THE DEVELOPMENT STRATEGIES OF CUSTOMERS SERVICE QUALITY UNDER DIGITAL TRANSFORMATION IN THE NEW NORMAL SITUATION OF NATIONAL TELECOM PUBLIC COMPANY LIMITED IN THE UPPER NORTHEAST REGION 2
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Abstract
The purposes of this research were to examine the causal relationship between telecommunications service quality and its influence on customer service satisfaction; and to determine strategies for improving the quality of customer service under the digital transformation according to the new normal situation. This research was divided into 2 phases: Phase 1 was the data collection with the use of a questionnaire from 600 customers who were obtained by cluster sampling method. The data were analyzed using structural equation modeling. Phase 2 was the determination of the development strategies. The target group consisted of 16 purposively selected experts. The results revealed that (1) the model was consistent with the empirical data, with the variables of tangible things, the understanding and getting to know service users, and the use of digital technology having positive direct influences on customer service satisfaction, respectively; and (2) the results of strategy determination showed that the organization was in a position to use its strengths to capture opportunities, which was defined as a proactive strategy with 3 issues, i.e. promoting the use of digital technology, developing service quality organization management system, and developing high competency personnel.
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