| Author | Thunyanit Tunpisan |
| Call Number | AIT RSPR no. SM-00-24 |
| Subject(s) | Telephone Organization of Thailand--Customer services
|
| Note | A research study in partial fulfillment of the requirement for the degree of
Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no.SM-00-24 |
| Abstract | The trend toward the deregulation and liberalization of telecommunication industry is a
key factor to drive the telecommunication industry change rapidly in the modern world.
In addition, the telecommunications industry become more complex and global
competition becomes more intense.
This research study tried to identify the areas of problems in data communication services
to TOT. To improve the service quality to sustain the competitive advantage of TOT, this
research used the service quality measurement, SERVQUAL model, for identifying the
areas of problems. This research discovered many problems such as marketing and
customer service system, service personnel and technology capabilities which will be
critical weakness in the intensive competitive starting in 2006. TOT's performance shows
weakness in marketing strategy, operational of service personnel and technology
capabilities.
The framework refers to the framework for achieving the overall of research objectives.
The framework consist of 6 key parts : (1) telecommunication industry environment
which focus on the determinants that impact on the data communication service and the
major competitors to TOT in this services, (2) the overview organization of TOT and
TOT' s service which focus on the data communication service such as Leased line
/leased circuit and ISDN, (3) the service quality problems of the key corporate customers
in the data communication service, ( 4) the service quality measurement for service
quality improvement in data communication service by using the SERVQUAL model, (5)
the marketing strategy option for increasing the service quality, and (6) the set of
conclusion and recommendation for increasing the service quality competencies to TOT.
Finally, this research study recommended appropriate strategic direction to solve the
problems in service quality. Apart from efforts to developing the promotion and
marketing, service culture and service creation. |
| Year | 2000 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no.SM-00-24 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Igel, Barbara; |
| Examination Committee(s) | Bechter, lemens;Aekavute Sujarae; |
| Scholarship Donor(s) | Telephone Organization of Thailand Phase II; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2000 |