FROM SERVICE QUALITY TO LOYALTY: PASSENGER ENGAGEMENT AND BRAND TRUST MODEL IN THE THAI NATIONAL AIR CARRIER

Abstract

This study examines the relationships between airline service quality, passenger engagement, airline brand trust, and airline brand loyalty, with the goal of understanding how service experience and engagement influence customer loyalty and repeated airline selection. A quantitative research design was employed, gathering data from 400 passengers who had used Thai commercial airlines within the past 12 months through an online questionnaire. Structural equation modeling (PLS-SEM) was used to analyze causal relationships among the variables. The findings reveal that airline service quality is a critical factor that directly influences both airline brand trust and loyalty. Passenger engagement such as interactions with service touchpoints, receiving relevant information, and engaging through digital channels also significantly contributes to strengthening airline brand trust, which in turn is a key driver of long-term loyalty behavior. Moreover, airline brand trust functions as an important mechanism between airline service quality and passenger engagement, ultimately enhancing airline brand loyalty. In conclusion, the study highlights that continuously improving service quality, elevating the passenger experience, and reinforcing brand trust are essential strategies for fostering airline loyalty and enhancing competitive advantage in today’s dynamic and rapidly evolving airline market.