Key Determinants of Airline Loyalty Modeling in Thailand

Abstract

The airline industry in Thailand has grown enormously over the past decade. Competition among airline companies to reach market share and profit has been intense, requiring strong strategic abilities. To increase the service quality of such companies, identifying factors related to the context of airlines is important for policymakers. Thus, this study aims to present empirical data on structural factors related to the loyalty of domestic airline passengers. Structural equation modeling was used to confirm the proposed model. The questionnaire was used to survey and collect data from 1600 airline passengers. The results indicate that satisfaction, trust, perceived quality, relationship, and image of airlines positively influenced loyalty with a statistical significance of α = 0.05. Moreover, the study found that expectation and perceived quality indirectly influenced loyalty. The findings provide a reference for airline operators to clearly understand the factors that motivate passenger loyalty, which can be used to develop the sustainability of marketing strategies and support competitiveness.