รูปแบบคุณภาพการบริการของท่าอากาศยานนานาชาติในประเทศไทย
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ม.ค. 2, 2020
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ท่าอากาศยาน คุณภาพบริการ ความพึงพอใจ การกลับมาใช้ซ้ำ
Main Article Content
บทคัดย่อ
การศึกษาครั้งนี้มีวัตถุประสงค์เพื่อศึกษารูปแบบคุณภาพการบริการสำหรับท่าอากาศยานนานาชาติในประเทศไทย โดยใช้รูปแบบการวิจัยเชิงปริมาณซึ่งมีกลุ่มตัวอย่าง คือ ผู้โดยสารที่ใช้บริการท่าอากาศยานนาชาติ จำนวน 250 คน เก็บรวบรวมข้อมูลด้วยแบบสอบถาม และวิเคราะห์ข้อมูลโดยใช้โมเดลสมการโครงสร้างผลการศึกษาครั้งนี้แสดงให้เห็นว่า องค์ประกอบของคุณภาพการบริการสำหรับท่าอากาศยานนานาชาติใน ประเทศไทย ประกอบด้วย 9 องค์ประกอบ ได้แก่ การเข้า-ออกท่าอากาศยาน การตรวจบัตรโดยสาร การตรวจหนังสือเดินทางและการแสดงตัวบุคคล การรักษาความปลอดภัย การหาหนทาง สิ่งอำนวยความสะดวกของท่าอากาศยาน สภาพแวดล้อมของท่าอากาศยาน ความเป็นไทย และบุคลากร ส่วนการวิเคราะห์ข้อมูลเชิงปริมาณ พบว่า คุณภาพบริการมีอิทธิพลทางตรงเชิงบวกต่อความพึงพอใจลูกค้า และความตั้งใจกลับมาใช้บริการซ้ำ นอกจากนั้นความพึงพอใจลูกค้ายังเป็นตัวแปรส่งผ่านแบบบางส่วนระหว่างสัมพันธ์ของคุณภาพบริการและความตั้งใจกลับมาใช้บริการซ้ำ
Article Details
บท
บทความวิจัย
เนื้อหาและข้อมูลในบทความที่ลงตีพิมพ์ในวารสารวิชาการมหาวิทยาลัยราชภัฏภูเก็ต ถือเป็นข้อคิดเห็นและความรับผิดชอบของผู้เขียนบทความโดยตรง ซึ่งกองบรรณาธิการวาสารฯ ไม่จำเป็นต้องเห็นด้วยหรือร่วมรับผิดชอบใด ๆ
บทความ ข้อมูล เนื้อหา รูปภาพ ฯลฯ ที่ได้รับการตีพิมพ์ในวารสารวิชาการมหาวิทยาลัยราชภัฏภูเก็ต ถือเป็นลิขสิทธิ์ของวารสารวิชาการมหาวิทยาลัยราชภัฏภูเก็ต หากบุคคลหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนหนึ่งส่วนใดไปเผยแพร่ต่อหรือเพื่อกระทำการใด ๆ จะต้องได้รับอนุญาตเป็นลายลักษณ์อักษรจากวารสารวิชาการมหาวิทยาลัยราชภัฏภูเก็ตก่อนเท่านั้น
References
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Ansari, Z. A., & Agarwal, J. (2015). A critical analysis of the passenger’s satisfaction from the services quality of the king abdulaziz international airport Jeddah, Saudi arabia. International Journal of Economics, Commerce and Management, 3(8), 213-228.
Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785-804.
Bezerra, G. C., & Gomes, C. F. (2015). The effects of service quality dimensions and passenger characteristics on passenger's overall satisfaction with an airport. Journal of Air Transport Management, 44, 77-81.
Bezerra, G. C. L., & Gomes, C. F. (2016). Measuring airport service quality: A multidimensional approach. Journal of Air Transport Management, 53, 85-93.
Bigovic, M., & Prasnikar, J. (2015). Predicting tourists' behavioral intentions at the destination level. Current Issues in Tourism, 18(5), 744-764.
Bitner, M. J., Zeithaml, V. A., & Gremler, D. D. (2010). Technology’s impact on the gaps model of service quality Handbook of service science (pp.197-218): Springer.
Bogicevic, V., Yang, W., Cobanoglu, C., Bilgihan, A., & Bujisic, M. (2016).Traveler anxiety and enjoyment: The effect of airport environment on traveler's emotions. Journal of Air Transport Management, 57, 122-129.
Ching, M. (2014). Passengers' perception on airport service and quality satisfaction. Paper presented at the Proceedings of International Academic Conferences.
De Nisco, A., Mainolfi, G., Marino, V., & Napolitano, M. R. (2015). Tourism satisfaction effect on general country image, destination image, and post-visit intentions. Journal of Vacation Marketing, 21(4), 305-317.
Djajanto, L., Nimran, U., & Kumadjl, S. (2014). The effect of self-service technology, service quality, and relationship marketing on customer satisfaction and loyalty. Journal of Business Management, 16(1), 39-50.
Farooq, M. S., Salam, M., Fayolle, A., Jaafar, N., & Ayupp, K. (2018). Impact of service quality on customer satisfaction in Malaysia airlines: A PLS-SEM approach. Journal of Air Transport Management, 67, 169-180.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. MA: Addison Wesley Reading.
Gitto, S., & Mancuso, P. (2017). Improving airport services using sentiment analysis of the websites. Tourism Management Perspectives, 22, 132-136.
Guo, Y., Barnes, S. J., & Jia, Q. (2017). Mining meaning from online ratings and reviews: Tourist satisfaction analysis using latent dirichlet allocation. Tourism Management, 59, 467-483.
Hair, J. F., Anderson, B. W., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis with reading (Vol. 4th). New Jersey: Prentice-Hall.
Hu, K. C., & Huang, M. C. (2011). Effects of service quality, innovation and corporate image on customer’s satisfaction and loyalty of air cargo terminal. International Journal of Operations Research, 8(4), 36-47.
Hussain, R., Al Nasser, A., & Hussain, Y. K. (2015). Service quality and customer satisfaction of a UAE-based airline: An empirical investigation. Journal of Air Transport Management, 42, 167-175.
Izogo, E. E., & Ogba, I.-E. (2015). Service quality, customer satisfaction and loyalty in automobile repair services sector. International Journal of Quality & Reliability Management, 32(3), 250-269.
Kandampully, J., & Suhartanto, D. (2000). Customer loyalty in the hotel industry: the role of customer satisfaction and image. International Journal of Contemporary Hospitality Management, 12(6), 346-351.
Kim, M., Vogt, C. A., & Knutson, B. J. (2015). Relationships among customer satisfaction, delight, and loyalty in the hospitality industry. Journal of Hospitality & Tourism Research, 39(2), 170-197.
Kozak, M., & Decrop, A. (2009). Handbook of tourist behavior: Theory and practice. New York: Routledge.
Ku, E. C., & Chen, C.-D. (2013). Fitting facilities to self-service technology usage: Evidence from kiosks in Taiwan airport. Journal of Air Transport Management, 32, 87-94.
Liang, L. J., Choi, H. C., & Joppe, M. (2018). Exploring the relationship between satisfaction, trust and switching intention, repurchase intention in the context of Airbnb. International Journal of Hospitality Management, 69, 41-48.
Liang, L. J., Choi, H. C., & Joppe, M. (2018). Understanding repurchase intention of Airbnb consumers: Perceived authenticity, electronic word-of-mouth, and price sensitivity. Journal of Travel & Tourism Marketing, 35(1), 73-89.
Liu, C.-H. S., & Lee, T. (2016). Service quality and price perception of service: Influence on word-of-mouth and revisit intention. Journal of Air Transport Management, 52, 42-54.
Lovelock, C., & Wirtz, J. (2011). Service marketing: People, technology, strategy (7th ed.). NJ: Prentice Hall.
Martin-Domingo, L., Martin, J. C., & Mandsberg, G. (2019). Social media as a resource for sentiment analysis of Airport Service Quality (ASQ). Journal of Air Transport Management
Moon, H., Yoon, H. J., & Han, H. (2015). Role of airport physical environments in the satisfaction generation process: Mediating the impact of traveler emotion. Asia Pacific Journal of Tourism Research, 21(2), 193-211.
Nghiem-Phu, B., & Suter, J. R. (2018). Airport image: An exploratory study of McCarran International Airport. Journal of Air Transport Management, 67, 72-84.
Pantouvakis, A., & Renzi, M. F. (2016). Exploring different nationality perceptions of airport service quality. Journal of Air Transport Management, 52, 90-98.
Park, K., & Park, J.-W. (2018). The effects of the servicescape of airport transfer amenities on the behavioral intentions of transfer passengers: A case study on Incheon International Airport. Journal of Air Transport Management, 72, 68-76.
Prebezac, D., Mikulic, J., & Jurkovic, P. (2010). Passenger perceptions of airport service performance a three-dimensional importance-performance analysis. Acta turistica, 22(2), 161-177.
Prentice, C. (2013). Service quality perceptions and customer loyalty in casinos. International Journal of Contemporary Hospitality Management, 25(1), 49-64.
Prentice, C., & Kadan, M. (2019). The role of airport service quality in airport and destination choice. Journal of Retailing and Consumer Services, 47, 40-48.
Rezaei, S., Mazaheri, E., & Azadavar, R. (2017). Determinants of experienced tourists’ satisfaction and actual spending behavior: A PLS path modelling approach. International Journal of Culture, Tourism and Hospitality Research, 11(2), 157-181.
Saleem, M. A., Zahra, S., & Yaseen, A. (2017). Impact of service quality and trust on repurchase intentions–the case of Pakistan airline industry. Asia Pacific Journal of Marketing and Logistics, 29(5), 1136-1159.
Shi, Y., Prentice, C., & He, W. (2014). Linking service quality, customer satisfaction and loyalty in casinos, does membership matter? International Journal of Hospitality Management, 40 81 - 91.
Subha, M., & Archana, R. (2013). Identifying the Dimensions of Service Quality as Antecedents to Passenger Satisfaction of Rajiv Gandhi International Airport. Journal of Contemporary Research in Management, 8(2).
Timm, P. R. (2011). Customer service: Career success through customer loyalty (5th ed.). NJ: Prentice Hall.
Wardi, Y., Abror, A., & Trinanda, O. (2018). Halal tourism: Antecedent of tourist’s satisfaction and word of mouth (WOM). Asia Pacific Journal of Tourism Research, 23(5), 463 - 472.
Wattanacharoensil, W., Schuckert, M., Graham, A., & Dean, A. (2017). An analysis of the airport experience from an air traveler perspective. Journal of Hospitality and Tourism Management, 32, 124-135.
Wu, H.-C., & Cheng, C.-C. (2013). A hierarchical model of service quality in the airline industry. Journal of Hospitality and Tourism Management, 20, 13-22.
ACI. (2017). Airport service quality. from http:// www.aci-aer0/Customer-Experience-ASQ/Homepage
Ali, F., Kim, W. G., & Ryu, K. (2016). The effect of physical environment on passenger delight and satisfaction: Moderating effect of national identity. Tourism Management, 57, 213-224.
Ansari, Z. A., & Agarwal, J. (2015). A critical analysis of the passenger’s satisfaction from the services quality of the king abdulaziz international airport Jeddah, Saudi arabia. International Journal of Economics, Commerce and Management, 3(8), 213-228.
Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785-804.
Bezerra, G. C., & Gomes, C. F. (2015). The effects of service quality dimensions and passenger characteristics on passenger's overall satisfaction with an airport. Journal of Air Transport Management, 44, 77-81.
Bezerra, G. C. L., & Gomes, C. F. (2016). Measuring airport service quality: A multidimensional approach. Journal of Air Transport Management, 53, 85-93.
Bigovic, M., & Prasnikar, J. (2015). Predicting tourists' behavioral intentions at the destination level. Current Issues in Tourism, 18(5), 744-764.
Bitner, M. J., Zeithaml, V. A., & Gremler, D. D. (2010). Technology’s impact on the gaps model of service quality Handbook of service science (pp.197-218): Springer.
Bogicevic, V., Yang, W., Cobanoglu, C., Bilgihan, A., & Bujisic, M. (2016).Traveler anxiety and enjoyment: The effect of airport environment on traveler's emotions. Journal of Air Transport Management, 57, 122-129.
Ching, M. (2014). Passengers' perception on airport service and quality satisfaction. Paper presented at the Proceedings of International Academic Conferences.
De Nisco, A., Mainolfi, G., Marino, V., & Napolitano, M. R. (2015). Tourism satisfaction effect on general country image, destination image, and post-visit intentions. Journal of Vacation Marketing, 21(4), 305-317.
Djajanto, L., Nimran, U., & Kumadjl, S. (2014). The effect of self-service technology, service quality, and relationship marketing on customer satisfaction and loyalty. Journal of Business Management, 16(1), 39-50.
Farooq, M. S., Salam, M., Fayolle, A., Jaafar, N., & Ayupp, K. (2018). Impact of service quality on customer satisfaction in Malaysia airlines: A PLS-SEM approach. Journal of Air Transport Management, 67, 169-180.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. MA: Addison Wesley Reading.
Gitto, S., & Mancuso, P. (2017). Improving airport services using sentiment analysis of the websites. Tourism Management Perspectives, 22, 132-136.
Guo, Y., Barnes, S. J., & Jia, Q. (2017). Mining meaning from online ratings and reviews: Tourist satisfaction analysis using latent dirichlet allocation. Tourism Management, 59, 467-483.
Hair, J. F., Anderson, B. W., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis with reading (Vol. 4th). New Jersey: Prentice-Hall.
Hu, K. C., & Huang, M. C. (2011). Effects of service quality, innovation and corporate image on customer’s satisfaction and loyalty of air cargo terminal. International Journal of Operations Research, 8(4), 36-47.
Hussain, R., Al Nasser, A., & Hussain, Y. K. (2015). Service quality and customer satisfaction of a UAE-based airline: An empirical investigation. Journal of Air Transport Management, 42, 167-175.
Izogo, E. E., & Ogba, I.-E. (2015). Service quality, customer satisfaction and loyalty in automobile repair services sector. International Journal of Quality & Reliability Management, 32(3), 250-269.
Kandampully, J., & Suhartanto, D. (2000). Customer loyalty in the hotel industry: the role of customer satisfaction and image. International Journal of Contemporary Hospitality Management, 12(6), 346-351.
Kim, M., Vogt, C. A., & Knutson, B. J. (2015). Relationships among customer satisfaction, delight, and loyalty in the hospitality industry. Journal of Hospitality & Tourism Research, 39(2), 170-197.
Kozak, M., & Decrop, A. (2009). Handbook of tourist behavior: Theory and practice. New York: Routledge.
Ku, E. C., & Chen, C.-D. (2013). Fitting facilities to self-service technology usage: Evidence from kiosks in Taiwan airport. Journal of Air Transport Management, 32, 87-94.
Liang, L. J., Choi, H. C., & Joppe, M. (2018). Exploring the relationship between satisfaction, trust and switching intention, repurchase intention in the context of Airbnb. International Journal of Hospitality Management, 69, 41-48.
Liang, L. J., Choi, H. C., & Joppe, M. (2018). Understanding repurchase intention of Airbnb consumers: Perceived authenticity, electronic word-of-mouth, and price sensitivity. Journal of Travel & Tourism Marketing, 35(1), 73-89.
Liu, C.-H. S., & Lee, T. (2016). Service quality and price perception of service: Influence on word-of-mouth and revisit intention. Journal of Air Transport Management, 52, 42-54.
Lovelock, C., & Wirtz, J. (2011). Service marketing: People, technology, strategy (7th ed.). NJ: Prentice Hall.
Martin-Domingo, L., Martin, J. C., & Mandsberg, G. (2019). Social media as a resource for sentiment analysis of Airport Service Quality (ASQ). Journal of Air Transport Management
Moon, H., Yoon, H. J., & Han, H. (2015). Role of airport physical environments in the satisfaction generation process: Mediating the impact of traveler emotion. Asia Pacific Journal of Tourism Research, 21(2), 193-211.
Nghiem-Phu, B., & Suter, J. R. (2018). Airport image: An exploratory study of McCarran International Airport. Journal of Air Transport Management, 67, 72-84.
Pantouvakis, A., & Renzi, M. F. (2016). Exploring different nationality perceptions of airport service quality. Journal of Air Transport Management, 52, 90-98.
Park, K., & Park, J.-W. (2018). The effects of the servicescape of airport transfer amenities on the behavioral intentions of transfer passengers: A case study on Incheon International Airport. Journal of Air Transport Management, 72, 68-76.
Prebezac, D., Mikulic, J., & Jurkovic, P. (2010). Passenger perceptions of airport service performance a three-dimensional importance-performance analysis. Acta turistica, 22(2), 161-177.
Prentice, C. (2013). Service quality perceptions and customer loyalty in casinos. International Journal of Contemporary Hospitality Management, 25(1), 49-64.
Prentice, C., & Kadan, M. (2019). The role of airport service quality in airport and destination choice. Journal of Retailing and Consumer Services, 47, 40-48.
Rezaei, S., Mazaheri, E., & Azadavar, R. (2017). Determinants of experienced tourists’ satisfaction and actual spending behavior: A PLS path modelling approach. International Journal of Culture, Tourism and Hospitality Research, 11(2), 157-181.
Saleem, M. A., Zahra, S., & Yaseen, A. (2017). Impact of service quality and trust on repurchase intentions–the case of Pakistan airline industry. Asia Pacific Journal of Marketing and Logistics, 29(5), 1136-1159.
Shi, Y., Prentice, C., & He, W. (2014). Linking service quality, customer satisfaction and loyalty in casinos, does membership matter? International Journal of Hospitality Management, 40 81 - 91.
Subha, M., & Archana, R. (2013). Identifying the Dimensions of Service Quality as Antecedents to Passenger Satisfaction of Rajiv Gandhi International Airport. Journal of Contemporary Research in Management, 8(2).
Timm, P. R. (2011). Customer service: Career success through customer loyalty (5th ed.). NJ: Prentice Hall.
Wardi, Y., Abror, A., & Trinanda, O. (2018). Halal tourism: Antecedent of tourist’s satisfaction and word of mouth (WOM). Asia Pacific Journal of Tourism Research, 23(5), 463 - 472.
Wattanacharoensil, W., Schuckert, M., Graham, A., & Dean, A. (2017). An analysis of the airport experience from an air traveler perspective. Journal of Hospitality and Tourism Management, 32, 124-135.
Wu, H.-C., & Cheng, C.-C. (2013). A hierarchical model of service quality in the airline industry. Journal of Hospitality and Tourism Management, 20, 13-22.