Perceived Quality of Service Expectations for Airlines to Travel to Koh Samui After COVID From China Perspective
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Abstract
This article aimed to study (1) the perceived service quality, expectations toward airlines, and decision-making in choosing airline services to travel to Koh Samui after the COVID-19 pandemic from the perspective of Chinese tourists, and (2) the relationship between perceived service quality, expectations, and the decision to use airline services. The sample was 323 Chinese tourists who had previously visited Thailand and were familiar with Koh Samui. They were selected by stratified random sampling. The instrument for collecting data was a rating scale questionnaire. Analysis data by descriptive statistics and structural equation modeling (SEM).
The research results were found as follows (1) Chinese tourists showed a high level of perceived service quality, expectations, and decision-making, especially in terms of assurance, reliability, and staff responsiveness. (2) Perceived service quality had a positive influence on both expectations and decision-making. Expectations also had a positive influence on decision-making. (3) The SEM model showed a good fit with empirical data (χ²/df = 2.397, RMSEA = 0.059, CFI = 0.95, GFI = 0.90), supporting the hypothesized relationships.
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