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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/3528

Title: Factors Affect Customer's Choice Decision on Telecommunication Service Provider in Bangkok, Thailand
Authors: Guo Qu
Keywords: Choice decision
Telecommunication service
Brand
Issue Date: 2018
Abstract: The objective of this independent study is mainly to find out factors that affect customer’s choice decision on telecommunication service provider in Bangkok, Thailand. After that, the significant relationships between the factors and customer’s choice decision will be tested. Furthermore, it is to illustrate the relationships between the factors and customer’s choice decision of telecommunication industry. At last, the conclusion of the independent study can be showed. This paper describes four major independent variables which are marketing mix 7Ps, brand equity, relationship, technology and their affect toward the dependent variable customer’s choice decision. All of the 400 research questionnaires which were distributed to target population in the service center store of AIS, TRUE, DTAC located in top five shopping area of Central World. The researcher used both judgment and convenience of non-probability sampling.
Description: Independent Study (M.B.A)-Graduate School,Bangkok University,2018
Advisor(s): Sumas Wongsunopparat
URI: http://dspace.bu.ac.th/jspui/handle/123456789/3528
Appears in Collections:Independent Studies - Master

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