Quality of True Wi-Fi Service: A Case Study of Customers in Bangkok

Abstract

The purpose of this independent study was to study the factors affecting the quality of True Wi-Fi service in the view of customers in Bangkok. The studied factors were demographic data and customer’s usage behaviors.     

The sample group consisted of 398 customers who used True Wi-Fi service in Bangkok. The instrument used for data collection was questionnaires. Statistics used for data analysis included frequency, percentage, mean, standard deviation, independent samples t-test, one-way ANOVA, and Scheffé’s method of paired comparison. 

                The result revealed that the majority of the samples were married female age between 21-29 years old. Most of them were employees with the average monthly income of 15,001-20,000 baht and graduated with a bachelor’s degree. According to their behavior analysis, most of them used True Wi-Fi service for less than 1 hour/time. The service was mostly used in the evening (16.00-19.00 hrs.) through smartphones in Phra Khanong District. Besides, they used the service for personal use, and for the social network – LINE. The highest level of satisfaction in the service quality was the signal coverage while the lowest level of was the customer service. It was pointed out that there was a significant difference in the customer’s satisfaction of True Wi-Fi service quality based on their genders, ages, marital statuses, and occupations. Moreover, there was a significant difference in the customer’s satisfaction of True Wi-Fi service quality based on their different usage behaviors – the average daily usage durations, the average daily usages, the places they used the service, and the purposes of usages. This study could be used as recommendations for True Corporations to improve their service quality.