STRATEGIES FOR ENHANCING SERVICE QUALITY OF LOW-COST AIRLINES TO FOSTER BRAND LOVE AMONG THAI PASSENGERS
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Abstract
This study aimed to investigate the influence of airline service quality on Brand Love among Thai passengers of low-cost. A quantitative research design was employed. The sample consisted of 400 Thai passengers who had used low-cost airline services. Participants were selected using purposive sampling. Data was collected through a structured questionnaire using a seven-point Likert scale and analyzed using descriptive statistics and multiple regression analysis.
The findings revealed that airline service quality significantly influenced passengers' Brand Love. Specifically, Airline Image, Personnel, and Airline Tangibles had significant positive effects on Brand Love, whereas Empathy exerted a significant negative effect. In contrast, Terminal Tangibles showed no statistically significant influence on Brand Love. The results indicate that passengers of low-cost airlines place greater importance on Airline Image, operational reliability, employee service quality, and onboard experience than on airport terminal facilities. These findings suggest that airline managers should prioritize strengthening corporate image, enhancing employee capabilities, improving onboard service quality, and developing effective service recovery processes to foster stronger emotional attachment to the brand and achieve sustainable competitive advantage
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