Consumer behaviour in the Thai Internet Service Providers

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Author(s)
Thaichon, Paramaporn
Griffith University Author(s)
Year published
2015
Metadata
Show full item recordAbstract
This research aims to explore the characteristics and perceptions of Internet Service
Provider’ customers in order to provide a general picture of ISP subscribers and
enable more customer-focused market strategies. Data was obtained from 2,059
Internet users in all the regions of Thailand via an online survey.The result shows that
no noticeable differences were found among age groups in terms of the reasons for
their switching. In contrast, customers with higher income were more likely to choose
poor Internet service performance as the main reason to switch. Therefore, it is likely
that age did not contribute to the respondents’ ...
View more >This research aims to explore the characteristics and perceptions of Internet Service Provider’ customers in order to provide a general picture of ISP subscribers and enable more customer-focused market strategies. Data was obtained from 2,059 Internet users in all the regions of Thailand via an online survey.The result shows that no noticeable differences were found among age groups in terms of the reasons for their switching. In contrast, customers with higher income were more likely to choose poor Internet service performance as the main reason to switch. Therefore, it is likely that age did not contribute to the respondents’ motivation for switching while income was an important factor in switching behaviour. Additionally, high price and fewer promotional packages are popular reasons for switching among groups with the lowest levels of household income.Practical implications that can be drawn from this research will form a foundation for service providers in the home ISP to develop new retention strategies. As a result, ISPs will be able to reduce the current issues relating to customer switching in the home ISP.
View less >
View more >This research aims to explore the characteristics and perceptions of Internet Service Provider’ customers in order to provide a general picture of ISP subscribers and enable more customer-focused market strategies. Data was obtained from 2,059 Internet users in all the regions of Thailand via an online survey.The result shows that no noticeable differences were found among age groups in terms of the reasons for their switching. In contrast, customers with higher income were more likely to choose poor Internet service performance as the main reason to switch. Therefore, it is likely that age did not contribute to the respondents’ motivation for switching while income was an important factor in switching behaviour. Additionally, high price and fewer promotional packages are popular reasons for switching among groups with the lowest levels of household income.Practical implications that can be drawn from this research will form a foundation for service providers in the home ISP to develop new retention strategies. As a result, ISPs will be able to reduce the current issues relating to customer switching in the home ISP.
View less >
Journal Title
Asian Journal of Business Research
Volume
5
Issue
2
Copyright Statement
© 2015 Asia Business Research Corporation Limited. The attached file is reproduced here in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
Subject
Marketing Management (incl. Strategy and Customer Relations)
Accounting, Auditing and Accountability
Business and Management