To read this content please select one of the options below:

Evaluating specific service quality aspects which impact on customers’ behavioural loyalty in high-tech internet services

Paramaporn Thaichon (S P Jain School of Global Management, Sydney Olympic Park, Australia)
Charles Jebarajakirthy (Faculty of Business and Law, Swinburne University of Technology, Hawthorn, Australia)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 31 December 2015




The purpose of this paper is to examine the influence of quality perception on customers’ repurchase behaviour in home internet services. Specifically, it was found that information quality, and privacy affected customers’ commitment and perceived value which were directly related to customer behavioural loyalty.


In order to achieve the research objectives, a model is proposed. The literature review and formulation of hypotheses related to each construct are then discussed. An online survey was conducted. The final usable sample size was 2,059.


Information quality was a stronger determinant of commitment and value when compared with privacy. The positive indirect effects of information quality and privacy on behavioural loyalty were also confirmed.


The research provides practical implications which can be used to design effective marketing strategies to retain customers in the residential internet market. Moreover, current issues of high-customer churn rate can be resolved. In general, the study confirms that putting customers’ privacy in the heart of company operations is critical for an internet service provider’s success and long-term sustainability.



The authors wish to express their appreciation and gratitude to Sara Quach for her valuable help editing and final proof reading.


Thaichon, P. and Jebarajakirthy, C. (2015), "Evaluating specific service quality aspects which impact on customers’ behavioural loyalty in high-tech internet services", Asia Pacific Journal of Marketing and Logistics, Vol. 28 No. 1, pp. 141-159.



Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

Related articles