Consumers’ Perception of E-Service Quality by Internet Service Providers: A Focus on Satisfaction and Loyalty

Abstract

Abstract

      This empirical study investigated consumers’ perception of Internet Service Providers (ISPs) in Bangkok regarding: (i) service quality, (ii) service fairness, (iii) price fairness perception, (iv) promotional offers, (v) technological advancements, and (vi) customer support. The study used a questionnaire to gather quantitative data from a sample of 400 voluntary respondents from three major ISPs (AIS, DTAC, TRUE). The obtained data were analyzed for mean, standard deviations, frequencies, and percentages. The results revealed the respondents’ positive perception toward their ISPs, with high ratings for four dimensions: e-service quality, service fairness, price fairness perception, and promotional offers. The other two dimensions--technological advancements and customer support were also rated favorably, though slightly lower. The findings appeared to suggest that maintaining high service quality, transparent pricing, and effective promotional strategies, along with continuous technological advancements and robust customer support, are crucial for enhancing customer satisfaction and loyalty. These findings should definitely have significant implications for ISPs seeking to improve their competitive edge and customer retention strategies.

Keywords: E-service quality, Internet service providers, technological advancements, customer satisfaction, customer loyalty