Casual Factors of Perceived Quality of Service Quality, Satisfaction, and Loyalty towards Low-Cost Airlines’ Services in Thailand

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จุฑารัตน์ เหล่าพราหมณ์

Abstract

This research aims to 1) examine the level of perceived service quality in Low-Cost Carriers’ s passenger (LCCs) 2) examine the level of satisfaction of LCCs’ passenger 3) examine the level of loyalty of LCCs’ passenger 4) to study impact of perceived service quality and satisfaction on passenger loyalty. Population is 38,641,309 of Thai LLCs’ passenger. The sampling size is 500 which was chosen by the Rule of Thump criteria.  The respondent was selected via convenience sampling method. Empirical results via Descriptive Statistic and Structural Equation Modeling (SEM). The finding reveals that 1) overall, the level of perceived service quality is satisfied while tangible dimension has the highest mean  2) overall, passenger have a high level of satisfaction while satisfaction towards airline choice has the highest mean 3) overall, passenger agrees to be loyal to LCCs which they usually travel while intention to be a loyalist passenger has the highest mean 4) perceived service quality positively effects on passenger satisfaction and passenger satisfaction positively effects on passenger loyalty. In other words, if the level of perceived service quality is higher, satisfaction and loyalty tend to have a higher level. In addition, this research also provides guideline for improving service quality in order to gain the higher level of satisfaction and loyalty.Practical implication of the finding for LCCs’ services is discussed. Therefore, executive of LCCs who interested in strategic planning which focus on customer satisfaction may use the developed model of this research as a guideline for generating customer satisfaction and customer loyalty respectively.   

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References

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