影響泰國乘客選擇廉價航空公司的關鍵因素

Key Factors Affecting Thai Passengers' Selection of Low Cost Airlines

近年來，全球航空產業蓬勃成長，而廉價航空也已獲得消費者青睞並取得市占率。尤其在泰國，廉價航空迅速提升競爭力，並從全服務航空公司搶得顯著市占率。本研究目的是，找出影響泰國乘客選擇廉價航空公司的關鍵因素及其優先順序，並提出建議以幫助在泰國的廉價航空公司發展有效行銷策略，以提升其競爭優勢並增加顧客滿意度。本研究首先從文獻建構出具4個構面19個關鍵因素的層級分析架構，接著進行問卷調查。問卷調查結果顯示，4個構面的優先順序為：航空公司、服務品質、飛航管理、飛機。而19個因素的優先順序為：價格、準點、飛安紀錄、可靠度、回應性、航班可取得性、舒適性、清潔性、品牌形象、促銷和廣告、同理心、航班廣播、服務供應鏈、有行的、保證、機上設施、誤班津貼、聯盟、機上娛樂。最後，依據研究結果，本研究提出建議給在泰國的廉價航空公司，以維持廉價航空公司的適度成長。

In the past few years, the global airline industry has grown dramatically, as low cost airlines have evidently gained demand and market share. In particular, low cost airlines in Thailand have increased their competitiveness rapidly and earned a significant share of the market from full service airlines. The purpose of this study is to find the key factors affecting Thai passengers' selection of low cost airlines and use this outcome as a guideline for low cost airlines in Thailand to efficiently develop marketing strategies, in order to gain a competitive advantage and ultimately achieve passenger satisfaction. In this study, 4 dimensions and 19 factors influencing airline selection, obtained from literature review, were used. A questionnaire was designed and distributed to Thai passengers, after which the AHP methodology was utilized to obtain the relative priorities of the dimensions and factors. We find that the rank of importance of the 4 dimensions is: airline corporate, service quality, flight management, and airline aircraft. The rank of the 19 factors is: price, punctuality, safety record, reliability, responsiveness, flight availability, comfort, cleanliness, brand image, promotion and advertising, empathy, flight announcement, service supply chain, tangibles, assurance, facilities, flight compensation, alliance, and entertainment. Lastly, we provide suggestions to low cost airlines in Thailand, so that the favorable growth of these airlines can be sustained.