This dissertation is aiming for studying the service quality that affects Thai’s airline industry. Airline industry has become more aggressive as it has high competition, especially in Thailand. The competitors in this industry are both among the airlines that serve the same services and substitute competitors. So, researcher conducts the research to study the factors that affect customer loyalty. From secondary research, researcher found that customer satisfaction is the origin of customer loyalty. Next step, researcher studies the factors that affect customer satisfaction. There are many factors that affect satisfaction, but researcher focuses only service quality. To get better understanding, researcher reviewed the definition and other relates model of these 3 key factors in literature review part. In addition, researcher developed the theoretical framework that showing the relationships among 3 key factors. As the information in literature part is not up to date and not specific to Thai’s airline industry, researcher conducts primary research by using questionnaire survey method to prove the hypotheses and get the specific information to Thai’s airline industry. The survey is conducted online and analysed by SPSS program. Researcher found the result that which dimensions of service quality affect customer satisfaction and loyalty. Some of dimensions either affect satisfaction or loyalty, some are affect both, and some are neither. Furthermore, the research result shows that passengers who travel for different purpose perceive service quality differently. After analysing result, researcher provides some recommendations that may useful for airline industry. The recommendation came from both primary and secondary research that conducted by researcher. Lastly, researcher suggests the future study areas that may further study from this research.
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Boonsung, Supitcha
Oxford Brookes Business School
MSc Business Management
2015
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