Consumer behavior and decision marking toward full-service airlines.

Abstract

The competition in the aviation business is intensifying across the world, thus knowing the preferences of passengers is becoming more critical than ever. Both full-service airlines and low-cost airlines have to clarify what kind of products or services their customers need and expect. This study aims to identify the criteria that influence passengers in Thailand to choose full-service airlines and to prioritize those factors in terms of importance. The results indicate that ‘Service quality’ is the most important criterion for choosing a full-service airline, followed by promotion prices and safety standards. The content of this thematic paper presents in-depth discussion of the results and insights acquired from both airline passengers and airline employees in Thailand, using semi-structured interviews.