GROUND SERVICE QUALITY, PASSENGER SATISFACTION, AND PASSENGER LOYALTY OF COMMERCIAL AIRLINES IN THAILAND

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Published: Jul 24, 2026
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Keywords: Ground Service Quality, Passenger Satisfaction, Passenger Loyalty, Commercial Airlines, Thailand

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Chonthatorn Kerdsiri
Master of Business Administration Program (MBA), Krirk University, Thailand
Jane Norathao
International College of Aviation and Aero Space, Krirk University, Thailand

Abstract

This research article aims to: 1) examine the level of opinions of digital-era passengers toward digital technology factors in airline services; 2) study the level of decision-making in selecting airline services among digital-era passengers; and 3) analyze the influence of digital technology factors affecting the decision-making in selecting airline services among digital-era passengers. This study employed a quantitative research approach using a survey research method. Data were collected from 400 airline passengers who had previously used digital airline service systems. The research instrument was a five-point Likert scale questionnaire. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics, namely multiple regression analysis.


          The research findings revealed that:


  1. The overall level of opinions of digital-era passengers toward digital technology factors in airline services was at the highest level (x̄ = 4.42, S.D. = 0.51). The factor with the highest mean score was ease of use of digital systems, followed by system speed and personal data security.

  2. The overall level of decision-making in selecting airline services among digital-era passengers was at the highest level (x̄ = 4.45, S.D. = 0.49). Passengers placed importance on convenience, speed, and the reliability of the airline’s online systems.

  3. Digital technology factors positively influenced the decision-making in selecting airline services among digital-era passengers at the statistical significance level of .05. The most influential factors were ease of use of digital systems, system speed, and personal data security. Furthermore, the overall level of passengers’ airline service selection decision was at the highest level (x̄ = 4.47, S.D. = 0.48). These findings indicate that digital technology plays a significant role in improving service quality and enhancing the sustainable competitiveness of airlines in the digital era.

Article Details

Issue
Vol. 4 No. 4 (2569): July - August 2026
Section
Article

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