The Perception of the Passengers’ Service Quality towards the Selection of Airline Service in Thailand

Abstract

Abstract

This research objectives aimed:  1) to study the factors of passengers’ personal towards the selection of Airline Service, 2) to measure the perception of passengers’ service quality towards the selection of Airline Service. This quantitative research studied the following parts: Part 1: the personal factors were genders, ages, education, occupation, frequency of using of airlines per year , travelling purpose, travelling companion, the most used airlines, and Part 2: the perception of passengers’ service quality towards the selection of Airline Service. The research instrument was the 400 questionnaires. The descriptive data analysis was frequency, mean and standard deviation. The inferential statistics for hypothesis testing were t-value and the Pearson’s product-moment correlation coefficient to analyze the bivariate correlation between the factors of passengers’ service quality satisfaction towards the selection of flight service.

 The findings revealed that: 1) The factors of passengers’ personal towards the selection of Airline Service: The study found that mostly the sample units were 256 females (64.00%). Mostly respondents regarding: 1) the age was over 50 years old (31.30%), 2) the education was bachelor degree(56.50%), 3) the occupation was private business (22.00%), 4) frequency of using of airlines was 1 – 2 per year (34.50%), 5) travelling purpose was for tourism (40.50%), 6) travelling companion was family and cousin (40.80%), and 7) the most used airline was Thai Vietjet airlines (23.80%). 2) The perception of passengers’ service quality towards the selection of Airline Service: The study found that overall of passengers’ service quality towards the selection of Airline Service was at high level ( = 4.12). The five dimensions of passengers’ service quality were at high level and sorted in descending order as follows: assurance was at highest level ( = 4.31), reliability was at high level ( = 4.16), empathy was at high level (= 4.11), tangible was at high level ( = 4.10) and responsiveness was at high level ( = 3.95) respectively. The hypothesis testing by the Pearson’s product-moment correlation coefficient analyzing the bivariate correlation between the factors of passengers’ service quality satisfaction towards the selection of flight service revealed that: The overall correlation between the factors of passengers’ service quality satisfaction towards the selection of flight service was positive at 0.794.  The bivariate correlations were in positive directions and can be sorted in descending order as follows: reliability 0.522, tangible 0.522, empathy 0.469, assurance 0.464, responsiveness 0.423 respectively at a significance level of 0.05.

Keywords: Passengers’ Service, Perception of Service Quality, Selection of Airline Service