FACTORS INFLUENCING THE DECISION TO APPLY FOR ROYAL THAI ARMY PILOT POSITIONS AMONG AVIATION STUDENTS IN THAILAND

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Published: Jul 24, 2026
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Keywords: Service Quality, Digital Technology, Airline Image, Passenger Loyalty

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Kritsada Hoontong
Master of Business Administration Program (MBA), Krirk University, Thailand
Prapont Chittaputta
International College of Aviation and Aero Space, Krirk University, Thailand

Abstract

This research article aims to: 1) examine the effect of service quality on passenger loyalty among commercial airlines in Thailand; 2) analyze the effect of digital technology on passenger loyalty among commercial airlines in Thailand; and 3) evaluate the effect of airline image on passenger loyalty among commercial airlines in Thailand. This study adopts a quantitative research approach, using a questionnaire as the research instrument to collect data from 400 passengers of commercial airlines in Thailand. Convenience sampling was employed. Data were analyzed using descriptive statistics, including percentage, mean, and standard deviation, as well as inferential statistics, namely multiple regression analysis.


          The research findings indicate that:


  1. Service quality has a positive and statistically significant effect on passenger loyalty (β = 0.412, Sig. < 0.05), particularly in terms of reliability and assurance.

  2. Digital technology has a positive and statistically significant effect on passenger loyalty (β = 0.285, Sig. < 0.05), enhancing convenience and service experience.

  3. Airline image has a positive and statistically significant effect on passenger loyalty (β = 0.356, Sig. < 0.05), especially in terms of safety and credibility.

          The three variables jointly explain 68.2% of the variance in passenger loyalty (R² = 0.682), highlighting the importance of service quality management, digital technology utilization, and corporate image development in enhancing passenger loyalty in the airline industry.

Article Details

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

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