A Comparison of Perceived Quality toward Low-Cost Airlines: A Case Study of Air Asia, Nok Air and Thai Lion Air

Abstract

The objectives of this research were to 1) study factors that influenced a service selection decision toward low cost airlines  2) compare perceived quality among the three leading low-cost airlines and 3) study relationship between factors that influenced a service selection decision and purchase intention. The closed-ended questionnaire was used as a tool to collect data. Data analysis methods were descriptive and referential statistics. The hypothesis testing was performed using t-test and ANOVA at the significant level of 0.05. The relationship between importance of quality indicators and future service using intention was done using Linear Multiple Regression.

            The research results revealed that factors which influenced service selection decision in orderly by important level were reliable aspect ( = 4.54, sd. = 0.449), price aspect ( = 4.48, sd. = 0.482), assurance aspect ( = 4.36, sd. = 0.599), empathy aspect ( = 4.35, sd. = 0.487), responsiveness aspect ( = 4.26, sd. = 0.502), promotion aspect ( = 4.26, sd. = 0.524). All these 6 aspects were rated at the “most” level, while the 7^th aspect: tangible aspect ( = 4.16, sd. = 0.489) was rated at the “more” level. The multiple regression results revealed that among foreign passengers there were 5 quality factors: speed and validity of ticket checking process, clean and good taste and quality of food and beverage, safety and reliability of the crew, readiness and fast problem solving of officers, and equal treat to passengers of officers, which altogether could explain about 38.9 percentages of service using intention. However, among the Thai passengers, the only factor which was a sufficient promotion was found and could explain about 32 percentages of this service using intention.