o! knowledgea$lead1i.e and whose assistan.e had $een with the authors sin.e the 1er- !irst stes o!resear.hing until the end

Euall- i/ortant is TrueMo1e "o/an-9 .onta.t erson Miss #an.hanawan ira-aAssistant ?ire.tor o! TrueMo1e whose de1otion had $een in rel-ing the inter1iewuestions gi1ing reuired in!or/ation and .onta.ting all TrueMo1e hos in 3angkokregion to distri$ute the uestionnaire Also the authors would like to thank Mr )at*iorno.hitha/kul9 "usto/er "orresonden.e o! TrueMo1e in .onta.ting with the authors !orreorting the uestionnaire result through TrueMo1e data$ase @ithout the assistan.e o!$oth the authors would !ind it i/ossi$le to !inish this stud-

Also the authors would like to thank Ms risa/orn #oo$gra$e one o! authors /othersarti.ularl- !or assisting with the .onta.t with TrueMo1e through the a!oresaid ersonsThe assuran.e o! lots o! .onta.t in!or/ation and other /is.ellaneous rele1ant issues .ouldnot $e addressed without her hel

The authors also are thank!ul to the oonent grous who had gi1en .onstru.ti1e.o//ents !or the i/ro1e/ent o! this aer As well as sharing great eni1ersit- had enhan.ed the learning e


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T ab le of Co nte nts

C)APTER +: INTRODUCTION ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, +

+,+ TrueMove: te Fo%a! Compa#$ ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, +

''' TrueMo1e 3a.kground '''2 TrueMo1es ,rodu.ts and er1i.e C

''C "usto/er er1i.e at TrueMo1e C

+,- Mo"i!e Operator Mar(et i# Tai!a#d: A# Out!oo(,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,.

'2' Attra.ti1eness o! Mo$ile Oerator Market in Thailand &

'22 An Outlook to the .urrent situations 5

+,/ Pro"!em Stateme#t ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, 0

+,. Purpose ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, 1

+,0 De!imitatio#s ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, 1

+,1 Target Audie#%e,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, 2

+,2 Stru%ture o3 te Paper ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, 2

C)APTER -: 4ITERATURE REVIEW ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, +5

-,+ Tai!a#d Mo"i!e mar(et 6 %ustomer satis3a%tio# ,,,,,,,,,,,,,,,,,,,,,,,,,,, +5

-,- Previous studies i# re!ave#t area,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, ++-,/ Core teories dis%ussed ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, +0

C)APTER /: MET)ODO4O78 ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, +2

/,+ Te Se!e%ted Topi% ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, +2

/,- Te Cose# Teories,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, +2

/,/ Data Co!!e%tio# o3 te Resear% ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, +9

CC' ,ri/ar- ?ata '+

CC'' Inter1iew '+

CC'2 :uestionnaire '+

CC'2a a/ling iDe 20

CC'2$ a/ling Fra/e 20

CC'2. the ?e1elo/ent o! :uestionnaire 2'

CC'2d ?istri$ution o! :uestionnaire 22CC2 e.ondar- ?ata 22

/,. )o' to a#a!$e ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, -/

C)APTER .: T)EORETICA4 FRAMEWOR& ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, -0

.,+ Servi%e ;ua!it$ 7ap,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, -0

&'2 "usto/er E


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List of

Figures

Figure +: The Three #e- ,ossi$le :ualit- Out.o/e: Page -9

our.e% ;ho$adian ellar H Jones '++&

Figure -: "on.etualiDation o! the Theoreti.al Fra/ework: Page /5

Figure /: Total )esondents Ender 20 earGOld Fe/ale and Male: Page /.

Figure 0: The Esers Age $etween 2'G

C0 Fe/ale and Male: Page

/0

Figure 1: The Esers Age $etween C'G

&0 Fe/ale and Male: Page /1

Figure 2: The Esers Age $etween &'G

50 Fe/ale and Male: Page /2

Figure 9: The Esers Age o1er 50 earG

Old Fe/ale and Male: Page />

Figure >: The Esers Age $etween 2'G

C0 Fe/ale and /ale: Page .5

Figure +5: The Esers Age $etweenC'G&0 Fe/ale and Male: Page .+

Figure ++: The Esers Age $etween

&'G50 Fe/ale and Male: Page ./

Figure +-: The Esers Age o1er 50

earGOld Fe/ale and Male: Page ..


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'

Cha pter 1: INTR!"CT IN

Toda- the world is growing in an in.reasingl- raidG.hanging en1iron/ent

3usiness /arket has $e.o/e /u.h /ore .o/etiti1e To .ature target

.usto/ers as well as di!!erentiate !ro/ other .o/etitors /arketing is a ke- to

.o/anies throughout the world

er1ing .usto/ers well is at the heart o! /arketing as well as suorts a

.o/an-s osition in nowada-s .o/etiti1e /arket Its i/ortan.e is as

?e//ing '+5' stated @hen ser1i.e ualit- i/ro1es .osts .o/e down and

.usto/ers are ha- and tell other eole This $rings in /ore .usto/ers As a

result ro!ita$ilit- i/ro1es6

A .o/etitor in Thailands .o/etiti1e raidG.hanging /o$ile oerator /arket

TrueMo1e9 the thirdGlargest /o$ile oerator .o/an- in Thailand now

en.ounters with /ore di!!i.ulties in .aturing .usto/ers as well as striking

/arket share ,ri.ing is no longer an e!!e.ti1e tool to .aturing .usto/ers

Instead the trend .hanges to e/hasiDe on o!!ering a $etter ser1i.e >niue and

di!!erentiated e


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2

"onglo/eration The $rand oerates along with other $rands within KTrue ;rou9

o! whi.h all $rands in.lude TrueMo1e TrueOnline True=isions TrueMone- and

TrueLi!e As to e


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C

three largest /o$ile oerators in Thailand True E


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&

As !or True ho in 3angkok .usto/er ser1i.e is ro1ided at the deart/ent

stores and $uildings o! The Mall "entral Lotus 3ig " "arre!our Future ,ark

)angsit Fashion Island I/erial a/rong ", Tower IT Mall Fortune Town

ea.on uare and others

For #iosks /ainl- .usto/er ser1i.e o! TrueMo1e is ro1ided at The Mall 3ig "

"arre!our TO, and others eg IT Mal F& )o$inson 3angkok "entral @orld

Ma$oonkrong and ,ower$-.entral

"o/e lastl- to the !o.us o! this resear.h TrueMo1e shos in 3angkok TrueMo1e

shos in 3angkok are ser1ed at '5 the deart/ent stores and & $uildings The

deart/ent stores in.lude The Mall ga/wongwan The Mall )a/kha/haeng

The Mall 3angkae The Mall Thara The Mall )a/kha/haeng C "entral ,inklao

3ig " 3ang ,lee and )a/a 2 "arre!our "hangwattana "arre!our )at.hadaisek

"arre!our ukai$an C "arre!our 3angakok and "arre!our 3ang$on Future

,ark )angsit and ea.on uare The $uildings in.lude Fortune Town

@ongsawang Town "entre > "hu Liang $uilding and ing "haroen Market True

"ororation nd

1#( $obile perator$ark etin Th aila nd:An utlo ok

1#(#1 Attracti%eness of $obile perator $arket in Thailand

The /o$ile oerator /arket in Thailand is te/ting The new /o$ile hone

su$s.ri$ers grew $- '8N in the !irst si< /onths o! 2007 regardless o! Thailands

slow e.ono/i. growth 3- *ust during the !irst hal! o! the -ear the new

su$s.ri$ers rise u to 7 /illion9 this is twoGthird o! the total !or the entire 200

Finall- the industr- gained aro


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5

o! their .hildren and grand.hildren Mo$ile ser1i.e is in.reasingl- $e.o/ing a

ser1i.e a..usto/ed to e1er-one !ro/ the age o! earl- ten until the retire/ents

(en.e the authors set !or /o$ile oerator /arket in Thailand as the /arket o!

interest True "ororation 2008

1#(#( An utlook to the currentsituations

In Thailand /o$ile oerator /arket TrueMo1e has $een the third a!ter AI9 !ull

na/e KAd1an.ed In!o er1i.e the nu/$er one in the /arket and ?TA"9 !ull

na/e KTotal A..ess "o//uni.ation the se.ond rese.ti1el- On another side

the $rand re.edes K(ut.h and KThai Mo$ile the !ourth and the !i!th rese.ti1el-

in the /arket To .o/ete with its .o/etitors TrueMo1e utiliDes its ad1antage

o! .onglo/erate $rand to o!!er the .on1ergen.e li!est-le whose ad1antagessuorts the .usto/er the additional $ene!its o! internet ser1i.e insuran.e and

others

The in!or/ation !ro/ Marketin!o 2008 indi.ates that sin.e the widesread o!

te.hnolog- and tele.o//uni.ations the world has .hanged raidl- and ri.ing

strateg- is no longer the right strateg- to strike sales to .ature .usto/ers or to

i/ro1e /arket share Instead ro/otion and ser1i.e ualit- ha1e rela.ed the

i/ortan.e o! the ri.ing strateg- Leading /o$ile oerator .o/anies in

Thailand9 in.luding AI the nu/$er one in the /arket ?TA" the se.ond andTrueMo1e the third now .hange their trend to !o.us on ser1i.e ualit- er1i.e

ualit- has $e.o/e an i/ortant /eans to .ature .usto/ers as well as retain

the/ !or the reetiti1e ur.hase o! ser1i.e to the .o/anies Marketin!o 2008

1#, *roble m + ta te men t

The ro$le/ state/ent is @)o' are TrueMove %ustomers satis3ied 'it te

%ustomer servi%e provided at TrueMove Sops i#


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/a- not $e !ull- i/le/ented -et and needs so/e i/ro1e/ents Also i! a

.o/an- would e1aluate its own ser1i.e the understanding !ro/ the erse.ti1es

o! .usto/ers is 1er- i/ortant Fro/ the erse.ti1es o! .usto/ers the

assess/ent o! ser1i.e ualit- will not $e $iased @hat re!le.ted !ro/ the

.usto/ers erse.ti1es .ould ro1ide a .han.e !or a .o/an- to i/ro1e its

ser1i.e ualit- to the right dire.tion

1#- *urp ose

The authors ai/ is to e1aluate 'eter and o' TrueMo1e .usto/ers are

satis!ied or dissatis!ied with the .usto/er ser1i.e ro1ided at TrueMo1e hos in


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7

The result o! this resear.h there!ore is li/ited to ai/ onl- to reort how

.usto/ers assess9 in other words Khow .usto/ers are satis!ied with .usto/er

ser1i.e ualit- ro1ided at TrueMo1e shos in 3angkok For /aking use o! the

in!or/ation re!le.ted !ro/ this resear.h deter/ining what should $e i/ro1ed or

de.iding the right set o! .oordinated a.ti1ities to /eet the .usto/er e


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8

trends !or TrueMo1e to de1elo its ser1i.e ualit- at the $est ossi$le (en.e

$a.kground o! TrueMo1e "o/an- as well as /arket situations were gi1en $rie!

in!or/ation in this .hater9 !ollowed $- ,ro$le/ tate/ent ,urose o! tud-

?eli/itation o! the stud- and target audien.es o! this resear.h

Capter T'o= @4iterature revie'B the need !or searate .hater arose a!ter

the !a.t that literature re1iew is thorough and !or the readers erse.ti1e it

needed a searate sa.e The literature sear.h has $een e


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+

Capter Seve#= @Re%omme#datio#B here the authors9 a!ter .on.lusion

re.o//end /anage/ent ali.ations !or TrueMo1e hos in 3angkok that .ould

i/ro1e .usto/er satis!a.tion as well as $ring in /ore otential .usto/ers

Appe#di is the last .hater o! this aer (ere $oth uestionnaire9 English and

Thai 1ersion and the o$*e.ti1es o! ea.h art o! it are resented 3esides the

dire.t results !ro/ /ean and , are resented as well as eG/ail .onta.t with

TrueMo1e


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'0

Chap te r (: Li terature Re% iew

(#1 Thaila nd $ o bile mark et c usto mersa tis fa cti on

First o! all a$out Thailand /o$ile /arket and .usto/er satis!a.tion Marketin!o

indi.ated in its Thai /o$ile /arketing situation reort that the /o$ile /arketing

trends in 2008 will $e e!!e.ted !ro/ the great i/a.t !ro/ the new regulation o!

nu/$er orta$ilit- whi.h er/its one trans!era$le nu/$er al-ing !or e1er-

oerating s-ste/ This oli.- allows .usto/ers to .hange their /o$ile oerator

without .hanging their /o$ile hone nu/$er There!ore .usto/er ser1i.e will

$e.o/e /ore signi!i.antl- i/ortant as in the .ase that the oerators .annot

ro1ide an e!!e.ti1e and satis!ied ser1i.e .usto/ers .an instantl- swit.h $rand

without an-/ore worr- to .hange their .onta.t nu/$er

As !or the ne.essit- to reser1e the e


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''

(ill '++ said a$out .usto/er de.a- that the a1erage $usiness loses $etween

'0 and C0 er .ent o! its .usto/ers ea.h -ear $ut o!ten dont know wh- the-

were lost (ill .lari!ied that dissatis!a.tion is the !unda/ental reason !or .usto/er

de.a- A .onsidera$le a/ount o! resear.h has $een undertaken in the area !or

se1eral -ears !ound that there are .usto/er gas that o$stru.t .o/an- to /eet

.usto/er satis!a.tion The o1erall ga whi.h results in dissatis!ied .usto/er is the

ga $etween e


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'2

The stud- utiliDed at .rossGse.tional sur1e- design to in1estigate ser1i.e ualit-

er.etions and their .o/etiti1e anal-sis in the Thai tele.o//uni.ation

industr- :uestionnaires were distri$uted utiliDing a .on1enien.e sa/ling !ro/

walkGin .usto/ers at a ser1i.e .entre during Ma-GJune '+++ ti/e eriod In

addition this stud- also was .ondu.ted under the sa/e natural en1iron/ent in

whi.h e/lo-ees ser1i.e ro1iders nor/all- !un.tion thus o!!ering a greater

degree o! realit-

This stud- used a se1enGoint Likert s.ale range !ro/ strongl- agree6 7 to

strongl- disagree6 ' to assess all !i1e di/ensions o! ser1i.e and .onsidered

the /aAL s.ale as a

starting oint !or assessing ser1i.e ualit- The !i1e original ser1i.e ualit-

di/ensions showed i/ressi1e relia$ilit- and were surrisingl- in!luential The-

also a..entuated that E)=:>AL does see/ to $e $etter suited !or ro.essG

dri1en ser1i.e !ir/s eg tele.o//uni.ation $anking retailing health .are et.

Further/ore !inding o! their resear.h indi.ated a distin.t i/ortan.e !or the

ro.ess ase.ts o! a ser1i.e Tangi$le )esonsi1eness Assuran.e and

E/ath-

In a stud- o! )-an air .usto/er satis!a.tion in weden

Thanata1eerat and Jia*ia 2007 e/lo-s E=):>AL

te.hniue to anal-De )-an airs !i1e di/ensions o! ser1i.e

ualit- and .o/are the er.ei1ed ualit- with .usto/er

e


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'C

de.ades $- se1eral resear.hers a.ross .onte


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'&

The e


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'5

ha1e de1eloed and tested a !or.e!ul /easure o! !i1e di/ensions% relia$ilit-

resonsi1eness assuran.e e/ath- and tangi$les Measuring .usto/er

eAL

For instan.e the arti.les K>nderstanding "usto/er E


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'

The e


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'7

Chap ter ,: $2T3!L45

,#1 The +elected T op ic

The authors de.ide to resear.h on customer satisfaction towards customer service

at TrueMo1e as the authors see the i/ortan.e o! K.usto/er and K.usto/er

satis!a.tion As .heuing E '+++ stated that "usto/ers are the li!e$lood o!

an- organiDation @ithout the/ it loses its /eaning and urose6 and Qik/und

@ and ?A/i.o M '+8+ suorted its i/ortan.e to /arketing that "usto/er

satis!a.tion is the ai/ o! the /arketing .on.et A..ording to the /arketing

.on.et an organiDation should tr- to satis!- the needs o! .usto/ers or .lients

through .oordinated set o! a.ti1ities that at the sa/e ti/e allows the

organiDation to a.hie1e its goals6

Further/ore TrueMo1e is .hosen to stud- $e.ause o! reasons First o! all it is in

the industr- o! /o$ile ser1i.e9 whose aroa.h to .usto/ers has $een su..ess!ul

and whose nature is wellGknown as the i/ortan.e o! tele.o//uni.ation has

sread !or so/e .onsidera$le ti/e e


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'8

are .hosen9 ro1ided that their urose o! use is aroriate and .orresonds to

the resear.h ro$le/

As !or ;a Model its urose is as 3itner 2007 stated Sto deter/ine how well

the ser1i.e /eeting or e


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'+

,#,#1 *rimar& !ata

The ri/ar- data was .olle.ted $- two sour.es9 that are inter1iew and

uestionnaire

,#,#1#1 Inter%iew

?ue to the ne.essit- to de!ining the sa/ling siDe o! the resondents ai/ed to $e

distri$uted with the uestionnaire and the li/itations that no in!or/ation

se.i!i.all- a$out the nu/$er o! TrueMo1es .usto/ers in 3angkok region

ese.iall- li/ited to onl- the .usto/ers o! TrueMo1e hos .an $e !ound out $-

se.ondar- sour.es the authors .onta.t TrueMo1e "o/an- to gain the

knowledge o! the nu/$er o! TrueMo1e hos .usto/ers in 3angkok region

To do so the authors .onta.t TrueMo1e through ersonal .onta.t with Miss

#an.hanawan ira-a9 Assistant ?ire.tor o! TrueMo1e o! TrueMo1e 3angkok The

.onta.t erson is in .harge o! ad/inistrating TrueMo1e hos in 3angkok region9

there!ore is .onsidered a$le as well as relia$le to answer the reuired uestion

.on.erning total .usto/ers o! TrueMo1e hos in 3angkok region as well as the

a1erage .usto/ers er ea.h TrueMo1e ho er /onth in 3angkok region

The inter1iew uestions were !irst eG/ailed to the .onta.t erson9 as it is

.on1enient !or her to /anage the ti/e to answer (owe1er as so/e in!or/ationreuired are .on!idential o! the .o/an- $ut as the .onta.t erson well

understands the ne.essit- to de!ine the sa/ling siDe telehone inter1iew was

agreed Finall- the uestions .on.erning se.i!i. in!or/ation a$out total

.usto/ers o! TrueMo1e hos in 3angkok region as well as the a1erage

.usto/ers er ea.h TrueMo1e ho er /onth in 3angkok region were answered

with the nu/eri.al data9 under the agreement that the authors would use the

information only to define the sampling size of questionnaire and NOT to reveal

the number.

,#,#1#( 6uestionnaire

In order to answer the .ore o! the resear.h ro$le/9 "usto/er atis!a.tion

towards "usto/er er1i.e o! TrueMo1e hos in 3angkok region the in!or/ation

!ro/ the .usto/er erse.ti1es la- an i/ortant role There!ore the authors


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20

de.ide to .ondu.t the uestionnaire inter1iew9 with the .loseGended uestions to

.usto/ers o! TrueMo1e hos in 3angkok region

,#,#1#(a +ampling +i7e

As !or sa/ling siDe Fisher 2007 e


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2'

3- distri$uting dire.tl- through TrueMo1e hos in 3angkok region the rando/

sa/ling te.hniue is .onsidered aroriate as the authors .ould gain the real

knowledge o! whi.h target grou o! TrueMo1e hos .usto/ers in 3angkok

region reall- are and whi.h de/ograhi. grous are /ore and less in roortion

whi.h is .onsidered ad1antageous to /anage/ent o! TrueMo1e

,#,#1#(c the !e%elopment of 6uestionnaire

The uestionnaire is de1eloed in a..ordan.e with the theoreti.al !ra/ework

.onsisting o! the er1i.e :ualit- ;a and the E)=:>AL ?i/ensions

In .onsidering an aroriate wa- o! designing a uestionnaire the authors are

.on.erned with the intangi$le it!all o! /easuring satis!a.tion To eAL ?i/ensions and er1i.e :ualit- ;a The authors searate the

uestionnaire into three arts as !ollowing

,art I% This art inuires a$out the general de/ograhi. and other in!or/ation o!

the resondents eg age gender !reuen.- o! 1isiting TrueMo1e hos er

/onth et. This art is designed !or the use o! /anage/ent ali.ation

,art II% This art is in the !or/at o! Likert .ales9 a !i1eGoint s.ale $etween

strongl- agree and strongl- disagree !or the resondents to .hoose Fisher 200&

5 The !irst 22 uestions in this Likert .ales !or/at are designed a..ording

to E)=:>AL ?i/ensions to enuire a$out .usto/er e


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22

ga $etween .usto/er eAL

?i/ension !ro/ the .onsideration o! the resondents It is ai/ed to er!or/ as

the .on!ir/ation o! art II as well as .onsideration o! .usto/er satis!a.tion

As the target resondents are the Thais the uestionnaire is designed in two

1ersions9 one in English and one in Thai The English 1ersion is .reated !irst as it

is easier and /ore .on1enient !or the adatation o! the original !or/at initiated

$- ,arasura/an Qeitha/l H 3err- '++' Then it is translated into Thai

$e.ause o! the .onsideration that Thai 1ersion would ensure the .orre.t

understanding o! the target resondents as well as .learer to the/ !or the

s-.hologi.al interretation on the uestions The translated 1ersion was ro1ed

$- #asetsart >ni1ersit- Language "enter as an author was a !or/er student o!

the uni1ersit-

>lti/atel- Johnson H irikit 2002 .on!ir/ed the aroriateness o! adating

the uestionnaire that it is aroriate to $ase the /easure/ent o! ser1i.es

ualit- with the use o! E)=:>AL s.ale in tele.o//uni.ations ser1i.es !ield @e

.an re.o//end with so/e .on!iden.e the E)=:>AL s.ale as a starting oint !or

a..essing ser1i.e ualit-6 Johnson H irikit 2002 Further/ore the E)=:>AL

s.ale /entioned $- ;a$$ie H Oeill '++ while stud-ing ser1i.e ualit- in

northern Irish hotel se.tor agree with the aroriateness o! the uestionnaire

,#,#1#(d !istribution of6uestionnaire

The uestionnaire is distri$uted dire.tl- through TrueMo1e hos in 3angkok

region9 with assistan.e !ro/ the .o/an- in .onta.t with the authors The

distri$ution had $een taken within se1en da-s during Aril 2&th

to C0th9 in Thai

1ersion

,#,#( +econdar& !ata

3e.ause o! the .onsideration that the !ull knowledge a$out the !o.al .o/an- its

arental .onglo/erate its osition in Thailand /o$ile oerator /arket should $e


29/70

2C

i/le/ented in order to $est answer the resear.h uestion the authors de.ide to

.olle.t all the /entioned data !ro/ di!!erent relia$le sour.es

The /ain ones are through the data$ase o! Marketin!o.oth TrueMo1es o!!i.ial

site and the o!!i.ial site o! True "ororation9 whi.h is TrueMo1es arental

.o/an- Other re!erredGto sour.es generate the understanding o! TrueMo1es

osition in Thailand /o$ile oerator /arket The- are assured to $e relia$le $-

taking !ro/ the sites o! go1ern/ental organiDation ri1ate .o/anies renowned

$usiness newsaer in Thailand and other related ones

Further detail a$out the data$ase o! Marketin!o.oth and the sear.hed through

we$sites .ould $e re!erred to the !or/er art o! Literature )e1iew For !urther

detail the !ull list o! re!eren.e suorts the tra.k o! se.ondar- in!or/ation

,#- 3o w to a nal&7e

The data .olle.ted a!ter resear.h will $e anal-Ded and resented using des.riti1e

statisti.s @ith the hel o! Mean H Freuen.- !igures generated through ,9

tatisti.al a.kage !or so.ial s.ien.es grahi.al .harts will $e used

"ross ta$ulation o! the data would $e .ondu.ted to !urther esti/ate to 1isi$l-

.o/e uon re1alent trends

In addition )ating .ale will $e used to anal-De the result o! the eAL

/odel is done $- .o/aring the A1erage with )ating .ale setting the

interretation as !ollowing

,#-#1 Rating +cale to !efining the Interpretation

The Average between

4.21 5.00Opinion is the Most

The Average between Opinion is at Much


30/70

3.41 4.20

The Average between2.61 3.40



Opinion is Moerate

Opinion is !ess.

Opinion is at the !east.


31/70

Cha pter -: T3 2R2TICAL FRA$28R9

-#1 +er%ic e 6 ualit& 4a p

The ga /odel is a use!ul !ra/ework !or understanding ser1i.e ualit- in an

organiDation E1en though there are se1eral gas e


32/70

-#1#( Customer 2pectations of +er%ice

A..ording to Qeitha/l 3itner and ;re/ler 200 .usto/er e


33/70

and @hite 200& as the result o! the di/ensions6 (en.e the !i1e di/ensions

are the ke-s to /easure and e1aluate e


34/70

,arasura/an '++' stated that although relia$ilit- is the /ost i/ortant

di/ension in /eeting .usto/er e


35/70

P;

"#erceive $ua%it&'

,"E"#rior (usto)er

*+pectations'

A,: "Actua%#rocess$ua%it&'

AO: "Actua%Outco)e$ua%it&'

Figure +: Te Tree &e$ Possi"!e ;ua!it$ Out%ome

our.e% ;ho$adian eller H Jones '++& er1i.e ualit- .on.ets and /odels6International *ournal o! ualit- H relia$ilit- /anage/ent6 1ol'' no + &CG

,rior .usto/er e


36/70

C0

-#- Con ceptual i7ation ofTh eor &

SERVICE ;UA4IT8 7AP

CUSTOMER SATISFACTION

E?PECTED SERV;UA4 DIMENSIONS PERCEIVEDSERVICE )elia$ilit- SERVI;UA4IT8 Tangi$les ;UA4

C )esonsi1eness& Assuran.e5 E/ath-

Figure -: "on.etualiDation o! the Theoreti.al Fra/ework

Finall- the authors de.ide to .ondu.t the resear.h o! /easuring and e1aluating

.usto/er satis!a.tion9 !ro/ .usto/er erse.ti1es towards TrueMo1e .usto/er

ser1i.e ro1ided at TrueMo1e shos within 3angkok region through the

!ra/ework o! "usto/er ;a and the Fi1e ?i/ensions o! er1i.e The a$o1e

/odel o! KTheoreti.al Fra/ework o! This )esear.h resents that the Model o!

"usto/er ;a is used in this resear.h in the $roader sense o! /easuring

.usto/er satis!a.tion $- e1aluating the $alan.e $etween e


37/70

+2R

;6"AL!imensions

Chap ter .: F IN! IN4+ ANAL5+I+

.#1 TotalR es p on dents

Totel Respondents

2mpath&-#>/

-#0,

Assurance,#?-

-#>0

Responsi%eness,#0

-#>/

Reliabilit&

.

,#0(

Tangibles,#?-

-#>-

Le%el of Customer 2pectation and *erception

2pectation

*erception

Figure 3: Total Respondents Expectation and Perception

.#1#1 Reliabilit&

For the total resondents the !irst riorit- eAL Likert .ale art o! the

uestionnaire distri$uted re1eals that .usto/ers are.iate an- ser1i.e to $e

er!or/ed right at the lanned ti/e and duration @hen .usto/ers ha1e an-

ro$le/s the .usto/ers wish !or TrueMo1e hos sta!! to $e s-/atheti. and

reassuring in ser1i.e In addition all the re.ords at TrueMo1e is e


38/70

e


39/70

#e- ,ossi$le :ualit- Out.o/e '++& 50 this indi!!eren.e as the- are in the

sa/e le1el o! Kthe Most $- the )ating .ale .ould $e .al.ulated as ,"E U ,:9

that is ,rior "usto/er E


40/70


41/70

Other riorities are si/ilar to what *ust /entioned9 that is the .usto/er are not

-et satis!ied As e


42/70

For the other E)=:>AL ?i/ensions in.luding Assuran.e E/ath-

)esonsi1eness and Tangi$le $oth /ale and !e/ale rated their /ean s.ore !or

the e


43/70

and C85 !or /ale As seen the er.etion /an !alls to the KMu.h Le1el )ating

.ale As this .an $e .al.ulated as ,:,"E9 as de!ined a$out Kthe the Three #e-

,ossi$le :ualit- Out.o/es $- eller and Jones '++& 50 it .an $e .on.luded

that .usto/er satis!a.tion is atKuna..eta$le

Likewise the other di/ensions in.luding )esonsi1eness Tangi$le Assuran.e

and E/ath- .ould $e anal-Ded9 as nu/eri.al data resented $- the grah

a$o1e as Kuna..eta$le9 gi1en that the /ean s.ore o! e


44/70

s.ore !all at 59 Kthe Most Le1el $- the )ating .ale is higher than the er.etion

/ean o! C+CC !or !e/ale and C85 !or /ale9 the KMu.h Le1el )ating .ale

@hat is 1er- outstanding !or this grou o! .usto/ers is that the e


45/70

.#(#. *repaid "sers@ Age o%er . 5ear@ Female and $ale

Figure 9: The Esers Age o1er 50 earGOld Fe/ale and Male

For ,reaid "usto/ers age o1er 50 -earGold there is no /ale resondent !or this

grouV

As !or !e/ale .usto/ers )elia$ilit- si/ilar to all !or/er grous is rated as the

!irst riorit- An-how .usto/ers are not -et satis!ied as the- rate their

satis!a.tion as Kuna..eta$le9 that is ,:,"E as e


46/70

&0

.an $e .al.ulated !or Kthe Three #e- ,ossi$le Out.o/es o! eller and Jones

'++& as ,:,"E

A!ter all the .usto/er satis!a.tion !or al/ost all the E)=:>AL ?i/ensions !or

!e/ale .usto/ers age o1er 50 -earGold whi.h use reaid ser1i.e s-ste/ is

Kuna..eta$le The onl- e


47/70

&'

For ,ostaid users age 2'GC0 -earGold $oth !e/ale and /ale users rate

)elia$ilit- as their !irst riorit- The result rese/$les the total oulation

Moreo1er the result shows that their satis!a.tion towards this di/ension is

.al.ulated as Kuna..eta$le% as their e


48/70

&2

The result !or ostaid users age $etween C'G&0 also si/ilar to the total

resondent in ter/ o! !irst riorit- in whi.h )elia$ilit- rank as !irst rank a$o1e all

ser1i.e di/ensions Further/ore the result shows that their satis!a.tion towards

this di/ension is .al.ulated as Kuna..eta$le% as their e


49/70

&C

ha1e 1ariet- needs and er.etions and should $e se.iall- treated $- the

.o/an- to kee the/ satis!- and lo-al.

.#,#- *ostpaid "sers@ Age -1B.@ Female and $ale

Figure ++: The Esers Age $etween &'G50 Fe/ale andMale

)elia$it- rese/$les its sa/e rank in this .usto/ers grou with .onsidera$le ga

$etween e


50/70

&&

re/arka$le that in the )esonsi1eness di/ension the er.ei1ed ualit- e1en !all

lower in to K/oderate le1el $- li.ker s.ale C25 whi.h show larger ga or /ore

Kuna..eta$le le1el9,:,"E9 as de!ined $- ender and Jones '++&

For the whole i.ture ostaid .usto/ers in this age grou ha1e high e


51/70

&5

!ull likert s.ale 5 in ter/ o! e


52/70

&

.#. C o n clusion of Fin din gs A n al&sisfor

$a na ge m entA pplication

All the results o! .ross ta$ulation oint out that relia$ilit- regardless o! age grou

and /ethod o! ser1i.e a-/ent ie reaid or ostaid is regarded as the /ost

i/ortant ser1i.e di/ension howe1er the di!!eren.e $etween e


53/70

&7

Capter 1: C ON C4US ION

In1estigating .usto/er satis!a.tion towards TrueMo1e "usto/er er1i.e ,ro1ided

at TrueMo1e hos in 3angkok region through the !ra/ework o! E)=:>AL

/odel as to /easure ;A, 59 whi.h is used to deter/ine the ga $etween the

.usto/ers e


54/70

&8

Chapter 0: R2C $$2N!ATIN+

0 #1 ' ring ab out reliabil it& in s& stem s a nd routines

As the !indings suggest that regardless o! age and gender o! .usto/ers nearl- all

o! the/ ut relia$ilit- highest on agenda the reasons !or this .hoi.e need to $e

in1estigated thoroughl- $e.ause it .ould $e linked to o1erall /arket .on!usion or

dissonan.e the .usto/ers !eel with tele.o/ oerators or with the a/ount o!

/ind $oggling and .on!using o!!ers and regulations asso.iated with those o!!ers

and a.kages howe1er we .an onl- se.ulate a$out the reasons unless ro1en

true through !urther resear.h

True/o1e .an i/ro1e relia$ilit- $- $ringing a$out s-ste/s .hange /aking da-

to da- routines and tasks /ore uni!or/ and transarent !or its .usto/ers so that

.usto/ers know what the- are getting is !air and relia$le $e.ause an-

!lu.tuations in ser1i.es .ause relia$ilit- da/age

The routines .ould $e /ade s-ste/ati. so that the sta!! .an easil- gras the true

essen.e o! ser1i.e and tr- to i/le/ent it uni!or/l- when the- are !a.ed with

1ar-ing situations )elia$ilit- dwindles when sta!! doesnt know what to do in

un!oreseen or uniue situations there!ore s-ste/ati. eas- routines .ould hel

sta!! to deal with those situations a/i.a$l- or erhas in1ol1e the hel or other

sta!! in .ases o! e


55/70

&+

Modern organiDations .ondu.t grou a.ti1ities to in.rease .ohesi1eness a/ong

e/lo-ees and to in.rease their well$eing and instill assion a$out their

.o/an- a series o! worksho sessions .an $e .ondu.ted where the sta!! .an $e

taught in so/e $asi. skills that .an ser1e as relia$le signal o! ser1i.e at

TrueMo1e TrueMo1e ser1i.e ideals need to $e de!ined and i/le/ented

uni!or/l- a.ross all its shos to assure ualit- in ser1i.e o!!ering

0 #, +p ecia l custom er group s re ui re sp eci a l ser% ice

As we ha1e seen !ro/ our stud- that one se.ial grou o! .usto/ers e


56/70

50

R2 F2R2NC2 +

Anal-sts "on!eren.e 2008 /edia release True "ororation Thailand & Mar.h

Anderson '++5 KMeasuring ser1i.e ualit- at a uni1ersit- health .lini.International *ournal o! health.are ualit- assuran.e =ol 8 no 2 C2GC7

)etrie1ed Aril '& 2008 !ro/ E/erald insight data$ase

At A ;lan.e Its 3etter Together nd )etrie1ed Aril '2 2008 !ro/

h tt% PP ww w t ru e . or . oth P engPa$outPa$outXhistor-X200*s

3err- L ,arasura/an A Qeitha/l = and Adsit ? '++& KI/ro1ing ser1i.e

ualit- in A/eri.a% lessons learned The A.ade/- o! /anage/ent E


57/70

5'

(argra1e 200& KLuring Fi.kle Thai enders the wall street *ournal '&

(a1e -ou e1er used this K"ut er1i.e o! TrueMo1e nd )etrie1ed Mar.h '0

2008 !ro/h tt% PP t o i.s t o . k a n t i . o / P / $ k P t o i. s t o . kP200/-0-T5/85/33-T5/85/33.h t / l

(ill '++ (and$ook o! "usto/er atis!a.tion Measure/ent >ni1ersit- ress

"a/$ridge ;reat 3ritain

(ill and Ale


58/70

52

,arasura/an A =alarie A Qeitha/l A Leonard L and 3err- L '+85KA

.on.etual /odel o! ser1i.e ualit- and its i/li.ations !or !uture resear.h

Journal o! /arketing =ol &+ &'G50

,arasura/an A Qeitha/l A and 3err- L '+88 KE)=:>AL% A MultileGIte/

.ale !or Measuring "usto/er ,er.etions o! er1i.e :ualit- Journal o! )etailing

1ol& '2G&0

,arasura/an A Qeitha/l A =alarie A and 3err- L '++0 ?eli1ering :ualit-

er1i.e The Free ,ress ew ork

)ei.hheld F and asser E '++0 KQero de!e.tions% ualit- .o/es to ser1i.es

(ar1ard $usiness re1iew =ol 8 ete/$erGO.to$er C0'G7

)eiden$a.h E and andi!er 3 '++0 KEAL aroa.h Journal o! health "are Marketing

=ol '0 ?e.e/$er &7G55

.hlesinger L and (eskett J '++' KThe ser1i.eGdri1en ser1i.e .o/an-

(ar1ard 3usiness )e1iew =ol + ete/$erGO.to$er 7'G8'

.hneider and @hite 200& er1i.e :ualit-% )esear.h ,erse.ti1es age

u$li.ations Thousand Oaks "ali!ornia

el! J '++8 @h- "usto/er er1i.e is I/ortant to ou And Me )etrie1ed

Mar.h '0 2008 !ro/ h t t %P P www s id e r o a d . o /P . s P . o l u / nC h t / l

(ow to "reate a er1i.e :ualit- ur1e- nd )etrie1ed Aril '8 2008 !ro/

h tt% PP ww wsur1 e -D .o/PhowtoPhowN20toN20$uildN20ser1i.eN20ualit-

N20sur1e-sht/l

ri*u/a "hiarakul and ee.e 2007 Katis!a.tion and dissatis!a.tion in ser1i.e

en.ounters )etail sto.k$rokerage and .ororate $anking in Thailand

InternationalJournal o! 3ank /arketing =ol 25 o C '7CG'+& )etrie1ed

Ma- '5 2008 !ro/ E/erald insight data$ase

KThailand Mo$ile Oerator Market 2008 Thailand E.ono/i. )e.ord =ol'58 o

'2& 825G+00 )etrie1ed Aril '2 2008 !ro/ Marketin!o ?ata$ase

Thanata1eerat and Jia*ia 2007 K)-anair .usto/er satis!a.tion% A .ase stud- in

weden Master thesis MBlardalen uni1ersit- retrie1ed Aril '8 !ro/ MBlardalen

>ni1ersit- data$ase

The three s.enarios e


59/70

5C

True E


60/70


61/70

3 The e)p%o&ees o TrueMove ;hop appear in

neat an nice c%othing

5 4 3 2 1

4 The brochures an re%ate )ateria%s atTrueMove ;hop are visua%%& appea%ing

5 4 3 2 1

5 hen TrueMove pro)ises to o so)ething

b& a certain ti)e9 the& wi%% o so

5 4 3 2 1

6 hen a custo)er has a prob%e) TrueMoveshows sincere interest in so%ving it

5 4 3 2 1

/ TrueMove ;hop peror)s the service right at

irst ti)e

5 4 3 2 1

8 TrueMove ;hop provie their services at theti)e the& pro)ise to o so

5 4 3 2 1

TrueMove insists on error ree recors 5 4 3 2 1

10 *)p%o&ees o the TrueMove ;hop te%%custo)ers e+act%& when services wi%% be

peror)e

5 4 3 2 1

11 *)p%o&ees o TrueMove ;hop give pro)ptservice to their custo)ers

5 4 3 2 1

12 *)p%o&ees o TrueMove ;hop a%wa&s arewi%%ing to he%p custo)ers

5 4 3 2 1

13 *)p%o&ees at TrueMove ;hop never are toobus& to respon to custo)er re>uests

5 4 3 2 1

14 The behavior o the e)p%o&ees at TrueMove

;hop transcens con8ience in custo)ers5 4 3 2 1

15 (usto)ers o TrueMove ;hop ee% sae in

their transactions

5 4 3 2 1

16 *)p%o&ees at TrueMove ;hop arecontinuous%& courteous with custo)ers

5 4 3 2 1

1/ *)p%o&ees at TrueMove ;hop have the=now%ege to answer the custo)ers

>uestions

5 4 3 2 1

18 TrueMove ;hop gives iniviua% attention totheir custo)ers

5 4 3 2 1

1 TrueMove ;hop have operating hoursconvenient to a%% their custo)ers

5 4 3 2 1

20 TrueMove ;hop have e)p%o&ees who givepersona% attention to custo)ers

5 4 3 2 1

21 TrueMove ;hop have custo)ers bestinterests at heart

5 4 3 2 1

22 *)p%o&ees o the TrueMove ;hopunerstan the speciic nees o their

custo)ers

5 4 3 2 1

55


62/70

5

*artIII#

+2R;IC2R2CI2;2!:

#%ease give &our score base on &our service e+pectation at TrueMove shop. 1 )eans&ou strong%& agree with the state)ent whereas 5 )eans &ou strong%& isagree withthe state)ent.

#%ease give &our score base on service &ou receive at TrueMove custo)er servicecenters. 1 )eans &ou strong%& agree with the state)ent whereas 5 )eans &ou strong%&isagree with the state)ent.

No# 6uestions +

trongl&

Agree

Agree

$oderate

!isagree

+trongl&

!isagree

1 TrueMove ;hop %oo=s resh an )oern 5 4 3 2 1

2 The oice an surrounings o TrueMove;hop are visua%%& appea%ing

5 4 3 2 1

3 The e)p%o&ees o TrueMove ;hop appear in

neat an nice c%othing

5 4 3 2 1

4 The brochures an re%ate )ateria%s atTrueMove ;hop are visua%%& appea%ing

5 4 3 2 1

5 hen TrueMove pro)ises to o so)ethingb& a certain ti)e9 the& wi%% o so

5 4 3 2 1

6 hen a custo)er has a prob%e) TrueMove

shows sincere interest in so%ving it5 4 3 2 1

/ TrueMove ;hop peror)s the service right atirst ti)e

5 4 3 2 1

8 TrueMove ;hop provie their services at theti)e the& pro)ise to o so

5 4 3 2 1

TrueMove insists on error ree recors 5 4 3 2 1

10 *)p%o&ees o the TrueMove ;hop te%%custo)ers e+act%& when services wi%% be

peror)e

5 4 3 2 1

11 *)p%o&ees o TrueMove ;hop give pro)ptservice to their custo)ers

5 4 3 2 1

12 *)p%o&ees o TrueMove ;hop a%wa&s are

wi%%ing to he%p custo)ers

5 4 3 2 1

13 *)p%o&ees at TrueMove ;hop never are toobus& to respon to custo)er re>uests

5 4 3 2 1

14 The behavior o the e)p%o&ees at TrueMove

;hop transcens con8ience in custo)ers

5 4 3 2 1


63/70

57

15 (usto)ers o TrueMove ee% sae in theirtransactions

5 4 3 2 1

16 *)p%o&ees at TrueMove ;hop arecontinuous%& courteous with custo)ers

5 4 3 2 1

1/ *)p%o&ees at TrueMove ;hop have the=now%ege to answer the custo)ers

>uestions

5 4 3 2 1

18 TrueMove ;hop gives iniviua% attention totheir custo)ers

5 4 3 2 1

1 TrueMove ;hop have operating hoursconvenient to a%% their custo)ers

5 4 3 2 1

20 TrueMove ;hop have e)p%o&ees who give

persona% attention to custo)ers

5 4 3 2 1

21 TrueMove ;hop have custo)ers bestinterests at heart

5 4 3 2 1

22 *)p%o&ees o the TrueMove ;hopunerstan the speciic nees o theircusto)ers

5 4 3 2 1

*artI;#

!iste be%ow are ive eatures pertaining to True custo)er service centre an the servicethe& oer. e wou% %i=e to =now how i)portant each o these eatures is to &ou when&ou eva%uate the service oere TrueMove custo)er service centre. #%ease prioriti?ethose ive eatures accoring to their i)portant in &our opinion.

1.The appearance o the TrueMove@s ph&sica% aci%ities9 e>uip)ent9personne% an co))unication )ateria%s

2. The TrueMove@s abi%it& to peror) the pro)ise service epenab%& anaccurate%&.

3. The TrueMove@s wi%%ingness to he%p custo)ers an provie a pro)ptservice.

4. The =now%ege an courtes& o the TrueMove personne% an theirabi%it& to conve& trust an conience.

5. The caring9 iniviua%i?e attention TrueMove provies its custo)ers.


64/70

A PPE NDI ? uests

Assurance

(usto)ers can trust sta o an e+ce%%ent custo)er service centre

(usto)ers at the e+ce%%ent custo)er service centre wi%% ee% sae in their

transactions with custo)er service sta

;ta o an e+ce%%ent custo)er service centre wi%% a%wa&s an continuous%&

be po%ite

;ta at an e+ce%%ent custo)er service centre wi%% have the =now%ege to

answer the custo)ers >uestions

E&


65/70

*)path&

*+ce%%ent co)pan&@s custo)er service centre wi%% give iniviua% attentionto their custo)ers

*+ce%%ent custo)er service centers wi%% have sta who give persona%attention to custo)ers

*+ce%%ent custo)er service centre wi%% have opening hours convenient to

a%% its custo)ers

*+ce%%ent co)pan&@s custo)er service centre wi%% have custo)ers bestinterests at heart

;ta o the e+ce%%ent custo)er service centre wi%% unerstan the speciic

nees o their custo)ers

E5


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A PPE NDI ? C: ;UE STI ONNA IRE RE SPOND EN TS

Ta"!e 1: 7e#der Per%e#tage o3 te Respo#de#ts

7e#der Amou#t Per%e#tage

Male 184 46.00

Fe/ale 216 54.00

Tota! 400 10000

As shown $- Ta$le ' /ost o! the resondents are !e/ale9 totaling the a/ount o!

2' eual to 5&N e.ond is /ale9 totaling the a/ount o! '8& eual to &

These er.entages are .al.ulated !ro/ the total resondents o! &00

Ta"!e 2: Amou#t a#d Per%e#tage o3 te Respo#de#ts C!assi3ied "$ Age

Ra#ge

Age Amou#t Per%e#tage

20 -Po and >nder 7C 18.30

3etween 2'GC0 27& 68.50

3etween C'G&0 C7 .30

3etween &'G50 'C 3.30

O1er 50 -Po C 0.80

Tota! &00 10000

As shown $- Ta$le 2 /ost o! the resondents age $etween 2'GC0 -Po9 totaling

the a/ount o! 27& eual to 850N The se.ond is the age range grou o! less

than 20 -Po totaling the a/ount o! 7C eual to '8C0N The third is the age

range grou $etween C'G&0 -Po9 totaling the a/ount o! C7 eual to +C0N And

the last is the age range grou o! o1er 50 -Po9 totaling the a/ount o! C eual to

080 N These er.entages are .al.ulated !ro/ the total resondents o! &00

Ta"!e 3: Amou#t a#d Per%e#tage o3 te Respo#de#ts C!assi3ied "$ Pre

Paid a#d PostPaid

Servi%e T$pe Amou#t Per%e#tage

,reG,aid 18 4.50


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7

,ostG,aid 202 50.50

Tota! 400 100.00

As shown !ro/ Ta$le C /ost o! the resondents uses ,ostG,aid ser1i.e9 totaling

the a/ount o! 202 eual to 505N The se.ond is the resondents who use ,reG

,aid ser1i.e9 totaling the a/ount o! '+8 eual to &+50N These er.entages

are .al.ulated !ro/ the total resondents o! &00

Ta"!e 4: Amou#t a#d Per%e#tage o3 te Respo#de#ts C!assi3ied "$ te

Freue#%$ o3 7oi#g to TrueMove sop

Freue#%$ Amou#t Per%e#tage

Less than ' ti/eP/onth 1 22.80

12 ti/esP/onth 25 64.80

34 ti/esP/onth 50 12.50

Tota! 400 100.00

As shown $- Ta$le & /ost o! the resondents go to TrueMo1e sho on.e or twi.e

er /onth9 totaling the a/ount o! 25+ eual to &8N The se.ond is the

resondents who go to TrueMo1e sho less than on.e a /onth9 totaling the

a/ount o! +' eual to 228N And the last one is the resondents who go to

TrueMo1e shos C to & ti/es a /onth9 totaling the a/ount o! '25N These

er.entages are .al.ulated !ro/ the total resondents o! &00

Ta"!e 0: Amou#t a#d Per%e#tage o3 te Respo#de#ts C!assi3ied "$

Servi%es at TrueMove Sop

Servi%e Amou#t Per%e#tage

IM .ard ,ur.hasing 2/ 6.8

,ro/otion "hanging 83 20.8

"all u/$er "hanging 185 46.3

"redit )e!ill ,ur.hasing 164 41.00

3illing ,a-/ent 205 51.30

er1i.e Ad1i.e 223 55.80

Tota! 400 10000


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8

VVA$le to answer /ore than one .hoi.e

As shown $- Ta$le 5 /ost o! the resondents go to $u- IM .ard at TrueMo1e

ho9 totaling the a/ount o! 27+ eual to +8N The se.ond is going !or

ser1i.e ad1ising9 totaling the a/ount o! 22C eual to 5580N The third is $illing

a-/ent9 totaling the a/ount o! 2059 eual to 5'C0N The !ourth is going !or.all nu/$er .hanging9 totaling the a/ount o! '85 eual to &CN The !i!th is

going !or .redit re!ill9 totaling the a/ount o! '& eual to &'0N And the last

ones are going !or ro/otion .hanging9 totaling the a/ount o! 8C eual to 8CN

These er.entages are .al.ulated !ro/ the total resondents


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A PPE NDI ? E: TR U EMOV EB s RE P 48 TO E MAI 4 IN TER VIE W

Fro/% k a n . h aw a n Xta - [ ho t/ a il. o /To% s a n n -X k a e w [ ho t / a il. o /

""% e lXw itt [ ho t/ a i l . o /

u$*e.t% )E% Inter1iew :uestion% ,lease rel-

?ate% Mon '2 Ma- 2008 '8%08%00 \0700

?ear ong #eaw %

The answer is"!ue ka

:u est io n ' % (ow /an- .usto/ers does TrueMo1e ha1e throughoutThailand

:& 2007 ,ost ,aid U '7758 u$s.ri$ers

,re ,aid U ''C2CC' u$s.ri$ers

:u est io n 2 % (ow /an- .usto/ers does TrueMo1e ha1e se.i!i.all- in 3angkok regions4:u est io n C % (ow /an- are the a1erage .usto/ers er ea.h TrueMo1e sho er /onth in


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8'

customer satisfaction toward truemove customer sevice

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