An empirical model of home internet services quality in Thailand

Abstract

Purpose – This study aims to investigate the antecedents to service quality and their relationship with affective evaluations of customers of internet service providers (ISPs) in Thailand. Design/methodology/approach – In order to achieve the research objectives, a model is proposed. The literature review and formulation of hypotheses related to each construct are then discussed. Findings – The findings reveal that service quality is influenced by network quality, customer service, information support, privacy and security. Service quality in turn also impacts customer loyalty attributes, including satisfaction, value, trust and commitment. Satisfaction is a determinant of customer trust, whereas the direct relationship between value and customer commitment is not supported. Research limitations/implications – The model in this study was tested in the Thai ISP context which may be different in other service industries as well as in other countries. Practical implications – By enhancing service quality, firms can influence customers' satisfaction, value, trust and commitment, which are critical for an ISP's success and long-term sustainability. Originality/value – By applying the findings of this study, ISPs can strategise in making customers more central in their day-to-day operations, which would create competitive advantage for them.