Thai Consumer's Expectations and Satisfaction of Services Obtained from Domestic Low-cost Airlines

This paper aims to study Thai consumers' expectations and satisfaction of services obtained from domestic low-cost airlines. Service marketing mix is employed to compare and analyze the effects on the two components. Relationships between personal characteristics and the consumer's expectations and domestic low-cost airline service satisfaction are analyzed. Employs sampling method on 400 Thai people who live in Bangkok and have used air transportation to travel. A random convenience sampling technique together with surveys is used to collect data. The results found that at 0.05 significance level demographic characteristics such as gender, age, education, income and occupation do not affect Thai consumer's expectations and satisfaction of services obtained from different low-cost airlines. However, each aspect of the service marketing mix (7P'S) affects the Thai consumer's expectations and satisfaction of services obtained from different low-cost airlines differently. Major aspects of 7P'S that concern Thai low-cost airline consumer's expectations and satisfaction include places, people and physical evidence.