A case study of Europe flights by Thai national carrier

In the dynamic landscape of the global airline industry, there is an unprecedented surge in growth. Amidst this remarkable expansion, Thailand's aviation sector plays a pivotal role in driving economic prosperity through employment, tourism, and GDP contribution. Nevertheless, full-service airlines encounter challenges in maintaining competitiveness. While price remains a primary competitive factor, full-service airlines targeting passengers seeking premium services can't solely rely on price competitiveness. Therefore, service quality emerges as a crucial determinant, particularly in meeting the high standards of service delivery essential for satisfying Business Class passengers. By elevating the passenger experience in Business Class, airlines can position themselves as premium carriers, effectively attracting discerning travelers willing to pay a premium for an opulent journey. This study utilizes Thai National Carrier Europe flights Business Class as a case study since Thai National Carrier operates in a highly competitive landscape as a full-service national carrier, and Europe is a key market for many international airlines. Additionally, Europe offers diverse customer demographics, allowing for a nuanced understanding of the varied expectations and preferences of an international clientele. This study employs quantitative methods alongside the SERVQUAL model and Skytrax's Long-haul Business Class rating criteria to evaluate the current level of passenger in-flight satisfaction, pinpoint pivotal service factors influencing in-flight satisfaction and propose recommendations for enhancing the in-flight satisfaction of Business Class passengers on their Europe flights. By identifying and prioritizing these service factors, airlines can prioritize improvements in service delivery, ultimately optimizing passenger satisfaction and remain competitive in the industry. Furthermore, the insights gleaned from this investigation may provide valuable guidance not only to Thai National Carrier but also to other carriers seeking to excel in offering exceptional in-flight experiences amidst the rigors of industry competition.