Key Factors Affecting Thai Passengers' Selection of Low Cost Airlines

In the past few years, the global airline industry has grown dramatically, as low cost airlines have evidently gained demand and market share. In particular, low cost airlines in Thailand have increased their competitiveness rapidly and earned a significant share of the market from full service airl...

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Bibliographic Details
Published inSoochow journal of economics and business no. 98; pp. 67 - 97
Main Authors 李智明(Chih-Ming Lee), 徐雅玲(Mananya Sriworrarat)
Format Journal Article
LanguageEnglish
Published Taipei 東吳大學商學院 01.06.2019
Soochow University
Subjects
Air fares
Air transportation industry
Air travel
Aircraft
Airline industry
Airlines
Airports
Aviation
Brand loyalty
Business models
Competition
Competitive advantage
Customer services
Joint ventures
Literature reviews
Market shares
Market strategy
Marketing
Passengers
Purchase intention
Thailand
AHP
廉價航空公司
Low Cost Airline (LCA)
層級分析法
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Summary:In the past few years, the global airline industry has grown dramatically, as low cost airlines have evidently gained demand and market share. In particular, low cost airlines in Thailand have increased their competitiveness rapidly and earned a significant share of the market from full service airlines. The purpose of this study is to find the key factors affecting Thai passengers' selection of low cost airlines and use this outcome as a guideline for low cost airlines in Thailand to efficiently develop marketing strategies, in order to gain a competitive advantage and ultimately achieve passenger satisfaction. In this study, 4 dimensions and 19 factors influencing airline selection, obtained from literature review, were used. A questionnaire was designed and distributed to Thai passengers, after which the AHP methodology was utilized to obtain the relative priorities of the dimensions and factors. We find that the rank of importance of the 4 dimensions is: airline corporate, service quality, flight management, and airline aircraft. The rank of the 19 factors is: price, punctuality, safety record, reliability, responsiveness, flight availability, comfort, cleanliness, brand image, promotion and advertising, empathy, flight announcement, service supply chain, tangibles, assurance, facilities, flight compensation, alliance, and entertainment. Lastly, we provide suggestions to low cost airlines in Thailand, so that the favorable growth of these airlines can be sustained.
ISSN:0259-3769