FACTORS AFFECTING CUSTOMERS’ SATISFACTION TOWARD USAGE OF SELF-CHECK-IN KIOS OF THAI AIRASIA AIRLINE
Keywords:
Service Quality, Customer Satisfaction, Self-Check-In Kios, Thai AirAsia AirlineAbstract
The research titled “Factors Affecting Customers’ Satisfaction toward Usage of Self-Check-In Kios of Thai AirAsia Airline” is quantitative research which aimed at 1) studying demographical factors, service quality and customer satisfaction toward usage of self-check-in kios of Thai Airasia Airline; 2) comparing customer satisfaction toward usage of self-check-in kios of Thai Airasia Airline by demographical factors and 3) studying the effect of service quality on customer satisfaction toward usage of self-check-in kios of Thai Airasia Airline. Population was Thai Airasia customers who used self-check-in kios. A survey questionnaire was employed with convenience sampling method to collect data for 300 samples. Data analysis was based on descriptive statistics including frequency, percentage, mean and standard deviation; and inferential statistics including stepwise multiple linear regression at the significant level of .05.
The results indicated that customer with different gender, age, career, education level, monthly income and travel had different satisfaction in using self-check-in kios. For multiple regression analysis with stepwise method, the result indicated that empathy (β = .494), reliability (β = .239) and assurance (β = .156) had an effect on influence on customer satisfaction at the statistically significant level as of 0.05.
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