FACTORS AFFECTING CUSTOMER SATISFACTION AND LOYALTY TOWARDS LOW COST AIRLINE IN THAILAND

Abstract

This research aims to examine the effect of service quality and price toward customer’s satisfaction and loyalty in Thai Low Cost Airline (LCA). The data was collected from the survey of 471 respondents who were passengers of Thai LCA. The data was analyzed using multiple regression to determine the influences of the variable. The correlational value pointed out that that customer’s satisfaction and customer’s loyalty greatly affect each other, followed by service quality and customer’s satisfaction. The least influential variable was between price and customer’s satisfaction and loyalty. Thus, the investigation indicates that the casual correlation of customer’s satisfaction and loyalty is largely interlinked. The local LCA should aims to develop their satisfaction through passenger’s satisfied service quality, mainly via responsiveness quality