Abstract
Purpose – The purpose of this paper is to examine the relationships among the constructs of service
quality, satisfaction, and behavioural intentions in passengers of three low-cost carriers (LCCs)
offering airline services in Thailand.
Design/methodology/approach – A large sample of 1,212 passengers who had travelled on LCCs
in Thailand in the preceding 12 months is surveyed to test four hypothesised relationships among the
constructs of service quality, satisfaction, and behavioural intentions using structural equation
modelling (SEM).
Findings – The study finds that the order of importance of the dimensions of service quality tested
here is: flight schedules; flight attendants; tangibles; and ground staff. Passenger satisfaction with
these service-quality dimensions is found to be very important in explaining behavioural intentions.
Satisfied passengers are mostly influenced by the schedule. Such customers engage in positive
word-of-mouth communication and have high repurchase intentions. Dissatisfied passengers prefer to
change airlines, rather than provide feedback to the LCCs.
Research limitations/implications – The study has not definitively established causality among
the constructs of service quality, satisfaction, and behavioural intentions. Moreover, satisfaction is
based only on service quality. Future research should examine the causality and other possible
satisfaction factors.