Value Chain Factors of Aviation Services Affecting Expectation of Service Users on Using Low Cost Airlines in Thailand in Recovery Period after COVID-19 Crisis

Abstract

The objectives of this research were to study the personal data of service users on using low-cost airlines in Thailand in recovery period after COVID-19 crisis, to study the level comment for primary activities in the value chain factors of aviation services and to study the level comment for expectations of airlines service users. This included searching for primary activities in the value chain factors of aviation services that affected the expectation of service users on using low-cost airlines in Thailand in recovery period after COVID-19 crisis as well. The research results found that most service users were female university students, aged 20-30 years, with an education level lower than Bachelor’s degree, and earned a monthly income of not exceeding 10,000 baht, with traveling purposes. The overall opinion on the primary activities as related to the service value chain of low-cost airlines in Thailand was at the highest level. The items were arranged from the highest to the lowest levels as follows: services to meet customer demand, delivery of service values, marketing and sale, readiness to operate, and input in airline services, respectively. The overall opinions of service users’ expectations from engaging the low-cost airlines’ services were at the highest level. The items were arranged from the highest to the lowest levels as follows: safety, convenience, technological system effectiveness, and speedy services, respectively. The overall findings from the hypothesis test suggested that primary activities in the value chain factors of aviation services affected the expectation of service users in all aspects at 79 percent. Service to meet the customers’ demand was the most affected item, followed by marketing and sale, readiness for operation, input factors for aviation services, and delivery of service values, respectively. Safety was the most expected item among low-cost airline users, followed by convenience, speedy services, and technological system effectiveness, respectively.