CAUSAL RELATIONSHIP MODEL AFFECTING CUSTOMER LOYALTY TO USE MOBILE PHONE SYSTEM SERVICES IN THAILAND

Abstract

The purposes of this research were to study factors influencing customer loyalty in use of
mobile phone system service in Thailand and to study the structural equation modeling of causal
factors on service innovation, relationship quality affecting customer loyalty to use mobile phone
system in Thailand. The sample consisted of customers’ used mobile phone system in Thailand.
Samplings were 200 people from 20 time of the observed variable. Questionnaires were used to
collect data. The data received were calculated and analyzed using descriptive statistics (frequency,
percentage, mean and standard deviation). The path analysis was used to test the hypotheses.
The Structural equation modeling: SEM was used to test loyalty to use mobile phone system.
The findings revealed that (1) innovation and relationship quality direct and indirect to customer
loyalty to use mobile phone system. (2) The causal model developed was appropriate. Because
they were consistent with the empirical data. Elements of the model were accurate (Validity) and
had the ability to predict and were an acceptable level