The Influence of Perceived Service Quality on Customer Loyalty among Passengers Using Low - Cost Carriers in Thailand
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Abstract
This research aimed to investigate the influence of perceived service quality on customer loyalty among passengers using low-cost carriers (LCCs) in Thailand. The sample consisted of 384 individuals who had used LCC services in the country. Data was collected using a questionnaire, and the analysis employed mean scores, t-tests, and multiple regression analysis. The results revealed the following: 1) The perceived service quality of LCC passengers was at a high level; 2) Customer loyalty was found to be high, with attitudinal loyalty at a very high level and behavioral loyalty at a high level; 3) There were no significant differences between Thai and foreign passengers in their perceptions of overall and specific aspects of service quality; 4) Thai and foreign passengers also showed no significant differences in overall and specific aspects of customer loyalty; and (5) Only one dimension of perceived service quality—reliability and trust—significantly influenced customer loyalty, accounting for 19.90% of the variance, with a regression coefficient of .126, significant at the .05 level.
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