การศึกษาและพัฒนาสมรรถนะการบริการของพนักงานต้อนรับบนเครื่องบิน สายการบินต้นทุนต่ำ

Thawat  Laohaarunotai; Chitpong  Ayasanond

doi:10.60027/iarj.2024.276000

Authors

Thawat Laohaarunotai Ph.D (Tourism and Hospitality Management) College of Hospitality Industry Management, Suan Sunandha Rajabhat University, Thailand https://orcid.org/0009-0007-6989-8241
Chitpong Ayasanond Master of Business Administration Program in Sustainable Logistics and Supply Chain Management, Bangkokthonburi University, Thailand https://orcid.org/0009-0002-1444-1467

DOI:

https://doi.org/10.60027/iarj.2024.276000

Keywords:

Service Competencies; , Flight Attendants; , Low-Cost Airlines

Abstract

Background and Aims: Service quality is a key factor affecting the success of airlines, especially low-cost carriers that emphasize cost control while maintaining good service standards. Therefore, the service competence of flight attendants is a crucial issue that should be studied. This research aims to 1) study the perceptions of service competence of flight attendants in low-cost airlines, and 2) investigate the differences between personal factors and service competence of flight attendants in low-cost airlines.

Methodology: This is a quantitative research using a questionnaire as a data collection tool. The IOC is 0.62, and the reliability is 0.974. The sample group consists of 333 flight attendants from Thai AirAsia and Thai Lion Air, selected by stratified random sampling. Data analysis includes descriptive statistics such as frequency, percentage, mean, and standard deviation, as well as inferential statistics such as t-tests and one-way ANOVA.

Results: The findings indicate that 1) overall, flight attendants in low-cost airlines have a high level of service competence, with the highest average in the management skills/technical expertise aspect, and 2) personal factors such as age, education level, job position, and work experience significantly differ concerning service competence, while gender does not show significant differences.

Conclusion: The sample group of 333 flight attendants in low-cost airlines, mostly female, aged 25-34, with a bachelor's degree, and 5-7 years of experience, have the highest level of service competence (4.39), with the highest score in management skills/technical expertise (4.42). Age, education level, job position, and work experience significantly affect service competence.

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