ANALYZING PASSENGERS’ BEHAVIORAL INTENTION TO USE LOW COST CARRIERS IN THAILAND

Abstract

The airline industry’s low cost carrier (LCC) segment has grown rapidly in recent years and now accounts for a significant part of the market. This study employs an extended theory of reasoned action to examine the factors that influence passengers’ preference for low cost airlines in Thailand. A survey of 409 passengers was conducted in one major airport in Thailand to test the hypotheses. The results indicate that expectations of service quality and uncertainty avoidance have both direct and indirect influences on passengers’ attitudes and preference for LCCs. Moreover, passengers’ attitudes, subjective norms, and airline ticket prices are positively associated with passengers’ purchase intention. This paper provides managers of LCCs and industry regulators valuable references for developing highly effective marketing strategies and customer service to stay competitive