Guidelines for Developing Thailand's Low-Cost Airlines Business After the Covid-19 Crisis

Abstract

          The objectives of this research were:1) to study factors affecting passengers’ satisfaction of low-cost airline in Thailand; 2 to examine relationship of passengers’ satisfaction and repurchasing intention of low-cost airline in Thailand; and 3) to study guidelines for developing Thailand's low-cost airlines business after the COVID-19 crisis. This research was a mixed methods research: the quantitative research consisted of a sample of 400 people. The tool was a questionnaire. Data were analyzed using percentage, mean, standard deviation, One-way ANOVA, Chi-square, t-test, F-test and multiple regression analysis. The findings of 1) factor affecting repurchasing intention showed that passengers’ satisfaction in the highest average, followed by image of low-cost airlines, perceived value and price and service quality; 2) relationship of factors influencing repurchasing intention including perceived value, airline’s image and passengers’ satisfaction was 0.622 (t=4.233, Sig. = 0.001), variability could be explained by 0.82 (R²_Adjusted =0.082). the qualitative research was conducted by in-depth interviews with 30 people and discussion with a group of 9 low-cost airline executives in order to discover guidelines for developing Thailand's low-cost airlines business after the COVID-19 crisis that including the service quality,  image of low-cost airlines and perceived value and price, respectively.