Factors Influencing the Service Quality of Thai Airways International Flights

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Watcharawin Kamkiew
Pairote Pathranarakul

Abstract

The purposes of this article were to analyze factors influencing the service quality of Thai Airways International Flights, to identify the key problems related to service quality, and to suggest measures for improving the service quality of Thai Airways International Flights. Based on a mixed-method approach, a questionnaire survey of 400 examples from passengers who had experienced flying with Thai Airways at Suvarnabhumi Airport was conducted during the period of June-July 2020, and an in-depth interview of 20 key informants was supplemented for obtaining opinions on service quality improvements. The results found that factors influencing the service quality were covering tangibles, reliability, responsiveness, assurance, empathy, safety, Star Alliance Member airlines, technologies and innovations, service quality strategies, and corporate governance. The key problems in service quality as responded by passengers and key informants gave strong weights on the old model of the aircrafts, passenger seats, and entertainment systems onboard. Besides, technologies for booking and purchasing air tickets were inefficient. Recommendations for improving the service quality of Thai Airways are proposed with priority setting its competitive goal of service quality with the five-star airlines and the World’s Best Airline by Skytrax. Thai Airways also should have a clear strategic policy direction towards good corporate governance, free from political intervention, sustainable human resources, and organizational development.

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