为了改善和发展服务，公司必须在不同顾客群中使用多个研究方法，来确保他们
能听到顾客的心声，并对顾客的建议做出回应。本研究的目的是了解泰国电信服务中
的客户行为意图、客户忠诚度和服务质量之间的关系。它们是：（1）确定人口、社会
经济变量，文化变量，以及隶属关系特性对服务质量的影响；（2）确定客户行为意向
和服务质量之间的概念联系。

收集的数据来自于2014年四家泰国电信服务供应商（DTAC，AIS，TRUE，TOT）
的客户数据。客户问卷调查抽样的结果表明，规模措施有很高的可靠性，且行为意向
规模措施的可靠性也是被认可的。

泰国电信顾客中有显著不同的服务质量预期和服务质量感知。顾客所感受到服务
质量不依赖于年龄和面貌，顾客感知服务质量和性别、教育程度、职业、收入和婚姻
状况无关。回归分析也表明服务质量和客户行为意图之间存在显著关系。这一发现表
明，感知服务质量是与顾客行为意图正相关。

这项研究的结果能进一步说明，电信营销人员需要评估感知服务质量和顾客行为
意向两个方面。当服务质量评估高且客户的行为意图是良好的，双方的关系更可能得
到加强。本论文研究的结果表明，提高服务质量会增加泰国电信顾客的良好行为意图。

顾客想和遵守承诺的公司做生意，尤其是这种承诺和核心服务属性息息相关，如在电
信服务中心中的客户服务和客户关怀。

人口统计变量可能有助于泰国电信企业更好地了解服务质量的预期和看法。具体
来说，泰国电信客户服务质量的感知似乎是被调查者的年龄发挥了作用。人口变量是
最容易识别的，形成一个完善细分策略的基本依据。服务质量对顾客行为意图的影响
促生了泰国的电信战略。服务质量对顾客行为意向的影响，并监测其在服务业绩上的
敏感性变化，从而获得关于为什么以及如何致力于改善服务的宝贵见解。

关键词:泰国电信；服务质量；行为意图

Abstract
Thailand Telecommunication service has been improving and increasing importantly
in telecommunication industry and become an integral part of a firm. Therefore, one of the
challenges is to manage telecommunications to enhance service quality. Base on service
marketing theory literature, a framework of relationship between service quality and
behavioral intentions for telecommunication service providers.
To improve and develop service, Companies must use multiple research approaches
among different customer groups to ensure that they are hearing what customer saying and
that they are responding to their suggestions. The objective of this research is to understand
the relationship between Customer behavioral intentions, Customer loyalty and Service
quality of Thailand telecommunication service. These are : (a) to determine the impact of
demographic/socio economic variables , Cultural variables, and affiliation characteristics
on service quality: and (b) to define the conceptual linkage between Customer 'behavioral'
intentions, and Service quality.
Data were collected from 350 customer of four Thailand telecommunication service
providers (DTAC, AIS, TRUE, TOT) in 2014 with the samples in questionnaire survey.
Results indicate that the scale measures have high reliability, and behavioral intention scale
measures have acceptable reliability.
There are different service quality expectations and customer service quality
perceptions for Thailand telecommunication customers. Customers' perceived service
quality is independent on age and affiliation: however customer perceived service quality
is independent of gender, education, occupation, income and marital status. A regression
analysis also indicates a significant relationship between service quality and customer
behavioral intentions. This finding showed that perceived service quality is positively
associated with customer behavioral intentions.
The results of this study could further strengthen the argument that telecommunication
marketers need to assess both perceived service quality and customer behavioral intentions.
When service quality assessments are high and the customers' behavioral intentions are
favorable, the relationship is more likely to be strengthened.
The finding of this thesis study indicates that improving service quality leads to
increased favorable behavioral intentions among Thailand telecommunications customers.
Customer want to do business with companies that keeps their promises, Particularly their
promises about the core service attributes such as, Customer service and customer care in
telecommunication service centers
Demographic variables may help Thailand telecommunication companies better
understand service quality expectations and perceptions. Specifically, Service quality
perception among Thai telecommunication customers seems to be function of the
respondent's age. This demographic variable is the easiest to identify and it's forms the
underlying basis of an improving segmentation strategy. The affect of service quality on
customer's behavioral intentions indicate that Thailand telecommunication strategy. The
affect of service quality on customer's behavioral intentions and monitor their sensitivity to
changes in service performance, and thus gain valuable insight on why and how to invest
in service improvement.
Keywords: Thailand telecommunication; service quality; customer behavioral
intentions