Determinants of Thai Airways passenger trust: A structural equation model analysis

Suchat Lainamngern; Sudaporn Sawmong

Article Details

Research Article Volume 13 Issue 03

Determinants of Thai Airways passenger trust: A structural equation model analysis

Suchat Lainamngern • Sudaporn Sawmong

Published: 31 Mar 2019 Issue:Volume 13 Issue 03 Apr 2019 Author details below

Suchat Lainamngern

King Mongkut’s Institute of Technology Ladkrabang (KMITL) Faculty of Administration and Management Bangkok, Thailand

Sudaporn Sawmong

King Mongkut’s Institute of Technology Ladkrabang (KMITL) Faculty of Administration and Management Bangkok, Thailand

Customer relationship management legacy airline national carrier perceived quality perceived risk

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Abstract

Research summary

The authors undertook a study to investigate how customer relationship management (CRM), perceived service quality (PSQ), perceived risk (PER), and passenger expectations (PE) affected Thai Airways passenger trust (PT). The research instrument developed for the survey consisted of a questionnaire which used a seven-level agreement scale for the seven-part, 39 survey items. The study conducted both a confirmatory factor analysis (CFA) and a structural equation model (SEM) to analyze the 565 Thai Airways survey respondents’ answers. A latent variable path analysis was performed using the LISREL 9.1 software program, with the model found to be consistent with empirical data. The causal factors in the model had both a positive and negative influence on the Thai Airways passenger trust, which can be explained 51% of the variance (R2) in passenger trust (PT). The variables ranked in importance included perceived service quality (PSQ), customer relationship management (CRM), passenger expectations (PE), and perceived risk (PER), which had total values of 0.89, 0.76, 0.61 and -0.36, respectively.

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Published 31 Mar 2019

How to Cite

Lainamngern, S. & Sawmong, S.. (2019). Determinants of Thai Airways passenger trust: A structural equation model analysis. Journal of Business and Retail Management Research, Volume 13 Issue 03.

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APA

Lainamngern, S. & Sawmong, S.. (2019). Determinants of Thai Airways passenger trust: A structural equation model analysis. Journal of Business and Retail Management Research, Volume 13 Issue 03.

MLA

Lainamngern, Suchat, and Sudaporn Sawmong. "Determinants of Thai Airways passenger trust: A structural equation model analysis." Journal of Business and Retail Management Research, Volume 13 Issue 03, 2019.

Chicago

Suchat Lainamngern and Sudaporn Sawmong. "Determinants of Thai Airways passenger trust: A structural equation model analysis." Journal of Business and Retail Management Research Volume 13 Issue 03 (31 Mar 2019).

Harvard

Lainamngern, S. & Sawmong, S. (2019) Determinants of Thai Airways passenger trust: A structural equation model analysis. Journal of Business and Retail Management Research, Volume 13 Issue 03

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