| Title: | The Contemporary Service-Related Issues Affecting the Aviation Industry in Asia and Europe: A Case Study of Passengers in Thailand |
| Author: | Oladipo Oluwaseun Paul |
| Advisor: | ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2569 (2026) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 19th National and International Academic Conference 2026 pp. 1132-1142 Conference Publication Year: 2569 (2026) View |
Abstract
The purpose of this study was to examine the factors influencing customer satisfaction among passengers residing in Thailand who had experience travelling with airlines operating within and between Asia and Europe. These two regions have experienced remarkable growth and transformation over the past two decades. The aviation industry plays a pivotal role in global connectivity and economic development, serving as a key driver of globalization. However, in the modern era, airlines in these regions have faced persistent operational and service quality challenges, including increased passenger volumes, post-pandemic recovery issues, and geopolitical tensions that have disrupted airspace management.
The purpose of this study was to examine the factors influencing Customer Satisfaction within the aviation industry in Asia and Europe. Customer satisfaction served as the dependent variable, while the Marketing Mix (7Ps) and SERVQUAL dimensions served as the independent variables. The study adopted the SERVQUAL framework to measure service quality across five dimensions: tangibles, reliability, responsiveness, assurance, and empathy, reflecting passengers’ perceptions of airline performance. The Marketing Mix (7Ps) model provides further support for analyzing the strategic factors that influence airline service delivery.
A quantitative research design was employed, utilizing structured questionnaires distributed to a sample of 300 respondents residing in Thailand who had experience travelling with airlines operating within and between Asia and Europe. The study utilized a Likert scale (1–5) to assess respondents’ perceptions, with data analyzed through descriptive and inferential statistical methods to test the proposed hypotheses.
Findings reveal that among the Marketing Mix dimensions, only Physical Evidence significantly influenced customer satisfaction, while among the SERVQUAL dimensions, Empathy, Responsiveness, and Assurance emerged as significant predictors. The study offers strategic recommendations to help airlines strengthen service quality and enhance competitiveness in a dynamic global aviation market.
Keywords: aviation industry, customer satisfaction, service quality, SERVQUAL, Marketing Mix (7Ps), Asia, Europe, strategic management, operational challenges.