EVALUATING SPECIFIC SERVICE QUALITY DIMENSIONS WHICH IMPACT ON CUSTOMERS’ BEHAVIOURAL LOYALTY IN HIGH-TECH INTERNET SERVICES

This study aims to investigate the antecedents to customer retention and brand loyalty of Internet Service Providers in Thailand. The findings reveal that customers' commitment and value are influenced by information support, privacy and security. Additionally, the positive relationships between information quality and privacy and behavioural loyalty were revealed. Customers' commitment and value were positively associated with behavioural loyalty. However, surprisingly, there was no support for the hypothesised positive association between customers' value with behavioural loyalty. Practical implications that can be drawn from this research will form a foundation for service providers in the residential internet market to develop new retention strategies. These providers would be able to reduce the current issues relating to the high customer churn rate. By making customers more central in company operations, these strategies can potentially reduce the expenses associated with acquiring new customers.