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 deliver 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 practitioners’ perspectives, including recommendation of future research, are also provided.
Index Terms—Brand image, customer experience, customer loyalty, telecommunication services.
J. Sirapracha is a Master’s Degree Graduate from College of Management, Mahidol University, Bangkok, Thailand (e-mail: firstname.lastname@example.org). G. Tocquer, Ph.D. is now a Vice Dean of International Program and a Chairman of General Management Program for College of Management, Mahidol University, Bangkok, Thailand (e-mail: email@example.com).
Cite: Juthamard Sirapracha and Gerard Tocquer, "Branding and Customer Experience in the Wireless Telecommunication Industry ," International Journal of Trade, Economics and Finance vol. 3, no. 2, pp. 103-108, 2012.