Applying Logistic Regression Analysis to Determine the Service Quality Factors Affecting on Consumer Satisfaction Toward Low Cost Airlines in Thailand

Abstract

In recent years, Thai low cost airline market has been significantly growing. Because of the rebound of Thai economy and economic policy of government to stimulate people consumption and tourism increasing more holidays, the amount of sales in Thai low cost airlines were increased dramatically. Thailand has 3 major low cost airline providers, namely Thai Air Asia, Nok Air and Thai Lion Air. Each airline has been trying to be lower the costs and good service in order to meet consumer's need. This research studies about the service quality factors affecting on consumer satisfaction toward domestic low cost airlines in Thailand. A sample survey is conducted during December 2016 to January 2017 at DonMueang International Airport. Convenience sampling with questionnaires are used to collect data from 450 Thai passengers who ever used those low cost airlines for domestic flight to travel within 6 months ago. Data was analyzed by using multinomial logistic regression analysis at 0.10 level of significance, and the results of the study shown that four of five dimensions of service quality as assurance (safety flight), responsiveness (speed in managing the ticket, convenience in reserving the seats, carefulness in transmitting the luggage), empathy(crews are always willing to serve customers), and reliability (crews completely communicate all information to customers) were the important factors that have the impact on customer satisfaction.

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Author Information
Rangsan Nochai, King Mongkut's Institute of Technology Ladkrabang, Thailand
Titida Nochai, Assumption University, Thailand

• Category: ACSS2018

Posted by James Alexander Gordon

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