The low-cost airlineindustry in Tha

The
low
-
cost airline
industry in
Thailand
is one of the largest in the
Asian country
and one of the fast growing globall
y.
Loyalty is an important issue for the
sustainability of business of the companies. Relationships with the customers should
be built
well in order to achieve their
satisfaction and consequently loyalty.
Furthermore, the airlines sector has its own specif
ic circumstances to be considered in
order to earn the customer satisfaction. In this study the
service
marketing mix
and
service quality
are the most important factors that affect the
low
-
cost airline
passenger
satisfaction and loyalty
in Thailand
.
The co
ncept of marketing mix divided into
product and service marketing mix. In this study would focus on the service
marketing mix. The service marketing mix consists of 7 P’s (Product, Price, Place,
Promotion, People, Physical Evidence, and Process).
To measur
e functional quality
and perceived quality satisfaction in the low
-
costs airline industry, there are some
models. However, in this study, the proposed model was developed by the help of the
most popular and complete service quality measurement model of SER
VQUAL