Importance-performance analysis of low cost airline service quality assessment in Thailand
The aim of this study was to determine the influential factors towards airline’s customer satisfaction under service quality dimensions. The Importance-Performance Analysis (IPA) technique was applied to evaluate the service quality dimensions of top three low cost airlines in Thailand namely Thai Air Asia, Nok Air, and Thai Lion Air. Questionnaires were used to collect sample data of 450 passengers who have ever used those low cost airlines for domestic flight by using of convenience sampling at the Don Mueng International Airport. Data was analyzed by using Multiple Regression Analysis and Importance Performance Analysis. Five independent variables of this study are five dimensions of service quality as tangibility, assurance, empathy, responsiveness, and reliability whereas the dependent variable is customer satisfaction. The results showed that all service quality dimensions have an effect on customer satisfaction. Overall importance and performance levels are high for all dimensions. Finally, implications of these results for practice by using IPA method can effectively identify critical airline service items to be improved, and serve as a valuable tool to assist each low cost airline’s manager in developing and improving both their airline service qualities and strategies.
Rangsan Nochai. Importance-performance analysis of low cost airline service quality assessment in Thailand. International Journal of Multidisciplinary Research and Development, Volume 8, Issue 8, 2021, Pages 57-66