CUSTOMERS SATISFACTION OF MOBILE PHONE VIVO MODEL V3MAX IN THAILAND CUSTOMERS SATISFACTION OF MOBILE PHONE VIVO MODEL V3MAX IN THAILAND Ruomei Ruan This Independent Study Manuscript Presented to The Graduate School Of Bangkok University in Partial Fulfillment Of The Requirements For The Degree Master Of Business Administration 2019 ©2019 Ruomei Ruan All Rights Reserve iv Ruomei, R. M. B. A. , January 2019, Graduate School, Bangkok University. Customers Satisfaction of Mobile Phone Vivo model V3max in Thailand (53 pp.) Advisor: Paul TJ James, Ph. D. ABSTRACT For each enterprise, customer is the biggest wealth, because only customers are satisfied with the products and services provided by the enterprise, that can enhance the competitiveness of the enterprise, and enterprise has the basis for survival and development. In simple terms, only by winning customers, it is possible to achieve long- term sustainable development of the company. By studying customer satisfaction, Vivo can improve the accuracy of meeting the needs of Thailand's target customers, and its products or services can better adapt to market demands, thus improving the scientific and accuracy of Vivo marketing decisions. With the use of follow-up call interview of 300 V3Max Customer, and analysis data with Excel Program, it found that V3Max customer satisfied with the design the experiments, and service of model V3Max of Vivo. Overall, customer satisfaction is still at a satisfactory level. Keywords:Customer Satisfaction, Vivo Thai co.,th, V3Max,NPS, Likert Scale v ACKNOWLEDGMENT I would like to express my gratitude to all those who helped me during the writing of this IS study research. My deepest gratitude goes first and foremost to my advisor Dr. Paul TJ James, for his constant encouragement and guidance. He has walked me through all the stage of the writing of this work. Without his enlightening instruction, impressive kindness and patience, I could not have completed my work. And this research could not have reached its presents form. Second, I would like to express my heartfelt gratitude to Vivo for providing a lot of relevant information for this IS study. Even help me to gather customer information. I really appreciate my colleagues and Vivo company. Last my thanks would go to my beloved family for their loving considerations and great confidence in me all through these years. I also owe my sincere gratitude to my friends and my fellow classmates who gave me their help and time in listening to me and helping me work out my problems during the difficult course of this research. vi TABLE OF CONTENTS Page ABSTRACT ................................................................................................... iv ACKNOWLEDGMENT................................................................................ v LIST OF TABLES ......................................................................................... viii LIST OF FIGURES ....................................................................................... xi CHAPTER 1 INTRODUCTION ................................................................... 1 1.1 Background .................................................................................. 1 1.2 Statement of Problem ................................................................... 3 1.3 Intention of Research ................................................................... 4 1.4 Research Objective ...................................................................... 4 1.5 Major Research Questions and Sub-questions .............................. 5 1.6 Assumption .................................................................................. 5 1.7 Scope of Research ........................................................................ 5 1.8 Benefits of Research .................................................................... 5 1.9 Limitation of Research ................................................................. 6 1.10 Conclusion ................................................................................ 6 CHAPTER 2 LITERATURE REVIEW ........................................................ 7 2.1 Customer ...................................................................................... 7 2.2 Customer Satisfaction .................................................................. 8 2.3 Consumer Behavior...................................................................... 13 2.4 Consumer Buying Process ........................................................... 15 2.5 Customer Relationship Marketing (CRM) ................................... 16 2.6 Mobile Marketing in Thailand ..................................................... 17 2.7 Conclusion ................................................................................... 18 CHAPTER 3 METHODOLOGY RESEARCH ............................................ 19 3.1 Research Methodology Review ................................................... 19 3.2 Method of Inquiry ........................................................................ 22 3.3 Data Collection ............................................................................ 23 3.4 Conclusion ................................................................................... 25 CHAPTER 4 DATA ANALYSIS ................................................................... 26 4.1 Data Test ....................................................................................... 26 4.2 Introduction .................................................................................. 27 vii TABLE OF CONTENTS (Continued) CHAPTER 4 DATA ANALYSIS (Continued) Page 4.3 Data Analysis of Customer Satisfaction....................................... 35 4.4 Analysis of Data........................................................................... 43 4.5 Conclusion ................................................................................... 44 CHAPTER 5 DISCUSSION .......................................................................... 45 5.1 Customer Characteristics ............................................................. 45 5.2 Customer Buying Drive ............................................................... 46 5.3 Satisfaction performance ............................................................. 46 5.4 Conclusion ................................................................................... 46 CHAPTER 6 CONCLUSION AND RECOMMENDATION ...................... 47 6.1 Conclusion ................................................................................... 47 6.2 Recommendation ......................................................................... 48 BIBLIOGRAPHY .......................................................................................... 49 APPENDIX .................................................................................................... 51 BIODATA...................................................................................................... 53 LICENSE AGREEMENT OF INDEPENDENT STUDY ............................ 54 viii LIST OF TABLES Page Table 1.1: V3max specific Table .................................................................. 3 Table 3.1: Comparison of Descriptive, causal and ...................................... 21 predictive Research Table 3.2: Samplings of Each Channels ....................................................... 24 Table 3.3: Likert Scale .................................................................................. 24 Table 3.4: NPS Scale..................................................................................... 25 Table 4.1: Average Age ................................................................................ 28 Table 4.2: The details of Student/White-collar workers ............................... 29 Table 4.3: Average Family Household Income (Baht) ................................. 31 Table 4.4: The final results of the year 2012, yield 8 classifications of ...... 31 SES for each area Table 4.5: The Brand of Last Mobile Service Time over 2 Years ................ 34 Table 4.6: The series of last mobile .............................................................. 34 Table 4.7: Compared models ........................................................................ 36 Table 4.8: Dissatisfaction of Battery ............................................................. 38 Table 4.9: Customer Complains .................................................................... 40 Table 4.10: NPS Value .................................................................................. 41 Table 4.11: Dissatisfaction Aspects ............................................................... 42 Table 4.12: Competitors Model Details ........................................................ 44 ix LIST OF FIGURES Page Figure 1.1: June,2016-June 2017 sales percentage ....................................... 2 Figure 2.1: Kano model ............................................................................... 9 Figure 2.2: ACSI model ............................................................................... 10 Figure 2.3: Level of Customer Satisfaction .................................................. 11 Fugure 2.4: Net Promoter Score Analysis ..................................................... 12 Figure 2.5: Customer Effort Score (CES) ..................................................... 13 Figure 4.1: Gender ........................................................................................ 27 Figure 4.2: Age