• Naporn Chiamkosit Business Administration Program, Dhurakij Pundit University
  • Leela Tiangsoongnern DPUIC., Dhurakij Pundit University
  • Thanida Chitnomrath Faculty of Business Administration, Dhurakij Pundit University.


Management Commitment, Service Quality, Performance of Airline Staff, Perceived Service Quality, and Low-Cost Airlines in Thailand


The research has the following objectives: 1) to study the influence of management commitment on customers’ service quality on customers’ perceived service quality of low-cost airline in Thailand, 2) to study the influence of the airline staff performance towards customers’ perceived service quality of low-cost airline in Thailand, 3) to study the relationship between management commitment on the customers’ service quality and the performance of airline staff towards the customers’ perceived service quality of low-cost airline in Thailand, 4) to study the distinction of the customers’ perceived depends on the personal factors differentiation on the service quality of low-cost airline in Thailand. The study populations are categorized into 3 groups which are separated into 2 groups of the exploratory (primary study and main study). The primary study focuses on the group of operation directors and deputy directors in 5 airlines and airline staff from 3 divisions, pilot, flight attendant and ground staff by using purposive sampling and in-depth interview by 18 samples. The main study focuses on the airline customers of 3 airlines, Thai Air Asia Co., Ltd. (Public), Nok Airlines Co., Ltd. (Public), and Orient Thai Airlines Co., Ltd by using quota sampling and questionnaire by 402 samples. The qualified questionnaire has been used as a research tool in the study, the data was analyzed by using the Descriptive statistics, Structural Equation Modeling: SEM, t-test and ANOVA.

There are 4 results from the study. First, the commitment of the management is directly affected in the positive way on the customers’ perceived service quality (H1). Customers firstly focus on the development of the safety standards, service technology systems and employees training. Second, the airline staff performance is affected in the positive way on the customers’ perceived service quality (H2). The airline customers firstly focus on the verification and service control, the customer safety of and the personality traits of the airline staff. Third, the management commitment on the customers’ service quality and the performance of airline staff is affected in the positive way on the customers’ perceived service quality of the low-cost airline customers in Thailand (H3). The management could increase the perception of the service quality of the low-cost airline customers in Thailand by supporting their services in 6 areas together, to facilitate on the service technology, safety standard, employee training, low-cost fare, research and statistic survey and route extension. Also, to improve the staff service in 5 areas, to focus more on the evaluation of the airline staff performance and service control, customer safety, personality traits of the airline staff, staff competency and communication skills, and team spirit. Furthermore, the study shows that the low-cost airline customers who have different personal factors such as age, sex, education level, occupation, and monthly income, the objective of travel and previous experience in flying has a different level of the perceived service quality (H4) for example on the previous experience in flying. Generally, the study presents a model of the quality service development for the low-cost airlines in Thailand which including of 7 dimensions, the reliability of the airline, the tangibility while traveling with the airline, customer responsiveness from the airline, assurance creation from the airline staff, the empathy of the flight attendant, the management commitment on customers’ service quality and the performance of airline staff.


Download data is not yet available.


ชิตพงษ์ อัยสานนท์, ครูผู้สอนและผู้จัดการพนักงานต้อนรับบนเครื่องบิน In-Flight Manager and Instructor, สัมภาษณ์,19 เมษายน 2554.

สำนักงานคณะกรรมการพัฒนาการเศรษฐกิจและสังคมแห่งชาติ สำนักนายกรัฐมนตรี (2553). ผลิตภัณฑ์มวลรวมประชาชาติ (GDP) แยกตามภาคการผลิต. สืบค้นเมื่อ 16 กันยายน 2553, จาก

Ahmed, I. &Parasuraman, A. (1994). Environmental and positioned antecedents of management commitment to service quality: A conceptual framework. In T.ASwarts, D.E. Bowen, and S.W. Brown (Eds.).Advance in services marketing and management,Greenwich. CT: JAI. 69-93.

Au, N. (2002). A critical review of end-user information system satisfaction research and a new research framework, Omega, 30, 451–478.

Babakus, E., Yavas, U., Karatepe, O., & Avci, T. (2003). The effect of management commitment to service quality on employees’ affective and performance outcomes. Journal of the Academy of Marketing Science, 20,1–15.

Bandura, A. (1986). Social foundations of thought and action. Englewood Cliffs, NJ: Prentice-Hall.

Bitner, M.J., Booms, B.H. & Tetreault, M.S. (1990,January). The Service Encounter: Diagnosing Favorable and Unfavorable Incidents. journal of Marketing,54, 71-84.

Bolton, R.N. & Drew, J.H. (1991). A multistage model of customers’ assessments of service quality and value. Journal of Consumer Research,17, 375-84.

Bowen, D.E. & Waldman, D.A. (1999). Customer-driven employee performance. In D. A. Ilgen & E. D. Pulakos (Eds.). The changing nature of performance, 154–191.

Brown, S.W. & Swartz, T.A. (1989). A gap analysis of professional service quality. Journal of Marketing, 53, 92-98.

Celsi, R. L. & Olson, J. C. (1988). The Role of Involvement in Attention and Comprehension Processes. The Journal of Consumer Research, 15, 210-224.

Chebat, J.C., Babin, B. & Kollias, P. (2002). What makes contact employees perform? Reactions to employee perceptions of managerial practices. Journal of Bank Marketing, 20, 325-332.

Crompton, J., & Love, L. (1995).The Predictive Validity of Alternative Approaches to Evaluating Quality of a Festival. Journal of Travel Research, 34,11-24.

Cronin, J. J. & Taylor, S.A. (1992).Measuring service quality: a reexamination and extension. Journal of Marketing, 56, 55-68.

Crosby, L.A. & Stephen, N.J. (1987). Effects of relationship marketing on satisfaction, retention and prices in the insurance industry. Journal of Marketing Research, 24, 404–411.

Clifford, Y.E., Cunningham, L.F. & Moonkyu, L. (2000). Assessing Service Quality As An Effective Management Tool: The Case Of The Airline Industry. Journal of Marketing, Theory and Practice.76-96.

Dabholkar, P.A. (2000). Technology in service delivery: Implications for self-service andservice support. In Swartz T.A., & Iacobucci D., (Eds.). Handbook of services marketingand management. 103–110.

Dawkins, P. & Reichheld, F. (1990). Customer retention as a competitive weapon. Directors and Boards. 14.

Gray, P.H., & Meister, D.B. (2004). Knowledge sourcing effectiveness. Management Science, 50(6),821–834.

Griffin, A., & Hauser, R. (1992). Patterns of communication among marketing, engineering, and manufacturing: A comparison between two new product teams. Management Science, 38(3),360–373.

Hair, J.F. Jr., Black, W.C., Babin, B. J. Anderson, R. E. & Tatham, R. L. (2006). Multivariate data analysis. (6th ed.) New Jersey: Prentice Hall.

Hart, C.W.L., Heskett, J.L., & Sasser. W.E., Jr. (1990). The profitable art of service recovery. Harvard Business Review, 68, 148–156.

Hennig-Thurau, T. & Thurau, C. (2003). Customer orientation of service employees: Toward a conceptual framework of a key relationship marketing construct. Journal of Relationship Marketing, 2, 23-41.

Heskett, J., Sasser, T. & Schlesinger, L. (1997). The service profit chain: How leadingcompanies link profit and growth to loyalty, satisfaction, and value. New York: Free Press.

Hockey, G.R.J. (1993).Cognitive-Energetical Control Mechanistns in the Management of Work Demands and Psychological Health. Attention: Selection, awareness, and control. 328- 345.

Hudson, S. & Miller, G.A. (2004).The Measurement of Service Quality in the UK Tour Operating Sector: A Methodological Comparison. Journal of Travel Research, 42,305-312.

Jenkins, M. & Thomlinson, R.P.(1992) Organisational Commitment and Job Satisfaction as Predictors of Employee Turnover Intentions Management Research News. 15 (10),18 - 22

Jöreskog, K.G. & Sörbom, D. (2006). LISREL 8.80 for Windows [Computer Software]. Lincolnwood, IL: Scientific Software International, Inc.

Joshi, A.W., & Sharma, S. (2004). Customer knowledge development: Antecedents and impact on new product performance. Journal of Marketing, 68(4),47–59.

Kattara, H.S., Weheba,D. & El-Said, A.O. (2008). The impact of employee behavior on customers’ service quality perceptions and overall satisfaction. Tourism and Hospitality Research, 309–323.

Kotler, P. & Armstrong, G. (2010).Principles of Marketing. (13th ed.). Boston: Pearson Education, Inc.

Liao, H. & Chuang, A. (2004).A multilevel investigation of factors influencing employeeservice performance and customer outcomes. Academy of Management Journal, 47, 41–58.

Lytle, R.S., Hom, P.W. & Mowka, M.P. (1998). SERQUAL: Managerial measures oforganizational service orientation. Journal of Retailing, 74, 1–15.

Lytle, R.S. & Timmerman, J.E. (2006).Service orientation and performance: An organizational perspective. Journal of Services Marketing, 20, 136–147.

Mehran, N. & Mostafa, N. (2008). Ranking airlines’ service quality factors using a fuzzy approach: study of the Iranian society. International Journal of Quality & Reliability Management, 26, 247-260.

Morash, W.A. & Ozment, J. (1994).Toward management of transportation service quality. Logistics and Transportation Review, 30, 115-140.

Natalisa, D. & Subroto,B. (2004).Effect of Management Commitment on Service Quality to Increase Customer Satisfaction of Domestic Airlines in Indonesia. Singapore Management Review, 25, 343-361.

Osman, M. K. & Georgiana, K.(2012).The effect of management commitment to service quality on job embeddedness and performance outcomes. Journal of Business Economics and Management,13-4.

Ostrowski, P.L., O’Brien, T.V., & Gordon, G.L. (1993).Service quality and customer loyalty in the commercial airline industry. Journal of Travel Research, 32, 16-24.

Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1985). A Conceptual Model of Service Quality and its Implications for Future Research. Journal of Marketing, 49, 41-50.

Parasuraman, A., Zeithaml, V.A .& Berry, L.L. (1988). SERVQUAL: A multiple item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64, 14 – 40.

Parasuraman, A., & Grewal, D. (2000). The impact of technology on the qualityvalue-loyalty chain: A research agenda. Journal of the Academy of Marketing Science, 168–174.

Sanjay, K. J. & Kavita, S. (2002). Relevance of Personal Factors as Antecedents of Consumer Involvement: An Exploration.The Journal of Business Perspective, 6, 13

Schneider, B. & Bowen, D.E. (1985). Employee and customer perceptions of service in banks: Replication and extension. Journal of Applied Psychology, 70,423-433.

Schneider, B., Ehrhart, M., Mayer, D., Saltz, J. & Niles-Jolly, K. (2005). Understandingorganization–customer links in service settings. Academy of Management Journal, 48, 1017–1032.

Sexton, J.B., Helmreich, R.L., Neilands, T.B., Rowan, K., Vella, K., Boyden, J., Roberts, PR., & Thomas, E.J. (2006). The Safety Attitudes Questionnaire: Psychometric Properties, Benchmarking Data, and Emerging Research. BMC Health Services Research, 6, 44.

Steenkamp, J. & Meulenberg, M. (1985). Quality perception of food products. Proceedings of the 14th Annual Conference of the European Marketing Academy, Bielefeld. 346-366.

Taylor, S.A. & Baker, T.L. (1994). An Assessment of the RelationshipBetween Service Quality and Customer Satisfaction in the Formation of Consumers’ Purchase Intentions. Journal of Retailing, 70, 163-178.

Wrzesniewski, A., & Dutton, J.E. (2001). Crafting a job: Revisioning employees as active crafters of their work. Academy of Management Review, 26, 179-20 L.

Yamane, T. (1973).Statistics: an introductory analysis. New York: Harper & Row.

Yavas, U., Karatepe, O.M., Avci, T., & Tekinkus, M. (2003).Antecedents and outcomes of service recovery performance: An empirical study of frontline employees in Turkish banks. International Journal ofBank Marketing, 21, 255–265.

Yu, C.H. & Huang, G.L. (2006). A Study of Service Quality, Customer Satisfaction and Loyalty in Taiwanese Leisure Industry. The Journal of American Academy of Business, 9, 187-195.

Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of consumer research, 12, 341-352.

Zeithaml, V.A. & Bitner, M.J. (1996). Services Marketing, international edition, McGrawHill, New York, NY and London.

Zohar, D., & Luria, G. (2005). A Multilevel Model of Safety Climate: Cross Level Relationships Between Organization and Group-Level Climates. Journal of Applied Psychology, 90, 616-628.



How to Cite




Research Articles