Service quality model for development of airport under the department of airports in Southern Thailand

Abstract

The purposes of this research were to study the factors affecting service quality of airports under the Department of Airports in Southern Thailand and to develop a model of service quality for airports under the Department of Airports in Southern Thailand. This study employed mixed research methods. The sample for quantitative research consisted of 400 domestic departure and arrival passengers at Suratthani airport, Krabi airport, and Trang airport. Questionnaires were used to collect the data for this research by using purposive sampling and the data was then analyzed and results shown as frequencies, percentages, means, standard deviations, Pearson correlations, multiple regression analyses, and exploratory factor analyses with principal component analysis as well as the orthogonal rotation with varimax rotation method. The qualitative research used in-depth interviews of 5 executives’ and stakeholders’ perspectives by using snowball sampling. Content analysis was done for the qualitative data.

The results of this research found that the respondents’ opinions on perceptions of service quality were at a moderate level. The factor most affecting the service quality of airports under the Department of Airports in Southern Thailand was tangibles. The model of service quality of airports under the Department of Airports in Southern Thailand is as follows: 1) Professional Service Provider, 2) Efficiency and Effectiveness Management, 3) Service Mindedness, 4) Service Tools Availability, and 5) Excellent Responsiveness.

Guidelines to develop the model of service quality of airports under the Department of Airports in Southern Thailand are as follows: Professional service providers should 1) be enthusiastic, 2) manage to provide convenience and to handle any problems with efficiency and effectiveness, 3) focus attention on universal service principles and ensure the safety of the lives and property of the passengers, 4) provide modern and sufficient service tools and equipment, and 5) improve and develop service in a consistent and continuous manner.