Service Innovation and Relationship Quality Affecting Customer Loyalty to The Mobile Phone System in Thailand

Abstract

The purposes of this research were (1) to study service innovation and relationship quality affecting customer loyalty to the mobile phone system in Thailand. (2) to analyze the relationship model of service innovation and relationship quality affecting customer loyalty to the mobile phone system in Thailand. (3) to develop a model of service innovation and relationship quality affecting customer loyalty to the mobile phone system in Thailand. The sample consisted of customer’s used mobile phone system in Thailand. Sampling were 400 people with convenience sampling method and used descriptive statistics, the average percentage and standard deviation. The correlation was used to Pearson product moment correlation coefficient and a multiple linear regression with stepwise. The questionnaire consisted of four parts, namely, Part 1 Demographic Data, Part 2 Information of service innovation consists of 4 aspects: new service idea, the interaction with customers. service process and technology option, Part 3 Information on relationship quality consists of two aspects: customer commitment and customer trust and Part 4: Information about customer loyalty.

The results of the study showed that most of the samples were male, 36-45 years old, employed professionals, a bachelor's degree and a monthly income between 30,001 - 40,000 baht. Service innovation and relationship quality were related model of customer loyalty of mobile phone system were available in factors with 6variables and multiple linear regression equation was

            Loyalty =.551 (Commitment) +.312(Trust) +.211(Process)