The Investigation of Relationship Between Airport Image, Customer Satisfaction, Word-Of-Mouth and Complaint of Airport : A Case Of Phuket International Airport


  • theeraphan sanguangwong คณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏภูเก็ต


Airport, Image, satisfaction, complaint, word-of-mouth


Airport was vital in creating the first impression about foreign tourists travelling each destination. It was assumed that the impressive image of the airport will help create a delightful experience for tourists. This study examined the influencing the relationship between airport image, customer satisfaction, positive word-of-mouth and complaint in foreign customers’ perspective in Phuket International Airport. The quantitative method was used. The research was collected with questionnaire from 275 foreign customers in Phuket International Airport. The structural equation modeling was employed as the main method of data analysis. The results showed direct effect and indirect effect in relationship model between airport image, customer satisfaction, positive word-of-mouth and complaint. The direct effect showed that the first and second path way; airport image positively affected on customer satisfaction and positive word-of-mouth. The third path way, airport image did not influence on complaint. The fourth path way, customer satisfaction positively affected on positive word-of-mouth. The fifth path way, customer satisfaction negatively affected on complaint. The indirect path way showed that airport image positively affected on positive word-of-mouth via customer satisfaction; and airport image negatively affected on complaint via customer satisfaction. This results can be used to improve the airport image as well as customer’s satisfaction. Moreover, the customer will be increasing word-of-mouth and reducing complaints.


Download data is not yet available.


กรมการท่องเที่ยว. (2563). สถิติการท่องเที่ยว. กรุงเทพฯ : กรมการท่องเที่ยว.

สำนักงานคณะกรรมการพัฒนาการเศรษฐกิจและสังคมแห่งชาติ. (2560). แผนพัฒนาเศรษฐกิจและสังคมแห่งชาติฉบับที่ 12 (พ.ศ.2560-2564). กรุงเทพฯ : สำนักงานคณะกรรมการพัฒนาการเศรษฐกิจและสังคมแห่งชาติ.

Aliouche, E. H., & Schlentrich, U. A. (2011). Towards a strategic model of global franchise expansion. Journal of Retailing, 87(3), 345-365.

Archana, R., & Subha, M. (2012). A study on service quality and passenger satisfaction on Indian Airlines. International Journal of Multidisciplinary Research, 2(2), 50-63.

Ariffin, A. A. M., & Yahaya, M. F. (2013). The relationship between airport image, national identity and passengers delight: A case study of the Malaysian low cost carrier terminal (LCCT). Journal of air transport management, 31, 33-36.

Barich, H., & Kotler, P. (1991). A framework for marketing image management. Sloan management review, 32(2), 94-104.

Bergel, M., & Brock, C. (2018). The impact of switching costs on customer complaint behavior and service recovery evaluation. Journal of Service Theory and Practice, 28(4), 458-483.

Bezerra, G. C., & Gomes, C. F. (2016). Measuring airport service quality: A multidimensional approach. Journal of air transport management, 53, 85-93.

Bezerra, G. C., & Gomes, C. F. (2019). Determinants of passenger loyalty in multi-airport regions: Implications for tourism destination. Tourism Management Perspectives, 31, 145-158.

Bezerra, G. C., & Gomes, C. F. (2020). Antecedents and consequences of passenger satisfaction with the airport. Journal of air transport management, 83, 101766.

Bogicevic, V., Yang, W., Cobanoglu, C., Bilgihan, A., & Bujisic, M. (2016). Traveler anxiety and enjoyment: The effect of airport environment on traveler's emotions. Journal of air transport management, 57, 122-129.

Bohl, P. (2014). The impact of airport shopping environments and dwell time on consumer spending. Vezetéstudomány-Budapest Management Review, 45(11), 11-24.

Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52-68.

Buttle, F. A. (1998). Word of mouth: Understanding and managing referral marketing. Journal of strategic marketing, 6(3), 241-254.

Chen, J. K. C., Batchuluun, A., & Batnasan, J. (2015). Service innovation impact to customer satisfaction and customer value enhancement in airport. Technology in Society, 43, 219-230.

Cho, W., Windle, R. J., & Dresner, M. E. (2015). The impact of low-cost carriers on airport choice in the US: A case study of the Washington–Baltimore region. Transportation Research Part E: Logistics and Transportation Review, 81, 141-157.

Chow, C. K. W. (2015). On-time performance, passenger expectations and satisfaction in the Chinese airline industry. Journal of air transport management, 47, 39-47.

Dobruszkes, F., Givoni, M., & Vowles, T. (2017). Hello major airports, goodbye regional airports? Recent changes in European and US low-cost airline airport choice. Journal of air transport management, 59, 50-62.

Farooq, M. S., Salam, M., Fayolle, A., Jaafar, N., & Ayupp, K. (2018). Impact of service quality on customer satisfaction in Malaysia airlines: A PLS-SEM approach. Journal of air transport management, 67, 169-180.

Fernandes, T., & Esteves, F. (2016). Customer engagement and loyalty: A comparative study between service contexts. Services Marketing Quarterly, 37(2), 125-139.

Figueiredo, T., & Castro, R. (2019). Passengers perceptions of airport branding strategies: The case of Tom Jobim International Airport–RIOgaleão, Brazil. Journal of air transport management, 74, 13-19.

Hair, J. F., Anderson, B. W., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis with reading (Vol. 8th). New Jersey : Prentice-Hall.

Harrison-Walker, L. J. (2001). The measurement of word-of-mouth communication and an investigation

of service quality and customer commitment as potential antecedents. Journal of service research, 4(1), 60-75.

He, H., & Harris, L. (2014). Moral disengagement of hotel guest negative WOM: Moral identity centality, moral awareness, and anger Annals of Tourism Research, 45, 132-145.

Hu, K. C., & Huang, M. C. (2011). Effects of service quality, innovation and corporate image on customer’s satisfaction and loyalty of air cargo terminal. International Journal of Operations Research, 8(4), 36-47.

Hu, N., Zhang, T., Gao, B., & Bose, I. (2019). What do hotel customers complain about? Text analysis using structural topic model. Tourism Management, 72, 417-426.

Hua, W., Chan, A., & Mao, Z. (2009). Critical success factors and customer expectation in budget hotel segment—A case study of China. Journal of Quality Assurance in Hospitality & Tourism, 10(1), 59-74.

Huang, S., & Hsu, C. (2009). Effects of travel motivation, past experience, perceived constraint, and attitude on revisit intention. Journal of travel research, 48(1), 29-44.

Hussain, R., Al Nasser, A., & Hussain, Y. K. (2015). Service quality and customer satisfaction of a UAE-based airline: An empirical investigation. Journal of air transport management, 42, 167-175.

Jen, W., LU, M. L., Hsieh, E.-H., Wu, Y.-H., & Chan, S.-M. (2013). Effects of airport servicescape on passengers’ satisfaction: A hierarchical approach and importance-performance analysis. Journal of the Eastern Asia Society for Transportation Studies, 10, 2223-2234.

Jeon, S., & Kim, M.-s. (2012). The effect of the servicescape on customers’ behavioral intentions in an international airport service environment. Service Business, 6(3), 279-295.

Jiang, H., & Zhang, Y. (2016). An assessment of passenger experience at Melbourne Airport. Journal of air transport management, 54, 88-92.

Kandampully, J., Juwaheer, T. D., & Hu, H.-H. (2011). The influence of a hotel firm's quality of service and image and its effect on tourism customer loyalty. International Journal of Hospitality & Tourism Administration, 12(1), 21-42.

Kandampully, J., Zhang, T., & Bilgihan, A. (2015). Customer loyalty: a review and future directions with a special focus on the hospitality industry. International Journal of Contemporary Hospitality Management, 27(3), 379-414.

Katz, E., & Paul, F. (1955). Personal influence: The part played by people in the Flow of mass Communications. Glencoe, Illinois : The Free Press.

Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity. Upper Saddle River, NJ : Prentice-Hall.

Kim, M.-H., Park, J.-W., & Choi, Y.-J. (2016). A study on the effect of airport choice attributes on airport users’ satisfaction and behavioural intentions: The case of Gimpo international airport. Journal of Airport Management, 10(2), 145-157.

Kim, S., & Kim, H. (2015). Moderating effects of tourists' novelty-seeking tendencies on the relationship between satisfaction and behavioral intention. Tourism Analysis, 20(5), 511-522.

Knox, G., & Van Oest, R. (2014). Customer complaints and recovery effectiveness: A customer base approach. Journal of Marketing, 78(5), 42-57.

Lee, K., & Yu, C. (2018). Assessment of airport service quality: A complementary approach to measure perceived service quality based on Google reviews. Journal of air transport management, 71, 28-44.

Lee, T. H., & Hsu, F. Y. (2013). Examining how attending motivation and satisfaction affects the loyalty for attendees at aboriginal festivals. International Journal of Tourism Research, 15(1), 18-34.

Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458-468.

Liu, C.-H. S., & Lee, T. (2016). Service quality and price perception of service: Influence on word-of-mouth and revisit intention. Journal of air transport management, 52, 42-54.

Lovelock, C., & Wirtz, J. (2011). Service Marketing: People, Technology, Strategy. New Jersey: Pearson Education.

Martin, D. (2010). Uncovering unconscious memories and myths for understanding international tourism behavior. Journal of business research, 63(4), 372-383.

Moffitt, M. A. (1994). Collapsing and integrating concepts of "public" and" image" into a new theory. Public Relations Review, 20(2), 159-170.

Munusamy, J., & Chelliah, S. (2011). An investigation of impact of service strategy on customers' satisfaction in the budget airline industry in Malaysia: a case study of Air Asia. Contemporary Marketing Review, 1(1), 1-13.

Nesset, E., & Helgesen, O. (2014). Effects of switching costs on customer attitude loyalty to an airport in a multi-airport region. Transportation Research Part A: Policy and Practice, 67, 240-253.

Newsom, D., Turk, J., & Kruckeberg, D. (2012). Cengage Advantage Books: This is PR: The Realities of Public Relations (11th ed.). New York : Cengage Learning.

Nghiem-Phu, B. (2015). A confirmation of the four-component structure of destination image, and their relationships with tourists’ loyalty. European Journal of Tourism Research, 11, 147-153.

Nghiem-Phu, B., & Suter, J. R. (2018). Airport image: An exploratory study of McCarran International Airport. Journal of air transport management, 67, 72-84.

Pantouvakis, A., & Renzi, M. F. (2016). Exploring different nationality perceptions of airport service quality. Journal of air transport management, 52, 90-98.

Park, J., & Jung, S. (2011). Transfer passengers' perceptions of airport service quality: A study of Inchoen International Airport. International Business Research, 4(3), 75-82.

Park, K., & Park, J.-W. (2018). The effects of the servicescape of airport transfer amenities on the behavioral intentions of transfer passengers: A case study on Incheon International Airport. Journal of air transport management, 72, 68-76.

Prebezac, D., Mikulic, J., & Jurkovic, P. (2010). Passenger perceptions of airport service performance--a three-dimensional importance-performance analysis. Acta turistica, 22(2), 161-177.

Prentice, C., & Kadan, M. (2019). The role of airport service quality in airport and destination choice. Journal of retailing and Consumer Services, 47, 40-48.

Rezaei, S., Mazaheri, E., & Azadavar, R. (2017). Determinants of experienced tourists’ satisfaction and actual spending behavior: A PLS path modelling approach. International Journal of Culture, Tourism and Hospitality Research, 11(2), 157-181.

Shi, Y., Prentice, C., & He, W. (2014). Linking service quality, customer satisfaction and loyalty in casinos, does membership matter? International Journal of Hospitality Management, 40, 81-91.

Sinanovic, L., & Pestek, A. (2014). The role of public relations in building the image of higher education institution: The case of school of economics and business in Sarajevo. Paper presented at the 7th international conference ices, Sarajevo: School of economics and business in Sarajevo.

Stepchenkova, S., Kim, H., & Kirilenko, A. (2015). Cultural differences in pictorial destination images: Russia through the camera lenses of American and Korean tourists. Journal of travel research, 54(6), 758-773.

Stephenson, C., Lohmann, G., & Spasojevic, B. (2018). Stakeholder engagement in the development of international air services: A case study on Adelaide Airport. Journal of air transport management, 71, 45-54.

Subha, M., & Archana, R. (2013). Identifying the Dimensions of Service Quality as Antecedents to Passenger Satisfaction of Rajiv Gandhi International Airport. Journal of Contemporary Research in Management, 8(2), 34-56.

Taheri, B., Olya, H., Ali, F., & Gannon, M. J. (2019). Understanding the influence of airport servicescape on traveler dissatisfaction and misbehavior. Journal of travel research, 59(6), 1008-1028.

Tan, W.-K. (2017). The relationship between smartphone usage, tourist experience and trip satisfaction in the context of a nature-based destination. Telematics and Informatics, 34(2), 614-627.

Tsai, W.-H., Hsu, W., & Chou, W.-C. (2011). A gap analysis model for improving airport service quality. Total Quality Management & Business Excellence, 22(10), 1025-1040.

Verhagen, T., Nauta, A., & Feldberg, F. (2013). Negative online word-of-mouth: Behavioral indicator or emotional release? Computers in Human Behavior, 29, 1430-1440.

Wiredja, D., Popovic, V., & Blackler, A. (2019). A passenger-centred model in assessing airport service performance. Journal of Modelling in Management, 14(2), 492-520.

Wong, B. K. M., Musa, G., & Taha, A. Z. (2017). Malaysia my second home: The influence of push and pull motivations on satisfaction. Tourism Management, 61, 394-410.

Wu, H.-C., & Cheng, C.-C. (2013). A hierarchical model of service quality in the airline industry. Journal of Hospitality and Tourism Management, 20, 13-22.

Yacouel, N., & Fleischer, A. (2012). The role of cybermediaries in reputation building and price premiums in the online hotel market. Journal of travel research, 51(2), 219-226.

Yang, C.-W., Lu, J.-L., & Hsu, C.-Y. (2014). Modeling joint airport and route choice behavior for international and metropolitan airports. Journal of air transport management, 39, 89-95.

Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: a structural model. Tourism Management, 26(1), 45-56.

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1993). The nature and determinants of customer expectations of service. Journal of the academy of Marketing Science, 21(1), 1-12.

Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1990). Delivering quality service: Balancing customer perceptions and expectations. New York : Simon and Schuster.



How to Cite

sanguangwong ธ. . . . (2021). The Investigation of Relationship Between Airport Image, Customer Satisfaction, Word-Of-Mouth and Complaint of Airport : A Case Of Phuket International Airport. Journal of Accountancy and Management, 13(4), 127–147. Retrieved from



Research Articles