a case study of the telephone organization of Thailand (TOT) Asa Sattayut creator Paul, Himangshu Chairperson Bechter, Clemens Examination Committee Johri, Lalit M. Examination Committee Telephone Organization of Thaialnd Scholarship Donor text series technical report th Pathum Thani, Thailand Asian Institute of Technology 2001 continuing eng 52 leaves : ill. The trend toward the deregulation and liberalization of telecommunication industry is a key factor to drive the telecommunication industry change rapidly in the modern world. In addition, the telecommunications industry become more complex and global competition becomes more intense. This research study tried to identify the areas of problems in services to TOT. To improve the service quality to sustain the competitive advantage of TOT, this research used the service quality measurement, SERVQUAL model, for identifying the areas of problems. This research discovered many problems such as marketing and customer service system, service personnel and technology capabilities which will be critical weakness in the intensive competitive starting in 2006. TOT's performance shows weakness in marketing strategy, operational of service personnel and technology capabilities. The framework refers to the framework for achieving the overall of research objectives. The framework consist of 6 key parts : (1) telecommunication industry environment that impact on the service (2) the overview organization of TOT and TOT's service (3) the service quality problems of the 40 corporate customers in TOTs' service, (4) the service quality measurement for service quality improvement in TOTs'service by using the SERVQUAL model, (5) the marketing strategy option for increasing the service quality, and (6) the set of conclusion and recommendation for increasing the service quality competencies to TOT. Finally, this research study recommended appropriate strategic direction to solve the problems in service quality. Apart from efforts to developing the promotion and marketing, service culture and service creation. A research study submitted in partial fulfillment of the requirements for the degree of Master in Business Administration (Executive MBA Program) Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2001 Telephone companies Customer services Thailand Telephone Thailand Asian Institute of Technology. 220404 20260817163506.0