Main Article Content
The low cost carrier (LCC) segment in the airline industry has grown rapidly in recent years and now accounts for a significant part of the market. This study employs an extended theory of reasoned action to examine the factors that influence passengers’ preference for low cost airlines in Thailand. A survey of 409 passengers was conducted in one major airport in Thailand to test the hypotheses. Results indicated that expected service quality and uncertainty avoidance have both direct and indirect influences on passengers’ attitudes and their preference for LCCs. Moreover, passengers’ attitudes, subjective norms, and airline ticket prices are positively associated with their buying intention. This paper provides managers of LCCs and industry regulators with valuable references that will contribute to developing more effective marketing strategies and customer services to stay competitive.