Main Article Content
The objectives of this research are 1) to study the demographic characteristics of mobile phone users affecting their decision to select mobile phone network service and 2) to study the creation of shared value of mobile phone networks affecting mobile phone network users’ decision to select mobile phone network service. The research sample consisted of 1,240 mobile phone network users from AIS, DTAC and True Move H networks in Bangkok Metropolis and vicinity. A questionnaire was used as the data collecting instrument. The statistical procedures employed for data analysis comprised descriptive statistics including the frequency distribution, percentage, mean, and standard deviation; and inferential statistics of t-test, ANOVA, Scheffe’s method of pair-wise comparison, and stepwise multiple regression analysis. The .95 confidential interval was pre-determined for hypothesis testing.
The results indicated that every demographic factor of mobile phone users affected their decision to select mobile phone network service; and the creation of shared value of all three brands of mobile phone network service affected the mobile phone users’ decision to select mobile phone network service.
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
I and co-author(s) certify that articles of this proposal had not yet been published and is not in the process of publication in journals or other published sources. I and co-author accept the rules of the manuscript consideration. Both agree that the editors have the right to consider and make recommendations to the appropriate source. With this rights offering articles that have been published to Panyapiwat Institute of Management. If there is a claim of copyright infringement on the part of the text or graphics that appear in the article. I and co-author(s) agree on sole responsibility.
Biprasert, A. (2014). Factors influencing the selection buying of a cellular network of private vocational students in Nonthaburi province. Retrieved September, 1, 2019, from http://dspace.spu.ac.th/bitstream/123456789/4849/1/บทความ.pdf [in Thai]
Guntapong S., Kawasin K. & Sawetpanuwong, P. (2016). The Impact of Strategic-Alliance Characteristics on Sucessful “Creating Shared Value”. KMUTT Research and Development Journal, 39(4), 649-659. [in Thai]
Kammayee, S. & Puntranuwong, A. (2014). Policies and Strategy communication’s creating shared value of PTT Global Chemical Public Company Limited. JC e-journal 2557. Retrieved September 1, 2019, from http://184.108.40.206/ejournal/wp-content/uploads/2015/ 07/JCIS57059.pdf [in Thai]
Kijjanukij, L. & Assarat, N. (2011). Factors affecting mobile operator switching after activation of mobile number portability service: a case study of consumers in Bangkok Metropolitan Area. Chulalongkorn Business Review, 33(127), 80-96. [in Thai]
Kokkhamhaeng, N. & Saengsuwan, T. (2015). Influences of service Quality upon Customer Satisfaction and the Switching of a Mobile Facilitator. Chulalongkorn Business Review, 37(143), 76-93. [in Thai]
Kotler, P. (2004). Marketing management (9th ed.). (Sangsuwan, T. Trans). Bangkok: Pearson Education Indochina. [in Thai]
Laksitamas, P. & Na Pathum, S. (2017). Strategic green marketing and shared value: Thai tourist operator’s business in AEC market. Panyapiwat Journal, 9(special), 18-30. [in Thai]
Nawarittisawin, W. (2013). A Study of the Difference in Marketing Mix and Consumer Behavior on the use of Mobile Phone Networks Services in Nakhon Ratchasima Province. Journal of Business Administration the Association of Private Higher Education Institutions of Thailand, 2(1), 25-36. [in Thai]
Parungrojrat, N. & Loahavichien, T. (2017). Service quality and mobile phone customer switching behavior. MUT Journal of Business Administration, 14(2), 150-167. [in Thai]
Poomwuttisarn, N. (2016). Marketing management. Bangkok: Chulalongkorn University Press. [in Thai]
Roger, A., KerinSteven, W. H. & William, R. (2009). Marketing: The Core. (Thamma, N., Wongbangpho, P., Thamprateep, P., Sianurakwong, S., Ngamchanpli, S. & Ngamchanpli, V. Trans). Bangkok: McGraw-Hill. [in Thai]
Thamjaroen, Y. (2013). Consumer Behavior Analysis: Unit 1-7. Nonthaburi: The Office of the University Press Sukhothai Thammathirat Open University. [in Thai]
Thanabordeekij, P. (2018). Factor Influencing Customer Loyalty in Mobile Network Services in Myanmar. Panyapiwat Journal, 10(2), 47-59. [in Thai]
Thansettakij. (2016). 3 mobile services snatched customer in all format. Retrieved August 29, 2016, from http://www.thansettakij.com/content/90227 [in Thai]
Thummapornpat, S. (2010). Factors affecting master degree students' selection of mobile network at Dhurakij Pundit University. Thematic Paper in Master of Science, Graduate School, Dhurakij Pundit University. [in Thai]
Wiraekarut, A. (2013). Factors Affecting Decision in Using Mobile Phone Network Services of Customers in Phranakhon Si Ayutthaya. Master of Business Administration Degree in Business Administration, Phranakhon Si Ayutthaya Rajabhat University. [in Thai]
Yamane, T. (1973). Statistics: An Introductory Analysis (3rd eds.). New York: Harper and Row Publication.
Yontwikai, W. (2014). Creating Shared Value Evolution. Executive Journal, 34(2), 116-125. [in Thai]
Yontwikai, W. (2014). CSV Evolution Idea: Creating Shared Value by Porter & Kramer. Escape The Great White & Model. Bangkok: BrandAge Essential. [in Thai]