Customer retention in the residential Internet services market: the case of Thailand

His PhD was initiated by the interest in creating and maintaining customers’ sense of belonging, attitudinal and behavioural loyalty toward their service providers. His PhD also investigates the mechanism behind customers’ affective and cognitive evaluations, and the associated behavioural outcomes. He has identified and tested specific service quality dimensions of Internet Service Providers called “NCIS-Quality-Model”. This study helps companies to strategise in making customers more central in their operations, which would create significant competitive advantage. Beneficiaries of this study include various stakeholders, such as consumers, service providers, the government, and other commercial interests.