CONFIRMATORY FACTOR ANALYSIS OF COMMUNICATION AND DEVELOPMENT GUIDELINES FOR ENHANCING THE WORK PERFORMANCE OF FLIGHT ATTENDANTS IN LOW-COST AIRLINES IN THAILAND

Abstract

Communication is a critical factor influencing the performance and safety of flight attendants. However, communication problems such as misinterpretation, unclear information exchange, and ineffective interaction still occur in operational contexts, potentially affecting teamwork efficiency and flight safety. This study employed a mixed methods research design to 1) Analyze the confirmatory factors of communication for enhancing the job performance of flight attendants in low-cost airlines in Thailand, 2) Examine the structural validity of the proposed model, and 3) Propose communication development guidelines to enhance work performance. The key informants consisted of five flight attendants, and the quantitative sample included 400 respondents. The research instruments were in-depth interviews and a five-point rating scale questionnaire. Data were analyzed using descriptive statistics and confirmatory factor analysis. The results revealed that the communication model consisted of eight components: sender, receiver, communication channels, message content, two-way communication, interpersonal communication behavior, communication skills, and knowledge level. Interpersonal communication behavior refers to expressive interactions such as openness to opinions and mutual engagement, whereas communication skills refer to abilities in encoding and decoding messages, including speaking, listening, and appropriate language use.
The model demonstrated a good fit with the empirical data (χ² = 24.441, df = 13, GFI = 0.984, CFI = 0.995, RMSEA = 0.047). The findings suggest that organizations should systematically promote communication training focusing on clear information delivery to support the effective and safe performance of flight attendants.