SERVICE QUALITY ANALYSIS OF LOW COST AIRLINES USING KANO MODEL ATTRIBUTES
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Abstract
This research is a quantitative study with the objective of analyzing service quality based on the Kano model attributes and proposing strategies to improve the service quality of low-cost airlines within Thailand. The data collection was carried out using a questionnaire with convenience sampling, targeting passengers of low-cost airlines, and a total of 393 respondents were selected based on Cochran’s formula. The collected data was then analyzed using the Kano model, with percentage frequency values being calculated. The findings of the research indicated that the service quality of low-cost airlines could be categorized according to specific attributes. The first category of attributes identified were one-dimensional attributes, consisting of 14 characteristics. These characteristics include airline staff providing equal service to passengers, ensuring that airline staff understand customer inquiries and offer complete responses, ensuring proper handling of passenger baggage, providing safe flights that comply with international safety standards, offering sufficient information on the airline’s website, having a user-friendly flight booking process on the airline’s website, ensuring that flights are punctual, maintaining a reliable image for the airline, having staff with professional knowledge and skills, staff effectively managing unexpected situations, providing polite service to passengers, offering timely responses and resolutions to passenger issues, handling service complaints efficiently, and ensuring that flight attendants are willing to assist passengers when necessary. The second category consists of indifferent attributes, consisting of 6 characteristics. These attributes are staff providing personalized attention to passengers, offering reasonable service prices, providing favorable flight schedules, ensuring sufficient flight availability, offering a variety of flight routes, and offering paid food and beverage services onboard flights. The results of this study suggest that enhancing these specific attributes will help low-cost airlines remain competitive in the market. By improving service quality, airlines can achieve higher levels of customer satisfaction, which will ultimately lead to greater customer loyalty and continued patronage in the future.
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