The Relationships Among Service Quality Perceived Value Image Airline and Customer Satisfaction Affecting Buying Intention of Low-Cost Airlines Service in Thailand

Abstract

The objectives of this quantitative research were (1) to study the relationships among service quality, perceived value, airlines image and customer satisfaction toward buying intention of low-cost airlines in Thailand and (2) to study the mediating effect of customer satisfaction among service quality, perceived value and airline image toward buying intention of low-cost airlines in Thailand. The research sample consisted of 755 Thai low-cost airlines customers. The data conducted by questionnaires and in-depth interview techniques. Descriptive statistics and inferential statistics were employed for data analysis and analyzed structural equation model by SMART PLS 2.0. The research results found that (1) service quality had direct effect on Airline image, service quality had direct effect on perceived value, but service quality did not had direct effect on buying intention and (2) customer satisfaction play a significant role as a mediator among service quality, perceived value, airlines image toward buying intention (p<.10).