Abstract: The objectives of this research were to study the level
of influencing factors, leadership, supply chain management,
innovation, competitive advantages, business success, and affecting
factors to the business success of the mobile phone system service
providers in Bangkok Metropolitan. This research was done by the
quantitative approach and the qualitative approach. The quantitative
approach was used for questionnaires to collect data from the 331
mobile service shop managers franchised by AIS, Dtac and
TrueMove. The mobile phone system service providers/shop
managers were randomly stratified and proportionally allocated into
subgroups exclusive to the number of the providers in each network.
In terms of qualitative method, there were in-depth interviews of 6
mobile service providers/managers of Telewiz and Dtac and
TrueMove shop to find the agreement or disagreement with the
content analysis method. Descriptive Statistics, including Frequency,
Percentage, Means and Standard Deviation were employed; also, the
Structural Equation Model (SEM) was used as a tool for data
analysis. The content analysis method was applied to identify key
patterns emerging from the interview responses. The two data sets
were brought together for comparing and contrasting to make the
findings, providing triangulation to enrich result interpretation. It
revealed that the level of the influencing factors – leadership,
innovation management, supply chain management, and business
competitiveness had an impact at a great level, but that the level of
factors, innovation and the business, financial success and nonbusiness
financial success of the mobile phone system service
providers in Bangkok Metropolitan, is at the highest level. Moreover,
the business influencing factors, competitive advantages in the
business of mobile system service providers which were leadership,
supply chain management, innovation management, business
advantages, and business success, had statistical significance at .01
which corresponded to the data from the interviews.
Abstract: The aim of this research is to develop the
understanding of corporate social responsibility (CSR) from
consumers- perspective toward Thai mobile service providers.
Based on the survey from 400 mobile customers, the result
shows that four dimensions of CSR of Thai mobile service
providers consist of economic, legal, ethical and philanthropic
responsibility. These four CSR factors have positive impacts
on enhancing customer satisfaction except one item of
economic responsibility - profitability to shareholders. Ethical
dimension has the strongest impact on customer satisfaction.
Economic, legal, ethical, philanthropic responsibility and
customer satisfaction have major impact on loyalty, whilst
philanthropic component mostly affects loyalty.