การประเมินศักยภาพของสายการบินบริการเต็มรูปแบบของประเทศในประชาคมเศรษฐกิจอาเซียน

Abstract

This research aims to study general behavior of customer on selecting airline, to identify the important factors that affect customer’s decision on selecting airline and to evaluate the potential of full service airline among ASEAN countries. To collecting data, questionnaires were used to ask 400 customers of Suvarnabhumi airport. The primary data was analyzed and divided into three sections. The first section of result is the statistical analysis of general information and customer’s behavior. The result shows that the mainly customers are single male age during 21 - 30 years old with bachelor degrees. The general occupation is the employee of the private company with 30,000 baht salary or above. The frequency of using airlines shows that domestic trip has higher ratio (8.04 times / year) than international trip (3.17 times / year). Furthermore, 44.75 % of customers tend to travel with only one airline while 37.75% of customers would prefer traveling more than one airline. The second section of result is the analysis of the important of factors and the potential evaluation of full-service airlines by using Weigh-By-Rank technique and Technique for Order Preference by Similarity to Ideal Solution method (TOPSIS). The most important factor is safety followed by fare, service of flight attendants and punctuality. The result of capabilities evaluation of full-service airlines in ASEAN consists of five airlines, including Garuda Indonesia Airlines, Malaysia Airlines, Singapore Airlines, Thai Airways and Bangkok Airways. The result shows that Singapore Airlines has the highest rank, with score 0.8169 followed by Thai Airways: score 0.6297, Malaysia Airline: score 0.5302, Garuda Indonesia Airlines: score 0.1791 and Bangkok Airways: score 0.1167. The result of last section is the analysis of the factors which affect directly to customers’ decision on selecting full-service airlines by using Classifier Chain Generalized Maximum Entropy (CG-GME) technique. The result can be concluded as following: 1) Customers who give precedence to the model of aircrafts tend to choose Thai airways while customers who give precedence to fare and easiness in check-in process tend not to choose Thai airways. 2) High educated customers, Thai airways’ customers and customers who give precedence to service of flight attendance tend to choose Bangkok airways but female customers tend not to choose Bangkok airways. 3) Customers age above thirty years old, customers who work for self-employed business and customers who give precedence to a class of service tend to choose Singapore airlines but the customers who give precedence to easiness in check-in process and Bangkok airways’ customer tend not to choose Singapore airlines. 4) Married customers tend to choose Malaysia airlines while Thai airways’ customers and Bangkok airways’ customers tend not to choose Malaysia airlines.