Factors Influencing Service Users’ Satisfaction on Thai AirAsia, a Low Cost Airline, in Bangkok Metropolis

Abstract

The purposes of this research were to study factors influencing service users’ satisfaction on Thai AirAsia, a low cost airline, in Bangkok Metropolis with the concept frame of the applied reserach based on American Customer Satisfaction Index (ACSI) Simple random sampling techique was applied to select 400 service users of Thai AirAsia, a low cost airline, in Bangkok Metropolis to answer questionnaire. Data were analyzed by interferential statistics consisting of t-test, F-test, Least-Square test (LSD), and correlation analysis. Research findings revealed that ; quality and value perception, and loyalty relevant to service users’ satisfaction on Thai AirAsia, a low cost airline, in Bangkok Metropolis were satistically significant at the level of 0.01 in the same direction, and ; expectation and complaint had statistically significant relationship with service users’ satisfaction on Thai AirAsia, a low cost airline, in Bangkok Metropolis at the level of 0.01 in the opposite direction. These results implied that less expecting service users, upon using the services, would be very satisfied with the services, and the service users who were very satisfied with the services so provided would had less or non complaints.