Abstract:
The research aims to 1) study the service behavior of commercial airline passengers; 2) study the perception of service quality in commercial airlines business; and 3) define and develop the enhancement of service quality of passengers in the commercial airline business. Mixed methods are used in this study including quantitative research and qualitative research. The population of this study is 400 passengers using commercial airlines. Closed-end questionnaire used in this study includes information of personal characteristics of passengers using commercial airlines, service behavior of passengers in commercial airline business, and perception of service quality in commercial airlines business. Descriptive statistics used in this study are percentage, mean and standard deviation. For inferential statistics, T-test, F-test, and Chi-Square test are used. The hypothesis from the hypothesis test is created to be structured in-depth interview that the populations are government sectors including Civil Aviation Authority of Thailand, Department of Airports, executive representatives of commercial airlines, and representatives of travel agencies. In the interview, content analysis was used to analyze the innovation to enhance passenger service quality. The research findings are as follows 1) Passenger service behavior show that most of the personal factors of passengers using different commercial airlines are related to the behavior of commercial airline passengers. 2) The perception of service quality in commercial airline business are quality of service before boarding, quality of service during flight and quality of service after flight. It is found that the factors affecting the innovation to enhance the service quality the most are responsiveness, tangibility and assurance. 3) Defining and development of a model to enhance the quality of passenger service in the commercial airline business consists of A = Assurance, R = Responsiveness, T = Tangibility, I = Improvement, and T = Trust. ARTIT Model (The aesthetics of impressive service) is created to use in business strategy planning in accordance with passenger behavior and to enhance service vision to develop the capability to compete effectively with other competitors under the harsh competitive environment.