Factor Influencing Customer in Low-Cost Airlines
Keywords:
Service Marketing Mix, Corporate Image, Customer Loyalty, Low-Cost AirlinesAbstract
This research aimed to (1) analyze the influence of service marketing mix factors on low-cost airline customer loyalty; and (2) analyze the influence of corporate image on low-cost airline customer loyalty. The study's sample consisted of 400 Thai passengers who had used Nok Air more than once within the past six months and were over 20 years old. Stratified sampling and systematic random sampling methods were employed. Data was collected using questionnaires. The statistical method employed was multiple regression analysis. The results revealed that: (1) service marketing mix factors namely efficiency and quality, physical environment, and price and costs significantly influenced the loyalty of low-cost airline passengers; and (2) corporate image factors specifically location and facilities also significantly influenced passenger loyalty. The findings indicate that service efficiency and quality are the most important positive factors for airlines, while investments in the physical environment and appropriate pricing remain critical considerations for fostering loyalty among low-cost airline passengers, who tend to be value-sensitive.
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