Factors that affect customer satisfaction of Thai Lion Air, a low-cost airline, in Bangkok Metropolis

Abstract

The main objective of this study is to understand factors that affect customer satisfaction of Thai Lion Air, a low-cost airline, in Bangkok Metropolis. The research population were customers of Thai Lion Air residing in Bangkok Metropolis. The 400 subjects were selected based on purposive sampling method. The author used both descriptive and inference statistics to determine the factors that affect customer satisfaction of Thai Lion Air, a low-cost airline, in Bangkok Metropolis. The descriptive statistics used were Frequency, Percentage, Mean, and Standard deviation. Furthermore, the inference statistics involved were t-test, One-way Analysis of Variance (ANOVA), F-test, multiple comparison test and Pearson correlation coefficient. The findings indicated that demographical characteristics factors, education has different effects on customer satisfaction. It is statically significant at the 0.01 level. Customer expectation, perceived quality, perceived value, and loyalty shared the same direction toward customer satisfaction. However, they were statically insignificance. Meanwhile, the direction of customer complaint factor is negative. It is statically significant at the 0.01 level.