The International Journal of Professional Management - ISSN 20422341
An Empirical Model of Service Quality Dimensions for Internet Service Providers: Retaining Customers in Myanmar
Volume 14, Issue 4, November 2019
Thazin Aung
Director of IGE Energy Co Ltd, Director of Amara Communication Services Co, Ltd,
Myanmar, DBA, Business Institute Yangon.
William CHUA
PhD (Management) (MMU), MBA (Henley), BSc (Maths/Ed) (USM), MMIM, MIIKM,
Honorary Fellow (IPMA, UK), Professor & Doctoral Supervisor, IPE Management School,
PPA, Paris
Abstract
The overall purpose of this study is to investigate service qualities that inspire and influence customer satisfaction, and their impact on customers' perception of satisfaction. The emphasis is on network quality, information quality and social media support, customer care, technical support, and customer value. These are the determinants of overall service quality. The study aims to find the relationship between customer satisfaction with each of the service quality factors, and with customer loyalty and customer retention, as well as the relationship between customer loyalty and customer retention.
The study used a mixed method approach, qualitative and quantitative examine the business to business (B2B) and business to customers (B2C) market channels. This goal is to contribute the key ingredients of customer retention strategies to internet service providers by understanding the factors affecting customer satisfaction in the telecommunications industry in Myanmar. Hypothesis testing shows a positive relationship between overall service quality and customer satisfaction, and between customer satisfaction and customer loyalty. However, neither customer loyalty nor customer satisfaction was related to customer retention.
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