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Elevating brand loyalty: Deciphering the impact of airline service quality and customer satisfaction in Bangkok?s aviation industry: Case study low-cost airlines

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dc.citedby0
dc.contributor.authorKanchanawongpaisan S.en_US
dc.contributor.authorZhou F.en_US
dc.contributor.authorVoon B.W.N.en_US
dc.contributor.authorLu L.en_US
dc.contributor.authorTan R.S.-E.en_US
dc.contributor.authorid59345509100en_US
dc.contributor.authorid57967356800en_US
dc.contributor.authorid57193526784en_US
dc.contributor.authorid59309648100en_US
dc.contributor.authorid55370774800en_US
dc.date.accessioned2025-03-03T07:45:37Z
dc.date.available2025-03-03T07:45:37Z
dc.date.issued2024
dc.description.abstractThis research investigates the relationship between the quality of airline services, customer satisfaction, and brand loyalty with low-cost airlines in Bangkok?s aviation business. It uses structural equation modeling (SEM) to examine the replies of 521 passengers. The study demonstrates a robust and favorable correlation between the quality of service and customer satisfaction, with a direct impact coefficient of 0.961. Furthermore, service quality directly (0.708) and indirectly (0.284) impact brand loyalty. These impacts are mediated by customer satisfaction, which directly affects brand loyalty with a correlation of 0.296. The model explains 92.3% and 99.0% of the variation in customer satisfaction and brand loyalty, respectively, suggesting a robust and reliable match. The demographic study reveals that the predominant group of participants consists of well-educated, middle-income women who regularly use airline services. These results highlight the importance of service quality in improving customer satisfaction and promoting brand loyalty among travelers. Airlines should emphasize the ongoing enhancement of service quality and customer satisfaction to sustain their competitive edge. This research enhances the existing body of knowledge by emphasizing the intermediate function of customer satisfaction and presenting detailed observations relevant to Bangkok?s aviation industry, providing guidance for infrastructural development and investment. It also offers practical suggestions for managing service quality and implementing customer retention strategies. ? 2024 by author(s).en_US
dc.description.natureFinalen_US
dc.identifier.ArtNo5619
dc.identifier.doi10.24294/jipd.v8i8.5619
dc.identifier.issue8
dc.identifier.scopus2-s2.0-85205132109
dc.identifier.urihttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85205132109&doi=10.24294%2fjipd.v8i8.5619&partnerID=40&md5=cee0b7f2f2b8edd96556dcdf9b9616a9
dc.identifier.urihttps://irepository.uniten.edu.my/handle/123456789/36901
dc.identifier.volume8
dc.publisherEnPress Publisher, LLCen_US
dc.relation.ispartofAll Open Access; Gold Open Access
dc.sourceScopus
dc.sourcetitleJournal of Infrastructure, Policy and Development
dc.titleElevating brand loyalty: Deciphering the impact of airline service quality and customer satisfaction in Bangkok?s aviation industry: Case study low-cost airlinesen_US
dc.typeArticleen_US
dspace.entity.typePublication
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