Key Determinants of Airline Loyalty Modeling in Thailand

Abstract

The airline industry in Thailand has grown enormously over the past decade. Competition among airline companies to reach market share and profit has been intense, requiring strong strategic abilities. To increase the service quality of such companies, identifying factors related to the context of airlines is important for policymakers. Thus, this study aims to present empirical data on structural factors related to the loyalty of domestic airline passengers. Structural equation modeling was used to confirm the proposed model. The questionnaire was used to survey and collect data from 1600 airline passengers. The results indicate that satisfaction, trust, perceived quality, relationship, and image of airlines positively influenced loyalty with a statistical significance of α = 0.05. Moreover, the study found that expectation and perceived quality indirectly influenced loyalty. The findings provide a reference for airline operators to clearly understand the factors that motivate passenger loyalty, which can be used to develop the sustainability of marketing strategies and support competitiveness.

Impact of Service Quality of Low-Cost Carriers on Airline Image and Consumers’ Satisfaction and Loyalty during the COVID-19 Outbreak

“…A convenience sampling method was used, and the participation was voluntary. A dedicated questionnaire form was developed based upon past literature [ 52 , 53 , 54 , 55 ], and the relevant items were uploaded on an online application (Google Forms). We used two ways to distribute the survey.…”

Customer Loyalty in Airline Industry: A Literature Review

“…Aviation business is a service business that emphasizes service quality, which is an important factor in building competitiveness (Chayomchai, et al, 2021). The management who has to formulate corporate policies needs to understand the factors that affect the quality of aviation business services (Chonsalasin, Jomnonkwao, & Ratanavaraha, 2020). If the airline business performs well in service quality, it will result in passenger satisfaction and loyalty (Chayomchai, et al, 2021) 2013) in airline industry pointed out that service quality had a significant effect on passenger satisfaction.…”

“…The airline industry is related to many other industries such as the tourism industry, hotel, and resort industry. Today's aviation business is intensely competitive (Chonsalasin, Jomnonkwao, & Ratanavaraha, 2020;Wang & Chaipoopirutana, 2015). Several previous studies have focused on the greater competitiveness of low-cost airlines (Chayomchai, et al, 2021; Gures, Inan, & Arslan, 2018; Lee, et al, 2018;Lembana & Valucy, 2018; Yunus, Bojei, & Rashid, 2013).…”

Análisis de la satisfacción de pasajeros de aerolíneas de bajo costo mexicanas

“…La industria aérea se caracteriza por una intensa competencia y se cataloga como uno de los sectores de servicios con mayor grado de intangibilidad (Baker, 2013;Chonsalasin, Jomnonkwao y Ratanavaraha, 2020;Leong et al, 2015). Durante el proceso de servicio de transporte, existe un alto nivel de componentes tangibles, pero los resultados son esencialmente intangibles (Santos, 2002); situación que dificulta a los clientes valorar su percepción sobre el servicio (Chang y Yeh, 2002).…”

“…El cliente aprende de sus experiencias conforme compra o consume (Schiffman y Lazar, 2010); su lealtad depende de la percepción del desempeño (Colmenares y Saavedra, 2007). En el entorno de la aviación comercial, la participación de mercado depende en gran medida de la habilidad de las aerolíneas para fomentar la lealtad de los pasajeros (Chonsalasin et al, 2020). En ese contexto, la valoración de los clientes puede darse incluso de forma previa al vuelo.…”