A causal model of passenger service quality factors at Suvarnabhumi Airport
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2015
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2558
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eng
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349 leaves
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b190147
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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National Institute of Development Administration. Library and Information Center
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Chomchanai Bunluesintu (2015). A causal model of passenger service quality factors at Suvarnabhumi Airport. Retrieved from: http://repository.nida.ac.th/handle/662723737/4414.
Title
A causal model of passenger service quality factors at Suvarnabhumi Airport
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Abstract
This research on a casual model of passenger service quality factors at
Suvarnabhumi Airport aimed 1) to study integrated marketing communications,
service quality, passenger satisfaction, and passenger loyalty, 2) to analyze both direct
and indirect factors of service quality, and 3) to develop a casual model of passenger
service quality management factors.The hypothesized model was based on the service
quality, satisfaction, and loyalty. The results will be beneficial to airport management
for planning and marketing communications. Both quantitative and qualitative
methods were used. Data were collected during 2014 untill mid 2015. Firstly, indepth
interviews were conducted with the Director of Public Relations Division, the
Director of Planning and Statistics Division, the Senior Officer Terminal Service, the
Senior Officer Building Maintenance, the Executive Officer Suvarnabhumi Airport
one stop service, the Corporate Communications Officer, and non-participant
observations were made at Suvarnabhumi Airport. Documents were analyzed from
newspapers, related news, articles, books, and magazines. Secondly, a survey was
conducted among 900 samples, selected from Suvarnabhumi Airport passengers. The
respondents were over 16 years old, both Thais and foreigners, who had visited the
airport at least once during 2014 untill mid 2015.
Results showed that the model fitted well with the empirical data (χ2/df= 4.98 CFI = .99; RMR = .03; RMSEA = .06; GFI = 0=.95; NFI = .98; AGFI = .86). Service quality had a positive direct effect on passenger satisfaction. Integrated marketing communications had a positive direct effect on passenger satisfaction. Overall passenger satisfaction had a positive direct effect on passenger loyalty. The respondents perceived marketing communications at medium levels, with high levels for service quality, passenger satisfaction, and passenger loyalty. The findings indicated that passenger satisfaction and passenger loyalty should be significantly established focusing on service quality and integrated marketing communications.
Results showed that the model fitted well with the empirical data (χ2/df= 4.98 CFI = .99; RMR = .03; RMSEA = .06; GFI = 0=.95; NFI = .98; AGFI = .86). Service quality had a positive direct effect on passenger satisfaction. Integrated marketing communications had a positive direct effect on passenger satisfaction. Overall passenger satisfaction had a positive direct effect on passenger loyalty. The respondents perceived marketing communications at medium levels, with high levels for service quality, passenger satisfaction, and passenger loyalty. The findings indicated that passenger satisfaction and passenger loyalty should be significantly established focusing on service quality and integrated marketing communications.
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Description
Dissertation (Ph.D.(Communication Arts and Innovation))--National Institute of Development Administration, 2015