Determination of Factors That Influence Passengers' Airline Selection

190 Pages·2015·3.12 MB·English

by  Thapanat Buaphiban

Dissertations and Theses
4-2015
DDeetteerrmmiinnaattiioonn ooff FFaaccttoorrss TThhaatt IInnflfluueennccee PPaasssseennggeerrss’’ AAiirrlliinnee
SSeelleeccttiioonn:: AA SSttuuddyy ooff LLooww CCoosstt CCaarrrriieerrss iinn TThhaaiillaanndd
Thapanat Buaphiban
Embry-Riddle Aeronautical University - Daytona Beach
Follow this and additional works at: https://commons.erau.edu/edt
Part of the Management and Operations Commons, and the Tourism and Travel Commons
SScchhoollaarrllyy CCoommmmoonnss CCiittaattiioonn
Buaphiban, Thapanat, "Determination of Factors That Influence Passengers’ Airline Selection: A Study of
Low Cost Carriers in Thailand" (2015). Dissertations and Theses. 157.
https://commons.erau.edu/edt/157
This Dissertation - Open Access is brought to you for free and open access by Scholarly Commons. It has been
accepted for inclusion in Dissertations and Theses by an authorized administrator of Scholarly Commons. For
more information, please contact [email protected].
Determination of Factors That Influence Passengers’ Airline Selection: A Study of
Low Cost Carriers in Thailand

by

Thapanat Buaphiban

A Dissertation Submitted to the College of Aviation
in Partial Fulfillment of the Requirements for the Degree of
Doctor of Philosophy in Aviation

Embry-Riddle Aeronautical University
Daytona Beach, Florida
April 2015
© 2015 Thapanat Buaphiban

All Rights Reserved

ABSTRACT
Researcher: Thapanat Buaphiban
Title: Determination of Factors That Influence Passengers’ Airline Selection: A
Study of Low Cost Carriers in Thailand
Institution: Embry Riddle Aeronautical University
Degree: Doctor of Philosophy in Aviation
Year: 2015
This research examined the factors that influenced the airline selection of Low Cost
Carriers (LCCs) in Thailand. The research was justified based on the rapid growth of
LCC travel in Thailand, particularly in domestic and regional travel. There is a relative
lack of successful explanation of the choice of LCCs in Thailand, with only a few studies
addressing topics like passenger satisfaction and perceptions of service quality.
Following an extensive literature review, the author used a theoretical framework based
on the Theory of Planned Behavior (TPB) (Ajzen, 1991) in order to explain passenger
behavioral intentions. This framework was supplemented by airline operational and
marketing factors identified from the literature, including Price, Service Quality, Airline
Reputation, Airline Safety, Route Availability and Convenience, and Frequent Flier
Programs. A large scaled survey was sent to Thai LCC passengers at major airports in
Thailand. The final sample (n = 781) was predominantly working-age, female, highly
educated, and with average incomes. In general, they flew frequently (two to three times
a year or more). In order to test the relationship among the external factors, TPB factors,
behavioral intentions, and actual behavior, Structural Equation Modeling (SEM) was
iii
conducted. Results showed that Subjective Norms, Perceived Behavioral Control, Airline
Reputation, Price, and Service Quality had a positive impact on Behavioral Intentions,
while Behavioral Intentions positively influenced Buying Behavior. This research has
important implications both in academia and industry. It indicates that LCC passengers
are not merely driven by price as concluded by economic studies in LCC selection.
Instead, factors like service quality, airline reputation, and social acceptability implied by
subjective norms play a significant role in the choice of LCCs over Full Service Carriers
(FSCs). Additionally, the results of this research provide LCCs with useful guidance to
form appropriate strategies to attract more passengers: protecting price leadership,
improving service quality, enhancing public image, and maintaining route diversity.

iv
DEDICATION
I dedicate this dissertation to my belove family (mom, dad, Gammy, and Golf)
and dear friends (Mason, Patoo, Jeerasak, Waragorn, and Chanchai) who always support
and encourage me. I would also like to dedicate my dissertation to all faculty members,
my advisor (Dr.Truong), and classmates who have supported me throughout the process.

v
vi
ACKNOWLEDGEMENTS
I would like to thank my committee members for the guidance and
encouragement. And I would like to give a special thank to Dr.Truong who is my
committee chair. Without his help, this dissertation would have been impossible.
vii
TABLE OF CONTENTS
Page
Committee Signature Page ................................................................................................. ii
Abstract .............................................................................................................................. iii
Dedication ........................................................................................................................... v
Acknowledgements ............................................................................................................ vi
List of Tables ..................................................................................................................... xi
List of Figures ................................................................................................................... xii
Chapter I Introduction .............................................................................................. 1
Background of the Study ................................................................ 2
Statement of the Problem ................................................................ 7
Purpose Statement ........................................................................... 8
Research Question .......................................................................... 8
Significance of the Study .............................................................. 10
Delimitations ................................................................................. 11
Limitations and Assumptions ....................................................... 12
Definition of Terms ....................................................................... 13
List of Acronyms .......................................................................... 14
Chapter II Review of the Relevant Literature .......................................................... 15
Low Cost Carriers ......................................................................... 15
Low Cost Carriers and Airline Selection ...................................... 17
Foundational Theories .................................................................. 20
viii