Branding and customer experience in the wireless telecommunication industry

Abstract:

This research explores the relationship between customer experience, brand image and brand loyalty in the wireless telecommunication service industry in Thailand. The findings reveal that wireless service brands delive different customer experiences and images, and that customer experiences influence the strength of a brand including brand image and customer loyalty. Contribution of the study to academic and pratitioners' perspectives, including recommendation of futher research, are also provided.

Authors: Juthamard Sirapracha & Gerard Tocquer

Published in International Journal of Trade, Economics and Finance, 3(2), 2012