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Service quality, satisfaction, and behavioural intentions : a study of low-cost airline carriers in Thailand

by Theingi

Title:

Service quality, satisfaction, and behavioural intentions : a study of low-cost airline carriers in Thailand

Author(s):

Theingi

Issued date:

2009

Citation:

Managing Service Quality 19, 3 (2009), 350-372

Abstract:

Purpose - The purpose of this paper is to examine the relationships among the constructs of service quality, satisfaction, and behavioural intentions in passengers of three low-cost carriers (LCCs) offering airline services in Thailand. Design/methodology/approach - A large sample of 1,212 passengers who had travelled on LCCs in Thailand in the preceding 12 months is surveyed to test four hypothesised relationships among the constructs of service quality, satisfaction, and behavioural intentions using structural equation modelling (SEM). Findings - The study finds that the order of importance of the dimensions of service quality tested here is: flight schedules; flight attendants; tangibles; and ground staff. Passenger satisfaction with these service-quality dimensions is found to be very important in explaining behavioural intentions. Satisfied passengers are mostly influenced by the schedule. Such customers engage in positive word-of-mouth communication and have high repurchase intentions. Dissatisfied passengers prefer to change airlines, rather than provide feedback to the LCCs. Research limitations/implications - The study has not definitively established causality among the constructs of service quality, satisfaction, and behavioural intentions. Moreover, satisfaction is based only on service quality. Future research should examine the causality and other possible satisfaction factors. Practical implications - Managers of LCCs who have not traditionally placed a high priority on quality should be aware of the importance of service quality and passenger satisfaction in determining the behavioural intentions of passengers of LCCs. Originality/value - The study provides an example of the use of a revised set of SERVPERF service-quality dimensions. The study also posits passenger satisfaction and behavioural intentions in a single model in the context of LCCs in Thailand.

Keyword(s):

Customer services quality
Customer satisfaction
Behaviour
Thailand
Airlines

Resource type:

Article

Extent:

23 pages

Type:

Text

File type:

application/pdf

Language:

eng

URI:

http://repository.au.edu/handle/6623004553/17983
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Copyright © Assumption University.
All Rights Reserved.

Contact Us

The St. Gabriel's Library   
Hua Mak Campus  
Ramkhamhaeng 24, Hua Mak  
Bangkok Thailand 10240  
Tel.: (662) 3004543-62 Ext. 3402  
Fax.: (662) 7191544  
E-Mail Library : library@au.edu  


The Cathedral of Learning Library
Suvarnabhumi Campus
Bang Na-Trad Km. 26 Bangsaothong
Samuthprakarn Thailand 10540
Tel.: (662) 7232024, 7232025
Fax.: (662) 7191544
E-Mail Library : library@au.edu
 

 

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