Service Quality toward Business Operation Effectiveness Model of Thai Airways International Public Company Limited

Abstract

 This research were quantitative and qualitative research and aim to evaluate the effectiveness service quality level and business operation effectiveness of Thai Airways International Public Company Limited, found relative between the effectiveness service quality level and business operation effectiveness of Thai Airways International Public Company Limited, and service quality toward business operation effectiveness model of Thai Airways International Public Company Limited ,by accidental sampling 400 respondents from 1 ,4 4 5 ,4 6 4 passengers. Questionnaire was the tool to collecting data with confidence level at . 8 4 . The analysis was conducted by computer software, statistical treatments by program computer namely: frequency, percentage, means, standard deviation, ranking, Pearson Correlation, and Multiple Regression at statistical level .05, the research analyzed found that.
           1. The majority of respondents were female 286 respondents (71.5 %), marital status single 262 respondents (65.5%), their age between 31 – 35 year old (42.1%), education level bachelor degree 285 respondents (71.2%), occupation business owner 181 respondents (45.2%) average income per month 35,001 – 45,000 Baht and service user Thai Airways International Public Company Limited 6 months ago two times. 
            2. Finding indicated that over all area and every area of Thai Airways International Public Company Limited service quality were at high level However, the raking by meant lastly were physical area ( x=3 . 7 9 , safety area ( x=3.85), assessable convenience area ( x=3.89), capacity area ( x=3 . 9 4 ),reliability area (x = 3.26),courtesy area ( x=3.95),passengers attention area ( x=3.98), to meet the needs of passengers’ area ( x=4 . 0 3 ),messes communication area ( x=4 . 0 4 )and service standard area ( x=4 . 0 8 ) respectively. 
            3. Finding indicated that overall and every area of business operation effectiveness of Thai Airways International Public Company Limited by Balance Scorecard were at high level, however raking by mean first were sustainable or learning and growth area (X= 4.03), passengers area (X= 4.01), financial area (X= 3.93), and internal process (X= 3.82) respectively.
            4. Hypothesis tested finding indicated that 
           There were high relationship level between financial area, passengers’ area, process area, and learning and growth area of business operation effectiveness by Balance Scorecard with overall area of service quality of Thai Airways International Public Company Limited 
            5. Service Quality toward Business Operation Effectiveness Model of Thai Airways International Public Company Limited = 1360 +.986safety area +.973to meet the needs of passengers’ area +904 physical area +.772 courtesy area + .510 assessable convenience area +.178messes communication area (Statistic significant level at .05 R Square = .95, Adjusted R Square = .91)