INFLUENCE OF MANAGEMENT COMMITMENT AND PERFORMANCE OF AIRLINE STAFF ON PERCEIVED SERVICE QUALITY OF LOW-COST AIRLINES’ CUSTOMERS IN THAILAND

Authors

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

Keywords:

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

Abstract

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.

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Published

2020-07-14

How to Cite

Chiamkosit, N., Tiangsoongnern, L., & Chitnomrath, T. (2020). INFLUENCE OF MANAGEMENT COMMITMENT AND PERFORMANCE OF AIRLINE STAFF ON PERCEIVED SERVICE QUALITY OF LOW-COST AIRLINES’ CUSTOMERS IN THAILAND. Suthiparithat, 28(88), 145–169. Retrieved from https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal/article/view/244784

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Research Articles