Date Log
Submitted
24 January 2023
Accepted
8 February 2023
Published
19 February 2023
What Do We Choose to Fly with Low-Cost Airlines: Thais’ Passenger Perspective
Corresponding Author(s) : Kannapat Kankaew
Jurnal Minds: Manajemen Ide dan Inspirasi,
Vol. 10 No. 1 (2023): June
Abstract
Generally, the price mechanism is the primary factor attracting customer choosing to fly. However, the other service components could not be neglected especially punctuality and service quality. This study aims to investigate the service components that enhance passenger return intention using of three low-cost airlines operating in Don Mueang International Airport (DMK), Thailand. The quantitative approach was employed by f-test to compare three airlines’ service components. Thereafter, the structural equation modelling was tested for the causal relation of the factors affecting passengers’ choice. The questionnaires were distributed to 1200 passengers who experienced flying with low-cost airlines. The results disclosed that there were differences among airlines namely; reliability, assurance, and the quality of products and services. Whereas, the most significant of passengers’ choices were reliability, assurance, and empathy.
Keywords
Low-Cost Airlines
Passengers’ Choice
Service Components
Service Quality
Thailand
Reginio, M. ., & Kankaew, K. (2023). What Do We Choose to Fly with Low-Cost Airlines: Thais’ Passenger Perspective . Jurnal Minds: Manajemen Ide Dan Inspirasi, 10(1), 73–84. https://doi.org/10.24252/minds.v10i1.35520
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References
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Bowen, B. D., Headley, D. E., & Lutte, R. K. (1993). The Airline Quality Rating: Developing an Industry Standard. Journal of Aviation/Aerospace Education & Research, 4(1). https://doi.org/10.15394/jaaer.1993.1117
Colin, C. L. (2018). A Practical Guide to Airline Customer Service. Irvine: BrownWalker Press.
Davahran, N., & Yazdanifard, R. (2014). The Importance of Managing Customer Service, Safety Quality and Benchmarking of Airports and Airlines to Enhance the Performance and Customer Loyalty. Global Journal of Management and Business Research: E Marketing, 14(4), 1-8.
Demirbag, S. K., & Demirbag, O. (2017). Modeling Service Quality, Customer Satisfaction and Behavior Intentions in Airline Industry: A SEM Approach. The Journal of International Scienctific Researches, 2(6), 11-29.https://doi.org/10.23834/isrjournal.341694
Farooq, S. M., Salam, M., Fayolle, A., Jaafar, N., & Ayupp, K. (2018). Impact of Service Quality on Customer Satisfaction in Malaysia Airlines: A PLS-SEM Approach. Journal of Air Transport Management, 67, 169-180.https://doi.org/10.1016/j.jairtraman.2017.12.008
Harun, A., Ashraff, S. N. M., Martin, D., Jusoh, N. A. Q., & Rashid, K. U. (2018). The Influence of Service Branding Perception on Customer Satisfaction of Low-Cost Airlines: Air Asia and Malindo Air. Journal of Technology Management and Business, 5(3), 65-83. https://doi.org/10.30880/jtmb.2018.05.03.008
Huang, Y. K. (2010). The Effect of Airline Service Quality on Passengers’ Behaviour Intentions Using SERQUAL Scores: A Taiwan Case Study. Journal of the Eastern Asia Society for Transportation Studies, 8, 2330-2343.
IATA. (2010). Airline Customer Services. Montreal: IATA Training & Development Institute.
IATA. (2015). Passenger Ground Services. Montreal: IATA Training & Development Institute.
Kankaew, K. (Ed.). (2022). Global Air Transport Management and Reshaping Business Models for the New Era. Hershey: IGI Global Publishing. https://doi.org/10.4018/978-1-6684-4615-7
Kim, Y. K., & Lee, H. R. (2011). Customer Satisfaction Using Low-Cost Carriers. Tourism Management, 32(2), 235-243. https://doi.org/10.1016/j.tourman.2009.12.008
Khuong, M. N., & Uyen, L. T. M. (2014). The Factors Affecting Vietnam Airlines Service Quality and Passenger Satisfaction-A Mediation Analysis of Service Quality. International Journal of Innovation, Management and Technology, 5(5), 327-333. https://doi.org/10.7763/IJIMT.2014.V5.535
Munoz, C., Laniado, H., & Cordoba, J. (2019). Modeling Air Travelers’ Expereince Based on Service Quality Stages Related to Airline and Airports. Modern Applied Science, 13(11), 37-53. https://doi.org/10.5539/mas.v13n11p37
Suki, M. N. (2014). Passenger Satisfaction with Airline Service Quality in Malaysia: A Structural Equation Modeling Approach. Research in Transportation Business and Management, 10, 26-32. https://doi.org/10.1016/j.rtbm.2014.04.001
Timm, R. P. (2011). Customer Service (5th ed.). Singapore: Prentice Hall.
Vuthisopon, S., & Srinuan, C. (2017). Low-Cost Carrier Passenger Repurchase Intention: A Structural Equation Model Analysis. Asia-Pacific Social Science Review, 17(2), 249-266.
Wirtz, J., & Lovelock, C. (2016). Services Marketing (8th ed.). Singapore: World Scientific.
Worasuwannarak, B., & Kankaew, K. (2022). The Image Value of Southeast Asia Airlines: A Study of Attribute that Led to Image Value of Choosing Southeast Asia Airlines by Mean-End Theory Approach. In Kankaew, K. (Ed.). Global Air Transport Management and Reshaping Business Models for the New Era. Hershey: IGI Global Publishing. https://doi.org/10.4018/978-1-6684-4615-7.ch009
Yunus, N. S. N. M., Bojei, J., Rashid, W. E. W. (2013). Service Quality Towards Customer Loyalty in Malaysia Domestic Low-Cost Airline Services. International Journal of e-Education, e-Business, e-Management and e-Learning, 3(4), 333-336.
Zeithaml, A. V., Bitner, J. M., & Gremler, D. D. (2018). Services Marketing (7th ed.). Singapore: McGraw-Hill.
References
Bowen, B. D., Headley, D. E., & Lutte, R. K. (1993). The Airline Quality Rating: Developing an Industry Standard. Journal of Aviation/Aerospace Education & Research, 4(1). https://doi.org/10.15394/jaaer.1993.1117
Colin, C. L. (2018). A Practical Guide to Airline Customer Service. Irvine: BrownWalker Press.
Davahran, N., & Yazdanifard, R. (2014). The Importance of Managing Customer Service, Safety Quality and Benchmarking of Airports and Airlines to Enhance the Performance and Customer Loyalty. Global Journal of Management and Business Research: E Marketing, 14(4), 1-8.
Demirbag, S. K., & Demirbag, O. (2017). Modeling Service Quality, Customer Satisfaction and Behavior Intentions in Airline Industry: A SEM Approach. The Journal of International Scienctific Researches, 2(6), 11-29.https://doi.org/10.23834/isrjournal.341694
Farooq, S. M., Salam, M., Fayolle, A., Jaafar, N., & Ayupp, K. (2018). Impact of Service Quality on Customer Satisfaction in Malaysia Airlines: A PLS-SEM Approach. Journal of Air Transport Management, 67, 169-180.https://doi.org/10.1016/j.jairtraman.2017.12.008
Harun, A., Ashraff, S. N. M., Martin, D., Jusoh, N. A. Q., & Rashid, K. U. (2018). The Influence of Service Branding Perception on Customer Satisfaction of Low-Cost Airlines: Air Asia and Malindo Air. Journal of Technology Management and Business, 5(3), 65-83. https://doi.org/10.30880/jtmb.2018.05.03.008
Huang, Y. K. (2010). The Effect of Airline Service Quality on Passengers’ Behaviour Intentions Using SERQUAL Scores: A Taiwan Case Study. Journal of the Eastern Asia Society for Transportation Studies, 8, 2330-2343.
IATA. (2010). Airline Customer Services. Montreal: IATA Training & Development Institute.
IATA. (2015). Passenger Ground Services. Montreal: IATA Training & Development Institute.
Kankaew, K. (Ed.). (2022). Global Air Transport Management and Reshaping Business Models for the New Era. Hershey: IGI Global Publishing. https://doi.org/10.4018/978-1-6684-4615-7
Kim, Y. K., & Lee, H. R. (2011). Customer Satisfaction Using Low-Cost Carriers. Tourism Management, 32(2), 235-243. https://doi.org/10.1016/j.tourman.2009.12.008
Khuong, M. N., & Uyen, L. T. M. (2014). The Factors Affecting Vietnam Airlines Service Quality and Passenger Satisfaction-A Mediation Analysis of Service Quality. International Journal of Innovation, Management and Technology, 5(5), 327-333. https://doi.org/10.7763/IJIMT.2014.V5.535
Munoz, C., Laniado, H., & Cordoba, J. (2019). Modeling Air Travelers’ Expereince Based on Service Quality Stages Related to Airline and Airports. Modern Applied Science, 13(11), 37-53. https://doi.org/10.5539/mas.v13n11p37
Suki, M. N. (2014). Passenger Satisfaction with Airline Service Quality in Malaysia: A Structural Equation Modeling Approach. Research in Transportation Business and Management, 10, 26-32. https://doi.org/10.1016/j.rtbm.2014.04.001
Timm, R. P. (2011). Customer Service (5th ed.). Singapore: Prentice Hall.
Vuthisopon, S., & Srinuan, C. (2017). Low-Cost Carrier Passenger Repurchase Intention: A Structural Equation Model Analysis. Asia-Pacific Social Science Review, 17(2), 249-266.
Wirtz, J., & Lovelock, C. (2016). Services Marketing (8th ed.). Singapore: World Scientific.
Worasuwannarak, B., & Kankaew, K. (2022). The Image Value of Southeast Asia Airlines: A Study of Attribute that Led to Image Value of Choosing Southeast Asia Airlines by Mean-End Theory Approach. In Kankaew, K. (Ed.). Global Air Transport Management and Reshaping Business Models for the New Era. Hershey: IGI Global Publishing. https://doi.org/10.4018/978-1-6684-4615-7.ch009
Yunus, N. S. N. M., Bojei, J., Rashid, W. E. W. (2013). Service Quality Towards Customer Loyalty in Malaysia Domestic Low-Cost Airline Services. International Journal of e-Education, e-Business, e-Management and e-Learning, 3(4), 333-336.
Zeithaml, A. V., Bitner, J. M., & Gremler, D. D. (2018). Services Marketing (7th ed.). Singapore: McGraw-Hill.
Colin, C. L. (2018). A Practical Guide to Airline Customer Service. Irvine: BrownWalker Press.
Davahran, N., & Yazdanifard, R. (2014). The Importance of Managing Customer Service, Safety Quality and Benchmarking of Airports and Airlines to Enhance the Performance and Customer Loyalty. Global Journal of Management and Business Research: E Marketing, 14(4), 1-8.
Demirbag, S. K., & Demirbag, O. (2017). Modeling Service Quality, Customer Satisfaction and Behavior Intentions in Airline Industry: A SEM Approach. The Journal of International Scienctific Researches, 2(6), 11-29.https://doi.org/10.23834/isrjournal.341694
Farooq, S. M., Salam, M., Fayolle, A., Jaafar, N., & Ayupp, K. (2018). Impact of Service Quality on Customer Satisfaction in Malaysia Airlines: A PLS-SEM Approach. Journal of Air Transport Management, 67, 169-180.https://doi.org/10.1016/j.jairtraman.2017.12.008
Harun, A., Ashraff, S. N. M., Martin, D., Jusoh, N. A. Q., & Rashid, K. U. (2018). The Influence of Service Branding Perception on Customer Satisfaction of Low-Cost Airlines: Air Asia and Malindo Air. Journal of Technology Management and Business, 5(3), 65-83. https://doi.org/10.30880/jtmb.2018.05.03.008
Huang, Y. K. (2010). The Effect of Airline Service Quality on Passengers’ Behaviour Intentions Using SERQUAL Scores: A Taiwan Case Study. Journal of the Eastern Asia Society for Transportation Studies, 8, 2330-2343.
IATA. (2010). Airline Customer Services. Montreal: IATA Training & Development Institute.
IATA. (2015). Passenger Ground Services. Montreal: IATA Training & Development Institute.
Kankaew, K. (Ed.). (2022). Global Air Transport Management and Reshaping Business Models for the New Era. Hershey: IGI Global Publishing. https://doi.org/10.4018/978-1-6684-4615-7
Kim, Y. K., & Lee, H. R. (2011). Customer Satisfaction Using Low-Cost Carriers. Tourism Management, 32(2), 235-243. https://doi.org/10.1016/j.tourman.2009.12.008
Khuong, M. N., & Uyen, L. T. M. (2014). The Factors Affecting Vietnam Airlines Service Quality and Passenger Satisfaction-A Mediation Analysis of Service Quality. International Journal of Innovation, Management and Technology, 5(5), 327-333. https://doi.org/10.7763/IJIMT.2014.V5.535
Munoz, C., Laniado, H., & Cordoba, J. (2019). Modeling Air Travelers’ Expereince Based on Service Quality Stages Related to Airline and Airports. Modern Applied Science, 13(11), 37-53. https://doi.org/10.5539/mas.v13n11p37
Suki, M. N. (2014). Passenger Satisfaction with Airline Service Quality in Malaysia: A Structural Equation Modeling Approach. Research in Transportation Business and Management, 10, 26-32. https://doi.org/10.1016/j.rtbm.2014.04.001
Timm, R. P. (2011). Customer Service (5th ed.). Singapore: Prentice Hall.
Vuthisopon, S., & Srinuan, C. (2017). Low-Cost Carrier Passenger Repurchase Intention: A Structural Equation Model Analysis. Asia-Pacific Social Science Review, 17(2), 249-266.
Wirtz, J., & Lovelock, C. (2016). Services Marketing (8th ed.). Singapore: World Scientific.
Worasuwannarak, B., & Kankaew, K. (2022). The Image Value of Southeast Asia Airlines: A Study of Attribute that Led to Image Value of Choosing Southeast Asia Airlines by Mean-End Theory Approach. In Kankaew, K. (Ed.). Global Air Transport Management and Reshaping Business Models for the New Era. Hershey: IGI Global Publishing. https://doi.org/10.4018/978-1-6684-4615-7.ch009
Yunus, N. S. N. M., Bojei, J., Rashid, W. E. W. (2013). Service Quality Towards Customer Loyalty in Malaysia Domestic Low-Cost Airline Services. International Journal of e-Education, e-Business, e-Management and e-Learning, 3(4), 333-336.
Zeithaml, A. V., Bitner, J. M., & Gremler, D. D. (2018). Services Marketing (7th ed.). Singapore: McGraw-Hill.