IMPACT OF AIRPORT SERVICE QUALITY, IMAGE, AND PERCEIVED VALUE ON LOYALTY OF PASSENGERS IN SUVARNABHUMI AIRPORT SERVICE OF THAILAND

Abstract

Suvarnabhumi Airport is a gateway to Thailand and Asia. It attracts inbound-, outbound- and transit passengers. The objectives of this study were to develop an airport service quality, image and perceived value framework for the loyalty of passengers and to study the direct, indirect and total effects of the factors that influence the loyalty of passengers who used the service at Suvarnabhumi Airport. This quantitative research method uses the questionnaire as a tool for collecting data from 400 passenger samples. According to the Structural Equation Modelling analysis, airport service quality, image and perceived value have had a positive effect on loyalty that airport service quality mainly has an impact on passenger loyalty. There are four latent dimensions of airport service quality, namely, essential services; comfort, convenience and enjoyment; security, customs and passport control; and special facilities, that can help develop loyalty. Perceived value and image on airport administration and management had a significant direct effect to passenger loyalty. Improving these facotrs in order to attract passenger interest and attention can lead to the development of airport organization performance, and to increase competitiveness as an aviation hub in this region.