Factors influencing service quality of Thai airways international flights

Abstract

The purposes of this research are to analyze factors influencing the service quality of Thai Airways International Flights, to identify key problems related with service quality, and to suggest measures for improving the service quality of Thai Airways International Flights. Based on mixed-method approach, a questionnaire survey of 400 examples from Thai and foreign passengers who had experienced in flying with Thai Airways International Flights (TG) at Suvarnabhumi Airport was conducted during the period of June-July, 2020. Qualitative research technique through an in-depth interview of 20 key informants was supplemented for collecting qualitative data on opinions. The results of the study found that factors influencing the service quality of Thai Airways International Flights covering: 1) tangibles; 2) reliability; 3) responsiveness; 4) assurance; 5) empathy; 6) safety; 7) Star Alliance member airlines; 8) technologies and innovations; 9) the new service quality strategies; and 10) corporate governance.

The key problems in service quality of Thai Airways International Flights as responded by passengers and key informants gave strong weights on the old mode of the aircrafts, passenger seats, and entertainment systems onboard. In addition, technology for booking and purchasing air tickets was inefficient and unattractive. The service quality of the International Flights was not consistency and the flights were quite often not on time. Passengers had to take the shuttle buses to board the aircraft in the middle of the airport, especially at Suvarnabhumi Airport. There are also issues related with political intervention in administration and corruption of the Thai Airways International Public Company Limited that hinder toward excellent services quality.

Recommendations for improving the service quality of Thai Airways International Flights should provide new aircraft models with comfortable seats together with modern entertainment systems. It should set the competitive goal of service quality with the five-star airlines and the world’s best airlines by Skytrax. Thai Airways International Public Company Limited should have a policy for anti-corruption, free from political intervention, and adopt the concepts of New Public Management (NPM), New Public Service (NPS), and New Public Governance (NPG) for management. It should have a clear roadmap for organizational reform with the new services quality strategies together with human resources development. Furthermore, the services quality for health safety in time of the COVID-19 pandemic should be incorporated in a future business plan for ensuring the service quality of Thai Airways International Flights.