The Development of Service Quality Indicators for the Airline Business in Thailand

Abstract

          The research article “The Development of Service Quality Indicators for the Airline Business in Thailand” aimed to 1) explore the indicators of airline service quality from Thailand and international contexts; 2) compare the indicators of airline service quality from Thailand and international contexts; and 3) analyze and determine the appropriate indicators of airline service quality in Thailand. It is a qualitative research that collected data from online databases (TCI, Google Scholar, Scopus) and used content analysis and descriptive statistics to analyze the data.

           The study found that most Thai scholars often employed an original SERVQUAL model to measure service quality for full service และ low-cost airlines. Whereas, international scholars employed modified models to measure service quality of international airlines. However, this study has analyzed and determined the appropriate indicators of airline service quality in Thailand, which consisted of 7 elements (indicators): reliability, empathy, assurance, responsiveness, tangible, communication, and outcome quality. The study is expected to provide knowledge and benefits for academic community and airline practitioners.