ภาพลักษณ์ตราสินค้าที่มีความสัมพันธ์กับการตัดสินใจใช้บริการเครือข่ายโทรศัพท์ มือถือเอไอเอสของกลุ่มวัยรุ่นในจังหวัดสงขลา

Abstract

This research aims to study the brand image of AIS Mobile Network, the decision to use AIS Mobile Network, and determine the correlation between the brand image and the decision to use AIS Mobile Network among teenagers in Songkhla Province. A questionnaire was used as a tool to collect data from 385 teenagers in Songkhla Province with aged between 15-24 years old and have used AIS Mobile Network. The data were analyzed by frequency, percentage, mean, standard deviation, t-test, One-way ANOVA, and Pearson’s correlation coefficient. The research results found that teenagers in Songkhla Province deemed the brand image of AIS Mobile Network had a dominant in various aspects as follows: 1) Attributes, the signal of network covers all areas, 2) Brand attitude, they had a positive attitude to this network, and 3) Benefits consisted of experiential benefits, functional benefits, and symbolic benefits that teenagers deemed this network gave them the confidence to use service in next time, it can communicated with the end of the line without jamming, and using this network made it feel modern, respectively. Considering the decision to use AIS Mobile Network among teenagers, they will be decided from the brand reputation and reliability. Moreover, the brand image was positively correlated with the decision to use AIS Mobile Network at the 0.001 level of significance that the most relevant aspect was the brand attitude, followed by the attributes, and the benefits, respectively. Based on research findings, AIS Mobile Network should generate a positive attitude towards the brand image into the consumers’ mind by following an agreement, such as billing based on actual usage, determining the internet speed comply with chosen package, and finally, resolving all problems for consumers until complete the process