CUSTOMER SATISFACTION AND CUSTOMER LOYALTY TOWARD LOW-COST AIRLINES IN THAILAND THROUGH SERVICE QUALITY AND AIRLINE IMAGE
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Abstract
This research studied customer loyalty and customer satisfaction through three variables, namely service quality, airline pricing, and airline image. The study aimed to 1) examine the influence of service quality on customer satisfaction leading to customer loyalty, 2) examine the influence of airline pricing on customer satisfaction leading to customer loyalty, and 3) examine the influence of airline image on customer satisfaction leading to customer loyalty toward low-cost airlines in Thailand. The sample group of this research consisted of 466 customers who had an experience of using low-cost airline services in Thailand at least once by responding the questionnaire. The route taken by these passengers included: international flights departing from Thailand, international flights arriving in Thailand, and domestic flights within the country. The results indicated that service quality and airline images had a significant positive effect on customer satisfaction and customer loyalty. Customers will be satisfied and become loyal customers when they receive good service, and the airline has a good image in the customer’s mind. However, airline pricing was found to have no significant effect on customer satisfaction or loyalty. This might be because low-cost airline customers understand that the low-cost airline ticket is cheaper than a normal full-service airline and therefore do not expect luxury service. Nevertheless, reasonable and efficient service must be performed and served the customer; otherwise, this could cause problems and may lead to customer dissatisfaction.
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