STRATEGIC FACTORS AFFECTING THE COMPETITIVE ADVANTAGE OF COMMERCIAL AIRLINES IN THAILAND
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Abstract
This research article aims to 1) examine the level of strategic factors of commercial airlines in Thailand, 2) investigate the level of competitiveness of commercial airlines in Thailand, and 3) analyze the influence of cost leadership strategy, differentiation strategy, and service innovation on the competitiveness of commercial airlines in Thailand. This study employed a quantitative research approach using a survey method. Data were collected from 385 executives and supervisors of commercial airlines in Thailand through questionnaires. The data were analyzed using descriptive statistics, including mean and standard deviation, and inferential statistics, namely multiple regression analysis.
The results revealed that
1) the overall level of strategic factors of commercial airlines in Thailand was high, with service innovation having the highest mean, followed by differentiation strategy and cost leadership strategy, respectively.
2) the overall competitiveness of commercial airlines in Thailand was also at a high level, with service quality ranking the highest, followed by customer responsiveness and operational efficiency.
3) cost leadership strategy, differentiation strategy, and service innovation had a positive and statistically significant influence on competitiveness at the 0.05 level, with differentiation strategy exerting the strongest influence, followed by service innovation and cost leadership strategy, respectively.
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References
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