Service Quality Affecting the Decision-making to Use Domestic Low-Cost Airlines: A Case Study of AirAsia at Nakhon Phanom Airport
Article Sidebar
Main Article Content
Abstract
This research aimed to investigate personal information, the service quality of low-cost airlines, and the decision-making process for using such airlines, as well as to examine the relationship between service quality and the decision-making to use low-cost airlines: AirAsia at Nakhon Phanom Airport. The study adopted a quantitative research approach utilizing a questionnaire as a research tool for data collection. The sample comprised 400 passengers who used domestic low-cost airline services provided by AirAsia at Nakhon Phanom Airport using a simple random sampling method. Data was analyzed using statistical software to calculate the mean (), standard deviation (S.D.), and Pearson’s Correlation to evaluate the relationships. The research findings revealed that the majority of passengers using domestic low-cost airline services at Nakhon Phanom Airport were female, aged 20–30 years, held a bachelor’s degree, were self-employed or engaged in trade, and had an average monthly income of 20,001–25,000 THB. They attributed high importance to overall service quality, reflected in a mean score of 4.05. The decision-making to use low-cost airlines overall was at a high level, with a mean score of 3.96, and 2) service quality demonstrated a moderate correlation with passengers' decision-making in choosing low-cost airlines. The reliability aspect has a high level of relationship, while the tangible aspect has a very low level of relationship.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Bank of Ayudhya. (2024). Air Transport Business Outlook 2024-2026. Retrieved January 2024, from https:// www.krungsri.com/th/research/industry/industry-outlook/logistics/air-transport/io/air-transport-2024-2026
Bitner, M. J. & Hubbert, A. R. (1994). Encounter satisfaction versus overall satisfaction versus quality: The customer’s voice. Sage. https://doi.org/10.4135/9781452229102.n3
Bowarakitsuthim, P. (2020). Evaluation of service quality of international airports in Thailand. Journal of Logistics Management, 6(1), 55-70.
Chou, C.-C., Lu, C.-S. & Chang, Y.-H. (2020). Evaluating service quality in international air passenger transport using SERVQUAL model. Transport Policy, 89, 22-29. https://doi.org/10.1016/j.tranpol.2020.01.005.
Civil Aviation Authority of Thailand. (2023). AirAsia's market development in domestic low-cost airlines. Retrieved January 2024, from https://www.caat.or.th
Civil Aviation Training Center. (2022). The Role of Nakhon Phanom Airport in the Northeastern Transportation System. Civil Aviation Training Center.
Economic and Business Research Center EIC, Siam Commercial Bank. (2020). The Impact of COVID-19 on the Thai Aviation Industry. Retrieved January 2024, from https://www.scbeic.com/th/detail/file/product /6791/fmw3pbff3b/EIC-Note_airline_20200427.pdf
Engel, J. F., Blackwell, R. D. & Miniard, P. W. (1995). Consumer behavior (8th ed.). Dryden Press.
Heskett, J. L., Sasser, W. E., & Schlesinger, L. A. (1994). The service profit chain: How leading companies link profit and growth to loyalty, satisfaction, and value. Free Press. https://doi.org/10.1509/jm.15.0395
International Air Transport Association. (2021). The importance of low-cost carriers in global air travel. Retrieved January 2024, from https://www.iata.org.
Kantadet, P. (2020). Service quality affecting customer loyalty: A case study of low-cost airlines (Unpublished Master's thesis). Maejo University, Chiang Mai, Thailand.
Kaur, H. & Sharma, R. (2019). Service quality models in aviation: A review of literature. Journal of Service Marketing, 33(5), 378-395. https://doi.org/10.1108/JSM-03-2018-0109
Ketsing, W. (2015). Statistics used in research. Research Division, Srinakharinwirot University.
Kotler, P. (2000). Marketing Management: Millennium Edition (10th ed.). Prentice Hall.
Kotler, P. (2017). Marketing Management (15th ed.). Pearson Education.
Kotler, P. & Armstrong, G. (2012). Marketing management: The millennium (14th ed.). Prentice Hall.
Kookkaew, P. & Subsongserm, T. (2021). Factors Affecting the Decision Makingin Choosing the Service of Financial Transaction of customers of Thailand Post Co., Ltd. Case Study Don Chedi Post Office, Suphanburi Province. Journal of Humanities and Social Sciences, Rajapruek University, 7(3), 210-224. https://so03.tci-thaijo.org/index.php/rpu/article/view/257351/171543
Lee, K. & Park, J. (2019). Empathy and passenger loyalty in low-cost carriers. International Journal of Aviation Management, 45(1), 67-80. https://doi.org/10.1504/IJAM.2019.100206
Lovelock, C. H. & Wirtz, J. (2006). Services Marketing: People, Technology, Strategy (6th ed.). Pearson Prentice Hall.
Moody, P. (1983). Decision making: Proven methods for better decisions. McGraw-Hill.
Newsroom AirAsia. (2022). AirAsia Business Outlook: Recovery and Growth Opportunities in 2023. Retrieved January 2024, from https://newsroom.airasia.com/news/thai-airasia-outlook-is-continued-recovery-in-2023-with-positive-signs-internationally-th
Office of Transport and Traffic Policy and Planning. (2018). Report on the Aviation and Logistics Industry of Thailand. Retrieved January 2024, from https://www.ipthailand.go.th/images/3534/web_01052018/ Report_CHU/10_Aviation_and_Logistics- revised_19-12-60_CHU.pdf
Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40. https://www.researchgate. net/publication/200827786_SERVQUAL_A_Multiple-item_Scale_for_Measuring_Consumer_Perceptions_ of_Service_Quality
Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1990). Delivering quality service: Balancing customer perceptions and expectations. A Division of Macmillan Inc.
Samojai, C. (2007). Consumer behavior. SE-Education.
Serirat, S. (2007). Service marketing. Chulalongkorn University Press.
Sinlapacharu, T. (2012). Research and statistical data analysis with SPSS and AMOS. Business R&D Publishing.
Srisuk, K. (2009). Research methodology. Krongchang Press.
Srisuk, P. (2020). Service quality of low-cost airlines for Chinese tourists (Unpublished Master’s thesis). Maejo University, Chiang Mai, Thailand.
Suebsamran, C. (2020). Factors of service quality affecting the intention to repurchase low-cost airlines (Unpublished Independent study). Ramkhamhaeng University, Bangkok, Thailand.
Sukcharoen, W. (2016). Service quality management in aviation business. Chulalongkorn University Press.
Tabee, N. (2022). Factors influencing passenger satisfaction with low-cost airlines in Thailand. Journal of Business Management, 12(1), 99-112.
Tangprasert, P. (2020). An analysis of passenger expectations and perceived service quality in Thai airlines. Marketing Research Journal, 8(2), 75-88.
Thai AirAsia. (2023). AirAsia Continues Growth First half passengers hit 9.2 million, targeting 2023 at 20 million. Retrieved January 2024, from https://workpointtoday.com/thaiairasia-h1-2023/
Thayanuwat, W. (2020). Service quality affecting the decision to use domestic low-cost airlines: A case study of Nok Air (Unpublished Master’s thesis). Srinakharinwirot University, Bangkok, Thailand.
Wanishbancha, K. (2001). Statistical analysis: Statistics for decision making. Chulalongkorn University Press.
Yamane, T. (1973). Statistics: An introductory analysis (3rd ed.). Harper & Row.