SAFETY AND TRUST FACTORS AFFECTING AIRLINE SERVICE SELECTION IN THE POST-CRISIS PERIOD
Article Sidebar
Main Article Content
Abstract
The objectives of this research article were: 1) to examine the level of safety perception and passenger confidence in airlines after crisis situations, 2) to analyze the influence of safety and confidence factors affecting airline service selection, and 3) to propose policy and managerial guidelines for airlines during the post-crisis period. This study employed a quantitative research approach. Data were collected from 400 airline passengers at Don Mueang International Airport using convenience sampling. The research instrument was a five-point Likert scale questionnaire with an overall reliability coefficient of 0.92. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics, including Pearson’s correlation analysis and multiple regression analysis.
The findings revealed that:
1) passengers demonstrated a high level of safety perception and confidence toward airlines, particularly regarding airline safety standards and confidence in pilots’ capabilities.
2) safety-related factors, including safety perception, hygiene and risk management measures, communication transparency, and airline safety image, had a statistically significant positive influence on airline service selection after crisis situations at the .05 level.
3) airlines should continuously improve safety standards, organizational communication, and hygiene measures in order to enhance passenger confidence and strengthen the long-term competitiveness of the aviation industry.
Article Details
References
ณัฐพงษ์ แต้มแก้ว. (2568). แนวทางวางแผนการพัฒนารูปแบบการขนส่งสินค้าทางถนนเพื่อการเพิ่มขีดความสามารถทางการแข่งขันของผู้ให้บริการโลจิสติกส์ในเขตภาคตะวันออก. วารสารส่งเสริมและพัฒนาวิชาการสมัยใหม่, 3(3), 118–135.
พันธ์พิสุทธิ์ นุราช และณัฐพงษ์ แต้มแก้ว. (2568). ปัจจัยเชิงกลยุทธ์ที่มีอิทธิพลต่อการอยู่รอดของโรงเรียนการบินในประเทศไทย. วารสารส่งเสริมและพัฒนาวิชาการสมัยใหม่, 3(6), 264–280.
หริวงศ์ คุปตะวาณิช, ณัฐพงษ์ แต้มแก้ว และประพนธ์ จิตตะปุตตะ. (2025). สมรรถนะของผู้ปฏิบัติการในอุตสาหกรรมการบินที่ส่งผลต่อประสิทธิภาพการทำงานในภาวะวิกฤต. วารสารส่งเสริมและพัฒนาวิชาการสมัยใหม่, 3(3), 229–249.
อำพล ขำวิลัย, คงศักดิ์ ชมชุม และณัฐพงษ์ แต้มแก้ว. (2025). การพัฒนาสมรรถนะผู้ประจำหน้าที่นักบินพาณิชย์สู่ความเป็นมาตรฐานสากล. วารสารพัฒนาเทคนิคศึกษา, 38(136), 127–134.
Abate, M., Christidis, P., & Purwanto, A. J. (2020). Government support to airlines in the aftermath of the COVID-19 pandemic. Journal of Air Transport Management, 89, 101931.
Best, J. W. (1981). Research in education. (4th ed.). Prentice-Hall.
Chen, Y., & Hsu, C. (2025). Factors influencing airline industry recovery after crisis situations: A meta-analysis study. Journal of Air Transport Management, 112, 102455.
Cochran, W. G. (1977). Sampling techniques. (3rd ed.). John Wiley & Sons.
Cohen, J. (1988). Statistical power analysis for the behavioral sciences. (2nd ed.). Lawrence Erlbaum Associates.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297–334.
Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches. (5th ed.). Sage Publications.
Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1–4.
Field, A. (2018). Discovering statistics using IBM SPSS statistics (5th ed.). Sage Publications.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis. (8th ed.). Cengage Learning.
Hassan, T. H., & Salem, A. E. (2022). The impact of airline safety communication on passenger trust during crisis recovery. Tourism and Hospitality Research, 22(4), 455–469.
International Air Transport Association (IATA). (2021). Air passenger confidence survey 2021. International Air Transport Association.
International Civil Aviation Organization (ICAO). (2020). Safety management manual. (4th ed.). International Civil Aviation Organization.
Kim, H., Lee, J., & Jung, K. (2021). The role of trust in airline service: A structural equation modeling approach. Sustainability, 13(4), 2156.
Kim, J., Lee, H., & Jung, K. (2021). The mediating role of trust between perceived safety and airline selection intention after COVID-19. Journal of Air Transport Management, 92, 102020.
Kotler, P., & Keller, K. L. (2016). Marketing management. (15th ed.). Pearson Education.
Lee, S., & Park, J. (2024). Airline safety image and passenger behavioral intention in post-crisis aviation markets. Asia Pacific Journal of Tourism Research, 29(2), 210–225.
Lee, S., & Park, Y. (2024). The impact of airline safety image on passenger decision-making. Journal of Travel & Tourism Marketing, 41(2), 145–160.
Likert, R. (1932). A technique for the measurement of attitudes. Archives of Psychology, 140, 1–55.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38.
Nguyen, T. H., & Tran, P. Q. (2023). Customer trust and repurchase intention in aviation services. Asian Journal of Business Research, 13(1), 45–60.
Rovinelli, R. J., & Hambleton, R. K. (1977). On the use of content specialists in the assessment of criterion-referenced test item validity. Dutch Journal of Educational Research, 2(2), 49–60.
Su, D. N., Wan, Y. K. P., & Huang, S. S. (2022). Passenger safety experience, satisfaction, and loyalty in the airline industry after the pandemic crisis. Journal of Hospitality and Tourism Management, 52, 44–53.
Su, L., Wan, C., & Huang, S. (2022). Safety experience and airline loyalty: The mediating role of satisfaction and trust. Tourism Management, 90, 104479.
Wang, Y., Liu, X., & Chen, H. (2023). Safety perception versus price sensitivity in airline choice behavior after global crises. Transportation Research Part A: Policy and Practice, 169, 103608.
Wang, Y., Liu, Z., & Chen, X. (2023). Safety perception versus price: Determinants of airline choice. Journal of Air Transport Management, 110, 102345.
Zhang, L., Li, M., & Zhou, Y. (2024). Passenger trust in airline safety management systems. Safety Science, 168, 106305.
Zhang, T., Li, Y., & Zhou, Q. (2024). Passenger trust in airline safety management systems and its impact on loyalty intention. Safety Science, 172, 106412.
