The Structural Equation Modeling of Perceived Quality, Corporate Social Responsibility, Switching Cost and Customer Satisfaction Influencing Customer Loyalty on Mobile Phone Brand Network in Samutprakan Province
Keywords:
perceived quality, corporate social responsibility, switching cost, customer satisfaction, customer loyalty on brandAbstract
The research purpose was to develop and validate the structural equation modeling of perceived quality, corporate social responsibility, switching cost and customer satisfaction influencing customer loyalty on mobile phone brand network in Samutprakan province. The sample was 600 customers, who used mobile phone brand network in Samutprakan province. Data were analyzed by using the Structural Equation Modeling (SEM) technique. The research result found that the model of factors was goodness of fit with empirical data with statisticalc2=88.23, df=68, p=0.06, CFI= .989, GFI=0.987, AGFI=0.951, RMSEA=0.02, RMR=0.007. The customer loyalty on mobile phone brand network received the highest directly influenced from switching cost, perceived quality and customer satisfaction. The switching cost, perceived quality and corporate social responsibility had indirectly influenced through variable factor of customer satisfaction to customer loyalty on mobile phone brand network. The research result can be used for the executives of companies, who have involved in mobile phone brand network in Samutprakan province, formulate the guidelines of service development plan to strengthen the high customer loyalty in the future.
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บทความที่ลงตีพิมพ์ในวารสารวิชาการบริหารธุรกิจ สมาคมสถาบันอุดมศึกษาเอกชนแห่งประเทศไทยต้องเป็นบทความที่ไม่เคยได้รับการตีพิมพ์เผยแพร่ หรืออยู่ระหว่างการพิจารณาตีพิมพ์ในวารสารอื่นๆ การละเมิดลิขสิทธิ์เป็นความรับผิดชอบของผู้ส่งบทความโดยตรง
