The mediating role of cooperate image between service quality, perceived value and customer loyalty: A study of telecommunication industry in eastern region of Thailand

Abstract

This research proposed an innovative conceptual paradigm and aims to investigate cooperate image’s mediating role in the path association between service quality, perceived value and customer loyalty in Thai telecommunication industry by applying SOR theory. It will elucidate the advantage of examining the organismic component that affects the loyalty antecedents from holistic viewpoint. From 391 collected usable questionnaires, statistical results obtained from adopted research methodology such as structural equation modeling and path analysis have confirmed cooperate image’s mediating role in the relationship between perceived functional mobile service quality and customers’ loyalty in Thai context. These findings will deliver valuable information for management of telecom companies regarding how to create sustainable marketing strategies that can promote customer loyalty in Thai cultural context.