Service Quality in Low - Cost Airlines: A Case of Ubon Ratchathani – Bangkok – Ubon Ratchathani

Abstract

The objective of this research is to investigate service quality in low cost airlines, Nok Air and Thai Air Asia on Ubon Ratchathani – Bangkok – Ubon Ratchathani route. The samples in this research were consisted of 19 ground staff from the Nok Air and Thai Air Asia, a researcher’s participant observation and in – depth interview at Ubon Ratchathani airport. Qualitative research particularly the critical incident technique was applied to measure SERVQUAL -service quality framework.

   The findings indicate high service quality in terms of reliability, empathy, and responsiveness but rather low ones in terms of assurance – wherein ground staff need to improve their English communication and information correctness, and tangibility – wherein more queuing space and sufficient facilities are required.