A STUDY OF PERCEIVED VALUE AFFECTING THE LOYALTY OF LOW-COST AIRLINEES AMONG THAI PASSENGERS
Keywords:
Perceived Value, Loyalty, Low Cost AirlineAbstract
This quantitative research aimed to study the perceived value affecting the loyalty of low-cost airlines among Thai passengers. The data, gained by a questionnaire, were collected from 400 passengers who traveled with low-cost airline carriers to domestic destinations and were selected by a purposive sampling. Afterwards, data were analyzed by mean, standard deviations, and multiple regression analysis using the Stepwise method. The result revealed that quality value, monetary value, behavioral intentions value, and reputation value affected the loyalty of low-cost airlines among Thai passengers. Consequently, emotional value showed no effect on the loyalty of low-cost airlines among Thai passengers at the statistical significance level of .05.
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