Although this study should be noted. Some important factors are not integrated into the model. For example, possible factors which may significantly affect customer loyalty includes customer trust among various mobile phone service providers (Aydin and Özer, 2006; Junaid-ul-haq et al., 2013) and other perceived switching costs (Calvo-Porral and Lévy-Mangin, 2015; Kim et al., 2004). Second, the model is tested in a Thai telecommunications setting in which cultural and economic factors are embedded.