摘要：This study was conducted to study the factors that how service quality affects customer loyalty in the Thai Information Technology (IT) business. The researcher wishes to use their position within academia to conduct further analysis with quantitative data being obtained from 294 customers using IT products and services in the Bangkok metropolitan area and qualitative research being conducted with 10 executives by the use of purposive sampling. Analysis was conducted while using Partial Least Square (PLS-Graph) software to apply Structural Equations Modeling (SEM). Results showed the hypotheses affecting customer satisfaction had a significance level of p≤0.05, having a significant and direct influence on customer loyalty, product quality and product service. Other variables include customer perceived value, customer trust and customer satisfaction of their clients. A fact recognized by the assumption p≤0.01, respectively. Significant findings from this study found that customers who use the Thai information technology product and/or service, must be satisfied with the products and services if it is sold in conjunction with information technology services. Thus, the customers perceived value and recognition of it is necessary to ensure customer satisfaction in the brand itself which translates into long-term customer retention and loyalty.
