GREEN SERVICE QUALITY AFFECTS THE SATISFACTION OF LOW-COST AIRLINE PASSENGERS IN THAILAND

Abstract

This research article aims to 1) Examine the levels of perceived brand experience, environmentally friendly service quality, and satisfaction among low-cost airline passengers in Thailand, and 2) Analyze the effects of perceived brand experience and environmentally friendly service quality on passenger satisfaction. A sample of 400 respondents was collected. Quantitative data were analyzed using descriptive statistics, inferential statistics, and multiple regression analysis. Results indicate that overall perceived brand experience and overall environmentally friendly service quality are at high levels, while passenger satisfaction is at the highest level. The findings support hypothesis 1: overall perceived brand experience has a positive effect on satisfaction among airline passengers. Perceived brand experience exerts a statistically significant positive influence on passenger satisfaction, with a multiple regression coefficient of 0.715, particularly in the dimensions of impression and satisfaction with quality. Hypothesis 2 is also supported: environmentally friendly service quality has a positive effect on passenger satisfaction, with a multiple regression coefficient of 0.807 (R² = 80.7%), especially in terms of image and green airport features, which significantly influence satisfaction at the 0.01 level. The other four dimensions did not show clear influence. The research results support that perceived brand experience and environmentally friendly service quality are significant factors that positively influence passenger satisfaction of low-cost airlines in Thailand, with statistical significance at the 0.01 level.