PhD student: Saykhot PADDAPHET
Topic: The relationship between service quality, customer satisfaction, service quality and customer loyalty: A study in Telecommunication Industry of Laos
NEW CONTRIBUTION OF DISSERTATION
This study aims to examine the service quality of Laos telecommunication and to investigate how service quality and customer satisfaction affect directly Laos customer loyalty
The topic of this study is important and interesting that have attracted much attention from previous studies. However, there is a very little of research in the setting of Laos telecommunication in the literature. Therefore the research offers theoretical contributions and extends understanding of service quality, customer satisfaction and consumer loyalty of Laos telecommunication in the literature.. This research adopt both qualitative and quantitative approaches as follows.
The findings of this study help to enrich the knowledge about this important topic by investigating simultaneously the key dimensions of service quality and its affects to customer satisfaction and customer loyalty in the context of Laos telecommunication. Specifically, the research findings reveal that telecommunications service quality in Laos context is measured by three dimensions, including “customer services and pricing structure”, “network and billing system” and “value-added services”. These dimensions all positively influence on customer satisfaction. However the telecommunications service quality in Laos was at ordinary level that was the reason for low level of customer satisfaction. However, both service quality and customer satisfaction have positive relationship with customer loyalty. In there, service quality plays a more important role compared to customer satisfaction in their impact on customer loyalty.
Some managerial implications are drawn from the findings of this study. Specifically, the findings provide managers with knowledge and insight that would help better understand and manage the determinants of service quality, customer satisfaction and therefore help improve customer loyalty in telecommunication of Laos. In order to improve customer loyalty, the telecommunication providers should focus on dimension “customer services and pricing structure” of service quality because it has the strongest positive impact on customers’ satisfaction and then customers loyalty.
This study is expected to provide some implications for managers in an attempt to improve service quality, customer satisfaction and customer loyalty in telecommunication of Laos and to increase competition and achieve better performance in Laos’ telecommunication.
