SERVICE INNOVATION AND CUSTOMER EXPERIENCE AFFECTING TO ELECTRONIC SERVICE QUALITY AND CUSTOMER LOYALTY: A CASE OF LOW-COST AIRLINES IN THAILAND

Abstract

The objectives of this research article were, 1) To examine passenger experience, service innovation, perceptions of electronic service quality, and passenger loyalty toward low-cost airlines in Thailand. 2) To analyze the impact of electronic service quality on passenger loyalty toward low-cost airlines in Thailand. A quantitative research design was employed. Data were collected using a questionnaire from a purposive sample of 400 Thai passengers who had previously used low-cost airlines in Thailand between October 2023 and March 2024. Descriptive statistics and inferential statistics, specifically multiple regression analysis, were used for data analysis. The research findings revealed that the overall mean score of passenger opinions regarding service innovation of low-cost airlines was at the highest level (4.31). Similarly, the overall mean score of passenger loyalty toward low-cost airlines in Thailand was also at the highest level (4.32). Hypothesis testing indicated that service innovation had a positive influence on the electronic service quality of low-cost airlines in Thailand, with a multiple regression coefficient of 0.900, accounting for 90 percent of the variance. When considering individual factors, the “family service” dimension ( = 0.210) exerted the greatest influence. Furthermore, the analysis revealed that electronic service quality significantly influenced passenger loyalty, with a multiple regression coefficient of 0.835, accounting for 83.50 percent of the variance. Among the dimensions, “efficiency” ( = 0.388) had the strongest influence, statistically significant at the .01 level.