The Influence of the Perceived Customer Orientation of Service Employee on True Loyalty of Service Employees of Low-cost Airline Business in Thailand

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Ekkarat Suwannakul
Rugphong Vongsaroj


This study investigated the influence of customer orientation of low-cost airlines’ service employee (C.O.S.E.) at the firm level (cultivated by the airline) and the individual level on true loyalty. Factors affecting the C.O.S.E. at both levels were also examined. The questionnaire was used to collect data from 373 service employees of 3 major Thai low-cost airlines. This study applied MANOVA to test the hypotheses. The result showed that service employees, from different airlines and those who had different types of employment, duration of employment, and ranges of income, had different degrees of perception toward the firm-level C.O.S.E. Also, service employees, from different airlines and those who had different ages, duration of employment, and ranges of income, had different degrees of perception toward the individual-level C.O.S.E. Multiple Regression Analysis was also used to test the hypotheses. The results revealed that both levels of C.O.S.E. positively influenced true loyalty of service employees (p < .01).

The results also showed that organizational socialization (organizational commitment,
the climate for service, and motivational direction) positively influenced the firm-level C.O.S.E. These factors also influenced employees’ behaviors in person-to-person interaction of positively (p < .01). The dimensions of person-to-person interaction namely motivation to serve, social skill, and technical skill positively affected the individual-level C.O.S.E. (p < .01). Also, basic personality traits namely the need for activity, agreeability, and conscientiousness, positively influenced the individual-level C.O.S.E. However, openness for experience negatively influenced the individual-level C.O.S.E. (p < .01).

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Suwannakul, E. . ., & Vongsaroj, R. . . (2020). The Influence of the Perceived Customer Orientation of Service Employee on True Loyalty of Service Employees of Low-cost Airline Business in Thailand. Dusit Thani College Journal, 14(1), 283–301. Retrieved from
Research Article


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