DOES BRAND ATTITUDE MEDIATE THE EFFECTS OF PERCEIVED SERVICE QUALITY ON CUSTOMER LOYALTY? AN EMPIRICAL STUDY OF LOW-COST CARRIERS IN THAILAND
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บทคัดย่อ
As the growth of the low-cost airline market has been rapidly increased, low-cost carriers (LCCs) have to compete with each other to gain a higher share in the market. LCCs need to build customer loyalty by offering excellent service quality and creating a good attitude toward its brand. This study explores the factors affecting customer loyalty in LCCS in Thailand by focusing on brand attitude and perceived service quality. It also explores whether the effect of perceived service quality is mediated by brand attitude on customer loyalty. Valid data was collected from 246 passengers who used service from low-cost carriers. This study employed a structural equation modelling to test hypotheses. The findings show the statistically significant direct relationships among perceived service quality, brand attitude, and customer loyalty. Moreover, the findings show that the effects of perceived service quality are partially mediated on customer loyalty through brand attitude. The implications of the findings noted that LCCs can identify a pin-point in the customer journey and collect related data to create data-generated profiles to gain insight about passengers’ behaviour and preferences to design customized experiences for each customer.
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“ข้าพเจ้าและผู้เขียนร่วม (ถ้ามี) ขอรับรองว่า บทความที่เสนอมานี้ยังไม่เคยได้รับการตีพิมพ์และไม่ได้อยู่ระหว่างกระบวนการพิจารณาลงตีพิมพ์ในวารสารหรือแหล่งเผยแพร่อื่นใด ข้าพเจ้าและผู้เขียนร่วมยอมรับหลักเกณฑ์การพิจารณาต้นฉบับ ทั้งยินยอมให้กองบรรณาธิการมีสิทธิ์พิจารณาและตรวจแก้ต้นฉบับได้ตามที่เห็นสมควร พร้อมนี้ขอมอบลิขสิทธิ์บทความที่ได้รับการตีพิมพ์ให้แก่สถาบันการจัดการปัญญาภิวัฒน์หากมีการฟ้องร้องเรื่องการละเมิดลิขสิทธิ์เกี่ยวกับภาพ กราฟ ข้อความส่วนใดส่วนหนึ่งและ/หรือข้อคิดเห็นที่ปรากฏในบทความข้าพเจ้าและผู้เขียนร่วมยินยอมรับผิดชอบแต่เพียงฝ่ายเดียว”
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