Passenger’s Expectation for Service Quality of New Service Innovation of Airports in Thailand

Abstract

          This exploratory research aims to study ; 1)passenger acceptance of service innovations in airports in Thailand, 2) passenger expectations of service quality towards new service innovations in airports in Thailand, and 3) the influence of acceptance of service innovations that affect service quality expectations of new service innovations, by applying service marketing theory (Service Marketing:7Ps) to evaluate the quality of service innovations currently in use and the SERVQUAL concept in evaluating service quality expectations. The population in this research is unknown. The sample group was Thai passengers who had travel experience and had used service innovations within Thailand's airports, a total of 416 people, using a systematic sampling method. The tools used to collect the data were questionnaires created from theories and related research. Statistics used in data analysis include frequency, percentage, mean, and standard deviation. and regression analysis.
          The research results found that Thai passengers are generally accepting of service innovations at a high level (  = 3.94). The aspect that is most accepted is the Process. As for the overall service quality expectations of passengers, It is at a high level (  = 4.22). The aspect that passengers have the highest expectations for service quality is responsiveness and the results of the analysis of the influence of passenger acceptance of service innovations that affect service quality expectations of innovations found that acceptance of product service innovations has the greatest impact on service quality expectations was Empathy with a β value of 1.00 which able to predict 100 percent (R² = 1.000). Results from this research, airports or related agencies can use the results as guidelines for further development of the quality of service innovations.