Investigating the antecedents to loyalty of Internet service providers in Thailand: developing a conceptual model

This research aims to investigate the antecedents to customer retention and brand loyalty of Internet Service Providers (ISP) in Thailand. There are several reasons why consumers are motivated to purchase and repurchase Internet service packages. We have evaluated relevant extant research which has been well developed in Western countries. We then develop a conceptual model and intend to validate this in Thailand – a fast growing economy where Internet services are increasingly being marketed. The exogenous constructs of the conceptual model include influential factors such as network quality, customer service, information support, security and value. The endogenous constructs include cognitive and affective determinants such as trust, satisfaction, commitment and loyalty. We intend to empirically validate the conceptual model by obtaining relevant data in the near future.