the suvarnabhumi airport’s international ...the research is the suvarnabhumi airport’s...

THE SUVARNABHUMI AIRPORT’S INTERNATIONAL PASSENGERS

SATISFACTION IN SERVICE QUALITY BY COMPARING

EXPECTATION AND PERCEPTION

MS. ARISA ASSAWAEKAWANICH

An Independent Study Submitted in Partial Fulfillment of the Requirements

For the Degree of Master of Business Administration

Department of International Business

Graduate School

University of the Thai Chamber of Commerce

2006

THE SUVARNABHUMI AIRPORT’S INTERNATIONAL PASSENGERS

SATISFACTION IN SERVICE QUALITY BY COMPARING

EXPECTATION AND PERCEPTION

ARISA ASSAWAEKAWANICH

An Independent Study Submitted in Partial Fulfillment of the Requirements

For the Degree of Master of Business Administration

Department of International Business

Graduate School

University of the Thai Chamber of Commerce

2006

© Copyright by University of the Thai Chamber of Commerce

Title The Suvarnabhumi Airport’s International Passengers Satisfaction in

Service Quality by Comparing Expectation and Perception

Name Arisa Assawaekawanich

Degree Master of Business Administration

Major Field International Business

Advisor Ajarn Thanita Khongruek

Graduation Year 2006

Accepted by Graduate School, University of the Thai Chamber of Commerce in Partial

Fulfillment of the Requirement for the Master’s Degree

…………………………………… Director of Master of Business Administration

(Dr. Thasana Boonkwan) in International Business

Independent Study Committee

…………………………………… Chairperson

(Dr. Phusit Wonglorsaichon)

…………………………………… Member

(Dr. Piraphong Foosiri)

…………………………………… Advisor

(Ajarn Thanita Khongruek)

…………………………………… Member

(Asst.Prof. Chanin Yoopetch)

iv

Title The Suvarnabhumi Airport’s International Passengers

Satisfaction in Service Quality by Comparing Expectation and

Perception

Name Arisa Assawaekawanich

Degree Master of Business Administration

Major Field International Business

Advisor Ajarn Thanita Khongruek

Graduation Year 2006

ABSTRACT

The research is studied the Suvarnabhumi Airport’s international passengers

satisfaction in service quality by comparing expectation and perception. The objectives

of the study are to study the factors that have an effect to international passengers

satisfaction on their expectation and perception in service quality of Suvarnabhumi

Airport and also to find out the overall Suvarnabhumi Airport’s international passengers

satisfaction level in service quality by comparing passengers expectation and perception

that effected on their satisfaction. The research methodology was a survey method, by

collecting 342 questionnaires from international passengers who ever use services &

facilities at Suvarnabhumi Airport, both of male and female, who aged over 18 years

old. After that the questionnaires were analyzed by using frequency, percentage, mean

and standard deviation. Moreover, t-test and ANOVA were conducted for hypotheses

testing at the confidence level of 0.95.

The results illustrated that most of respondents were male, aged between 18-29

years old with non-Asian nationality. Most of them were single, had education level at

bachelor’s degree and had total annual income for the previous year between USD

25,000 – USD 49,999. Mainly respondents also have used Suvarnabhumi Airport since

it opens for 1-5 visits. The factors that have a significant effect to international

passengers satisfaction on both of their expectation and perception in service quality

were age, nationality, marital status and experience. While the education factor has an

effect only on perception and income factor has an effect merely on expectation. In

contrast, the gender factor doesn’t have any effect on both of expectation and

v

perception. The overall international passengers expectation was in very good level

while overall international passengers perception was in good level. Therefore, the

overall international passengers satisfaction level was dissatisfied in service quality of

Suvarnabhumi Airport.

This research is recommended that Suvarnabhumi Airport should be more

concerning about the services and facilities for the variance of passengers, more Public

Relation to acknowledge passenger about airport information, more efficient officers who

are able to use English fluently and know the whole services and facilities to inform the

passenger and also more transportation efficiency.

vi

หวัขอ้วจิยั การศกึษาความพงึพอใจของผูโ้ดยสารต่างชาตทิีใ่ชบ้รกิารท่าอากาศยาน

สุวรรณภมูดิา้นคุณภาพการบรกิารโดยการเปรยีบเทยีบระหวา่งระดบัความ

คาดหวงักบัการรบัรูใ้นคุณภาพการบรกิารของท่าอากาศยาน

ชื่อ นางสาว อรสิา อศัวเอกะวานิช

ปรญิญา บรหิารธรุกจิมหาบณัฑติ

สาขาวชิา บรหิารธุรกจิระหวา่งประเทศ

อาจารยท์ีป่รกึษา อาจารย ์ฐานิตา ฆอ้งฤกษ ์

ปีทีส่าํเรจ็การศกึษา 2549

บทคดัย่อ

งานวจิยัเรื่อง “การศกึษาความพงึพอใจของผูโ้ดยสารต่างชาตทิีใ่ชบ้รกิารท่าอากาศยาน

สุวรรณภมูดิา้นคุณภาพการบรกิารโดยการเปรยีบเทยีบระหวา่งระดบัความคาดหวงักบัการรบัรูใ้น

คุณภาพการบรกิารของท่าอากาศยาน” มวีตัถุประสงคใ์นการวจิยั เพื่อศกึษาปัจจยัทีม่ผีลกระทบต่อ

ความพงึพอใจของผูโ้ดยสารต่างชาตจิากความคาดหวงัและการรบัรูข้องผูโ้ดยสารต่างชาตดิา้น

คุณภาพการบรกิารของท่าอากาศยานสุวรรณภมูแิละเพือ่ศกึษาระดบัความพงึพอใจโดยรวมดา้น

คุณภาพการบรกิารของผูโ้ดยสารต่างชาตทิีม่ต่ีอท่าอากาศยานสุวรรณภมู ิ โดยการเปรยีบเทยีบ

ระหวา่งความคาดหวงัและการรบัรูใ้นคุณภาพการบรกิารซึง่มผีลต่อความพงึพอใจของผูโ้ดยสาร การ

ศกึษาวจิยันี้เป็นการศกึษาวจิยัเชงิสาํรวจ โดยการเกบ็รวบรวมขอ้มลูจากแบบสอบถามสาํรวจความ

คดิเหน็จาํนวน 342 ชุด จากผูโ้ดยสารต่างชาตทิีเ่คยใชบ้รกิารในส่วนของผูโ้ดยสาร ณ ทา่อากาศ

ยานสุวรรณภมู ิ ทัง้เพศชายและเพศหญงิ ทีม่อีายมุากกวา่ 18 ปี จากนัน้จงึวเิคราะหข์อ้มลูโดย

ค่าความถี่ ค่ารอ้ยละ ค่าเฉลีย่ และส่วนเบีย่งเบนมาตรฐาน และทดสอบสมมุตฐิานโดย t-test และ

ANOVA ทีร่ะดบัความเชื่อมัน่ 0.95

ผลการวจิยัพบวา่ ผูโ้ดยสารต่างชาตทิีเ่คยใชบ้รกิารท่าอากาศยานสุวรรณภมูสิ่วนใหญ่เป็น

เพศชาย มอีายรุะหวา่ง 18-29 ปี ซึง่ไมใ่ชส่ญัชาตเิอเชยี ส่วนใหญ่มสีถานภาพโสด การศกึษาระดบั

ปรญิญาตร ี มรีายไดร้ะหวา่ง 25,000-49,999 ดอลลาร์สหรฐัต่อปี และเคยใชบ้รกิารท่าอากาศยาน

สุวรรณภมู ิ 1-5 ครัง้ตัง้แต่เปิดใหบ้รกิาร โดยปัจจยัทีม่ผีลกระทบต่อความพงึพอใจของผูโ้ดยสาร

ต่างชาต ิ ทัง้จากความคาดหวงัและการรบัรูข้องผูโ้ดยสารต่างชาตดิา้นคุณภาพการบรกิารของท่า

อากาศยานสุวรรณภมูคิอื ปัจจยัดา้นอาย ุสญัชาต ิสถานภาพสมรสและประสบการณ์ ส่วนปัจจยัดา้น

การศกึษามผีลกระทบต่อความพงึพอใจจากการรบัรูเ้พยีงอยา่งเดยีว และปัจจยัดา้นรายไดม้ี

vii

ผลกระทบต่อความพงึพอใจจากความคาดหวงัเท่านัน้ นอกจากนัน้ปัจจยัดา้นเพศไม่มผีลกระทบต่อ

ความพงึพอใจทัง้จากความคาดหวงัและการรบัรูเ้ลย ผูโ้ดยสารส่วนใหญ่คาดหวงัคุณภาพการบรกิาร

ในระดบัดมีากขณะทีร่ะดบัการรบัรูส้่วนใหญ่ของผูโ้ดยสารอยูใ่นระดบัด ีดงันัน้ผูโ้ดยสารต่างชาตสิ่วน

ใหญ่ไม่พงึพอใจต่อคุณภาพการบรกิารของท่าอากาศยานสุวรรณภมู ิ

ขอ้เสนอแนะจากงานวจิยั สนามบนิสุวรรณภมูคิวรคาํนึงถงึการบรกิารและสิง่อาํนวยความ

สะดวกทีเ่หมาะสมกบัผูโ้ดยสารทีม่คีวามแตกต่างกนั ประชาสมัพนัธเ์พิม่เตมิเกีย่วกบัขอ้มลูของท่า

อากาศยานแก่ผูโ้ดยสาร จดัสรรเจา้หน้าทีท่ ีม่คีวามรูค้วามเขา้ใจเกีย่วกบัภาษาองักฤษและสามารถ

ใหข้อ้มลูเกีย่วกบัการบรกิารและสิง่อาํนวยความสะดวกภายในท่าอากาศยานเพื่อการใหบ้รกิารทีม่ ี

ประสทิธภิาพมากยิง่ขึน้ และใหบ้รกิารดว้ยระบบคมนาคมทีม่ปีระสทิธภิาพมากขึน้

ACKNOWLEDGEMENTS

I would like to convey my appreciation to the following people who gave me

support and help, without whom this research would not have been accomplished. I

would like to express my sincere gratitude to my IS advisor Ajarn Thanita Khongruek for

her time, strongly support and valuable guidance.

I would like to pass my sincere appreciation to committee members as well; Dr.

Phusit Wonglorsaichon, Dr. Piraphong Foosiri and Assistant Professor Chanin Yoopetch

for their constructive comments and useful suggestions throughout the fulfillment

process of this study.

Significantly, I am extremely indebted to my beloved parents and all family units

who always beside me for their steady support, understanding and encouragement all

through my study.

At last, I would also like to utter my special thanks to all my UTCC friends for

sharing the valuable experience, encouragement and sympathy. Besides, I would like to

convey my deeply gratefulness to my beloved friends; Ms. Supaporn Wongtrakoonchai,

Ms. Sirinan Akkharaphattariyaphorn and Mr. Peerawit Sangthongkam for their kindly

help and support, understanding and shared the experience with me throughout the

research.

ix

TABLE OF CONTENTS

Page

ENGLISH ABSTRACT................................................................................................ iv

THAI ABSTRACT........................................................................................................ vi

ACKNOWLEDGEMENTS............................................................................................ viii

LIST OF TABLES…………………………………………………………………………… xi

LIST OF FIGURES…………………………………………………………………………. xiii

Chapter

1. Introduction........................................................................................................ 1 Introduction and statement of the problem ………………………………... 1

Objectives of the study……………………………………………………….. 2

Conceptual Framework………………………………………………………. 3

Research Questions………………………………………………………….. 3

Delimitation and Limitations of the study………………………................ 4

Expected Benefits……………………………………………………………. 4

Definition of Terms…………………………………………………………… 4

2. Review of Literatures……………………………………………………………… 6 Suvarnabhumi Airport……………………………………………………….. 7

Service Quality……………………………………………………………….. 7

Expectation of service quality……………………………………………… 9

Perceptions of service quality received…………………………………... 11

Measurement of expectation and perception of service quality……….. 12

x

TABLE OF CONTENTS (CONTINUED)

Page

Customer Satisfaction………………………………………………………. 14

Related Studies……………………………………………………………… 15

3. Methodology……………………………………………………………………….. 17 Research Design……………………………………………………………. 17

Population and Sample…………………………………………………….. 17

Research Instrumentation Test…………………………………………… 21

Research Instrumentation…………………………………………………. 22

Data Collection……………………………………………………………… 28

Data Analysis……………………………………………………………….. 28

4. Findings and Discussion…………………………………………………………. 29

5. Conclusions……………………………………………………………………….. 56 Conclusions………………………………………………………………… 56

Further Research…………………………………………………………. 58

Suggestions and Recommendations…………………………………... 59

BIBLIOGRAPHY……………………………………………………………………….. 61

APPENDICES………………………………………………………………………….. 63

A. Suvarnabhumi Airport Overview……………………………………. 64

B. Questionnaire…………………………………………………………. 70

C. Descriptive Statistics for nationality of passengers……………… 74

BIOGRAPHY…………………………………………………………………………. 76

xi

LIST OF TABLES

Table Page

1 Cronbach’s alpha coefficient score………………………………………….. 22

2 Gender of passengers.............................................................................. 31

3 Age period of passengers……………………………………………………… 32

4 Nationality of passengers……………………………………………………… 33

5 Marital status of passengers.................................................................... 34

6 Education degree of passengers............................................................. 35

7 Total annual income for the previous year of passengers……………….. 36

8 Experience that passengers have used Suvarnabhumi Airport since it opens………………………………………………………………….. 37

9 Testing gender with expectation and perception level by T-test............. 38

10 Test of Homogeneity of Variances classified by age…………………….. 39

11 Test of ANOVA with expectation level classified by age........................ 39

12 Test of Welch with perception level classified by age…………………… 40

13 Testing nationality with expectation and perception level by T-test……. 40

xii

LIST OF TABLES (CONTINUED)

Table Page

14 Test of Homogeneity of Variances classified by marital status…………. 41

15 Test of Homogeneity of Variances classified by education……………….. 42

16 Test of ANOVA with expectation level classified by education…………… 42

17 Test of ANOVA with perception level classified by education……………. 43

18 Test of Homogeneity of Variances classified by income………………….. 43

19 Test of Welch with expectation level classified by income……………...... 44

20 Test of Welch with perception level classified by income…………………. 44

21 Test of Homogeneity of Variances classified by experience……………… 45

22 Test of Welch with expectation level classified by experience …………… 45

23 Test of Welch with perception level classified by experience……………... 46

24 Descriptive Statistics for expectation and perception level………………… 47

25 Overall international passengers satisfaction level in service Quality by comparing expectation and perception………………………….. 50

xiii

LIST OF FIGURES

Figure Page

1 Gender of passengers………………………………………………………… 31

2 Age period of passengers……………………………………………………. 32

3 Nationality of passengers…………………………………………………….. 33

4 Marital status of passengers…………………………………………………. 34

5 Education degree of passengers…………………………………………… 35

6 Total annual income for the previous year of passengers………………. 36

7 Experience that passengers have used Suvarnabhumi Airport

since it opens…………………………………………………………………. 37

CHAPTER 1

INTRODUCTION

Introduction and statement of the problem

When we talk about Thailand’s airport in Bangkok for the last previous years,

everyone knew that it refers to “Don Muang Airport” which is located on Vibhavadi

Road. Since September 28, 2006 Don Muang Airport becomes the history when

“Suvarnabhumi Airport” has been replaced with much higher performance in term of

infrastructure, facilities, exhibition complexes, and etc. With the high capabilities in

several ways, Suvarnabhumi Airport has become “The Aviation Hub of Southeast Asia”

that every country keep an eye on because this project is a national priority of the

government and it is also the huge investment of the country with long period

preparation and construction.

On the opening day, a lot of problems showed up. Starting with computer

crashes at several check-in counters, leaky roofs and delays in getting baggage from

the airplanes to the departure terminal, these seem to be normal for the first day

glitches but there still got so many problems until now and it absolutely takes time to

solve the whole problems.

Suvarnabhumi Airport is a great opportunity to build a reputation, the highest

international standard, and to generate additional substantial revenue from financial and

commercial services including retail and entertainment businesses in airport area. Thus,

2

Suvarnabhumi Airport has a great impact to Thai’s economic and image directly. Then

the existing problems are also the negative image and significant problem for

contribution to its attractiveness as a major aviation hub as well.

For above reasons, it is very interesting to measure the satisfaction level in

service quality of international passengers who use Suvarnabhumi Airport for

developing the quality of international airport service.

Objectives of the study

This study is intended to

1. Study the factors that have an effect to international passengers satisfaction on

their expectation and perception in service quality of Suvarnabhumi Airport.

2. Find out the overall Suvarnabhumi Airport’s international passengers satisfaction

level in service quality by comparing passengers expectation and perception

that effected on their satisfaction.

3

Conceptual Framework

Research Questions

1. What are the factors that have an influence on international passengers

expectation and perception in service quality?

2. Which level of service quality that international passengers expected from

Suvarnabhumi airport?

3. Which level of service quality that international passengers perceived from

Suvarnabhumi airport?

4. What is the international passengers overall satisfaction level of

Suvarnabhumi Airport in quality of service?

Demographic - Gender - Age - Nationality - Marital Status - Education - Income - Experience

Expectation

- Reliability - Tangibility - Responsiveness - Assurance - Empathy

Perception

- Reliability - Tangibility - Responsiveness - Assurance - Empathy

Customer Satisfaction

4

Delimitation and Limitations of the Study

1. Suvarnabhumi Airport is quite novel for research. There are no any

researches related with services & facilities directly.

2. The research cannot refer to the whole passengers satisfaction with 400

sampled international passengers.

3. Construction problem may effect to the passenger perception.

Expected Benefits

1. The international passengers satisfaction of Suvarnabhumi Airport and

acknowledging the results to related organization for improving the services

that passenger dissatisfied.

2. The factors that influence on international passengers expectation and

perception in service quality that leads to passengers satisfaction.

Definition of Terms

Passenger is the non-Thai consumer who uses services & facilities at the

Suvarnabhumi airport in term of passenger.

Expectations are beliefs (likelihood or probability) that a product/service

(containing certain attributes, features or characteristics) will produce certain outcomes

(satisfaction/dissatisfaction) given certain anticipated levels of performance based on

previous affective, cognitive and behavioral experiences.

5

Perception or perceived service quality is the consumer overall attitude or

judgement towards the excellence of service.

Satisfaction is the state felt by a consumer who has experienced a performance

that has fulfilled his or her expectation.

CHAPTER 2

REVIEW OF LITERATURE

The study of Suvarnabhumi Airport’s international passengers satisfaction is

studying the factors that have an effect to international passengers satisfaction on their

expectation and perception in service quality of Suvarnabhumi Airport and find out the

overall Suvarnabhumi Airport’s international passengers satisfaction level in service

quality by comparing expectation and perception that effected on their satisfaction.

Thus, understand customer expectation and perception first, then figure out the

customer satisfaction level and that will illustrate which demographic factor effect to

customer satisfaction.

This chapter contents of seven topics as follows:

1. Suvarnabhumi Airport

2. Service Quality

3. Expectation of service quality

4. Perception of service quality

5. Measurement of expectation and perception of service quality

6. Customer Satisfaction

7. Related Studies

7

1. Suvarnabhumi Airport

Suvarnabhumi Airport, the New Bangkok International Airport, has been opened

for commerce since September 28, 2006 with high capacity of 45 million passengers at

the opening day and 100 million upon full development and high potential both of

services and facilities. Moreover, the airport uses the Airport Information Management

System (AIMS) to support and coordinate all interconnected systems in the various

buildings of the airport. (See appendix A)

Thus the Thai government designates this airport to be the aviation hub of

South East Asia with the international airport standard provided including service

quality.

2. Service Quality

Service quality as a measure of how well the service delivered matches

customers’ expectations (Lewis and Booms, 1983; Tony and Stephen, 1997) or is the

importance of customer perceptions of quality (Takeuchi and Quelch, 1983; Tony et al.,

1997). The perceptions are as an attitudes or judgements made as a result of

comparisons drawn by customers between expectations of services and their

perceptions of service performance (Berry, Zeithaml and Parasuraman, 1985 and 1988;

Grönroos, 1982; Lewis and Booms, 1983; Tony et al., 1997). In fact, it seems perceived

the quality of service is a function of the gap between customers’ desires and

expectations and their perceptions of the service that is actually received (Parasuraman,

Zeithaml and Berry, 1985; Tony et al., 1997).

8

The idea that perceived service quality results from a comparison of expectation

with perception of performance would seem to imply that perceived quality equates with

satisfaction. As a result, if a customer is satisfied then there is quality of service.

For defining the service quality, there are four factors which differentiate

services from material goods: (Kotler and Armstrong, 2001:317; Lerluck, 2005)

1. Intangibility The services could not be seen, tasted, felt, heard, or smelled

before they were brought. For example, airline passenger had only a ticket and

the promise that they and their baggage would safety when they arrive at the

intended destination.

2. Heterogeneity The quality of services depended on who provided customer as

well as when, where and how they were provided. For example, at the

international airport that had reputations for international airport standard

services and facilities. The group of passengers who line in channel A perceived

the good service quality from 5 years-experienced employee while another

group of passengers who line in channel B perceived the worse service from 2

months-experienced employee. It means the passengers perceived the different

service quality from the different skilled employee.

3. Inseparability The services could not be separated from their providers whether

the providers were people or machines. As long as the service employee

provides the services, the employee was the part of the service. Because the

customer was also present as the service was provides, provider-customer

9

interaction was a special feature of service marketing. Both the provider and the

customer influenced the service outcome.

4. Perishability The service can’t be stored for later sale or use.

These qualities make services high in experience and credence qualities, so

consumers have a more difficult time evaluating services than they do goods (Darby

and Karni, 1973; Zeithaml, 1981; Rushton and Carson, 1989; Jim and Julie, 2000).

Levitt (1983; Jim et al., 2000) describes a main characteristic of service as a promise of

satisfaction. As a promise, both implicit and explicit, made by service organizations

influence customers’ expectation of the service experience (Bitner, 1995; Jim et al.,

2000) and, because expectations are the standards against which customers evaluate

service quality, it is important to understand the nature of consumers’ expectations.

3. Expectation of service quality

Customer expectations are beliefs about a service that serve as standards

against which service performance is judged (Zeithaml et al., 1993; Peter and Vassilis,

1997); what customers think a service provider should offer rather than what might be

on offer(Parasuraman et al., 1998; Tony et al.,1997).

There are two levels of expectations, desired and adequate. Desired expectation

represent the level of service a consumer hopes to receive, a blend of what a consumer

believes “can be” and “should be” (Parasuraman et al., 1991; Tony et al.,1997), while

adequate expectations, a lower level of expectations, related to what consumer believes

an acceptable level of performance (Zeithaml et al., 1993; Peter et al., 1997). Desired

10

expectations are thought to remain relatively stable over time, while adequate

performance expectations may vary more widely. Between these two service quality

expectation levels is the zone of tolerance. Zone of tolerance is the extent to which

consumers recognize and are willing to accept heterogeneity in the provided service

(Zeithaml et al., 1993, p.6; Peter et al., 1997) Thus, a consumer expectation, rather

than having only one level, is bounded by upper and lower limits.

Individuals form service expectations on the basis of their past experiences,

word-of-mouth communications (with other customers, friends, family and experts), and

the explicit service promise (staff, advertising and other communications) and implicit

service promises made by service firms (such as price and the tangibles associated

with the service) (Zeithaml et al., 1993, Zeithaml and Bitner, 1996; Peter et al., 1997).

Perceived service quality has been defined as the consumer’s global attitude or

judgement of the overall excellence or superiority of the service. Perceived service

quality results from comparisons by consumers of expectation with their perception of

service delivered by the suppliers (Lewis et al., 1994; Takeuchi and Quelch, 1983;

Zeithaml, 1998; Peter et al., 1997). It means that the factor to ensuring good service

quality perception is in meeting or exceeding what customers expect from the service.

Therefore, if the perception of actual service delivered by the supplier lower than

expectation, a gap is created which should be addressed through strategies that affect

the direction either of expectation or perceptions, or both (Parasuraman et al., 1985;

Zeithaml et al., 1990; Peter et al., 1997)? And narrowing this gap might decrease the

11

expectations or increase the perceptions of what actually customer received or a little of

both.

4. Perception of service quality

There are four primary factors that influence the customer perception of service:

service encounters or “moments of truth”, the evidence of service, image and price.

These form the customer’s overall perception of quality, satisfaction and value (Zeithaml

and Bitner, 1996; Peter et al., 1997).

1. In service encounters Verbal and non-verbal behavior are as important

determinants of quality as tangible cues such as the equipment and physical

setting (Bitner et al., 1990; 1994; Grönroos, 1990; Zeithaml and Bitner, 1996).

2. Evidence of service Due to the intangibility of services and the simultaneity of

production and consumption, customers are searching for cues to help them

determine the level of service. Three major categories of evidence have been

identified:

- Employees - how they are dressed, their personal appearance and their

attitude and behavior

- Process – whether the service is complex, bureaucratic; and

- Physical evidence – all the tangible aspects of the service such as

equipment and physical facility that service is offered ( in this case, such

as passenger building, automated baggage handling machine )

12

3. Image and reputation The set of perceptions reflected in the associations held

in the memory of the consumer (Keller, 1993). These can be specific (e.g. hours

of operation, ease of access), or, of an intangible nature (e.g. trustworthiness,

tradition, reliability). A favourable image can influence positively perceptions of

quality, value and satisfaction (Grönroos, 1990; Zeithaml and Bitner, 1996).

4. Price If the price is high, customers are likely to expect high quality, and their

actual perceptions will be influenced accordingly. If the price is too low,

customers might have doubts about both the ability of the institution to delivery

quality and about the actual level of service received.

5. Measurement of expectation and perception of service quality

Parasuraman et al. (1985, 1988; Peter et al., 1997) and Zaithaml et al. (1990;

Peter et al., 1997) developed a multi-item scale (SERVQUAL). The SERVQUAL model

is a scale developed to measure service quality by computing the differences between

consumers’ desired expectations and their perception of a service firm’s performance

across five service dimensions: (Parasuraman et al., 1998; Peter et al., 1997)

1. Reliability, or ability to perform the promised service dependably

2. Tangibles or the appearance of physical facilities, equipment, personnel, etc.

3. Responsiveness, or a willingness to help customers and provide prompt

service

4. Assurance, conveyed by employees’ knowledge and their ability to

communicate trust and confidence

13

5. Empathy, the caring, individualized attention provided to the customer

Reliability which is the most critical service quality dimension (Berry and

Parasuraman, 1991; Jim et al., 2000) is the outcome and typically represents the core

service. While the other four dimensions represent the process of service delivery which

may be viewed as more secondary by consumers. Moreover, consumers may have

differing zones of tolerance for different service quality dimensions. Further, Zeithaml et

al. (1993; Peter et al., 1997) noted that consumers seem more intolerance about

unreliable service (broken, promises, service errors) than about other aspects of the

service.

Because reliability has consistently been found to be the primary influence on

service quality judgements, consumers may have more exacting expectations (i.e. a

narrower zone of tolerance) for the service outcome, or a core service. While several

attributes may be used to judge overall service quality, having a service representative

keep his/her promise seems more important than his/her friendliness or the cleanliness

of the service facility to such judgements. Therefore, instead of a single zone of

tolerance against which overall performance is judged, there may be a range of zones

that varies for different service dimensions, where some dimensions are more essential

than others to consumers. Besides, consumers may expect a higher minimum level of

performance for a more essential quality dimension (Zeithaml et al., 1993 Peter et al.,

1997)

The SERVQUAL model concentrates on five gaps (Parasuraman et al., 1985;

Tony et al., 1997):

14

Gap 1– between consumer expectation and management perception

Gap 2 – between management perception and service quality specification

Gap 3 – between service quality specification and service delivery

Gap 4 – between service delivery and external communication

Gap 5 – between perceived service and expected service

This study focuses on Gap 5: the difference between Suvarnabhumi airport’s

international passengers’ expectations and perceptions of service.)

The gap that may exist between the customers’ expected and perceived service

is not only a measure of the quality of the service, but is also a determinant of customer

satisfaction/ dissatisfaction.

Quantification is obtained by measuring expectations and perceptions of

performance for each one of these dimensions (Cronin and Taylor, 1992; Parasuraman

et al., 1988; 1991; Zeithaml et al., 1990; Peter et al., 1997) SERVQUAL was deemed to

be applicable to retail and business services and relevant for banking services (Zeithaml

and Bitner, 1996; Peter et al., 1997)

6. Customer Satisfaction

Customer satisfaction is the leading criterion for determining the quality that is

actually delivered to customers through the product/service and by the accompanying

servicing (Vavra, 1997; Abraham and Tayor, 1999). While WTO (1985; Abraham et al.,

1999) defined customer satisfaction as a psychological concept that involves the feeling

of well-being and pleasure that results from obtaining what one hopes for and expects

15

from an appealing product and/or service. Moreover, the most widely used is the

expectancy disconfirmation theory developed by Oliver, 1980 (Abraham et al., 1999).

According to this theory, customers purchase goods and services with pre-

purchase expectations about anticipated performance. When the product or service has

been purchased and used, outcomes are compared against expectations. If outcome

matches expectations, confirmation occurs. Disconfirmation occurs when there are

differences between expectation and outcomes. Negative disconfirmation occurs when

product/service performance is less than expected. Positive disconfirmation occurs when

product/service performance is better than expected. Satisfaction is caused by

confirmation or positive disconfirmation of customer expectations, and dissatisfaction is

caused by negative disconfirmation of consumer expectations.

7. Related Studies

Lerluck, Srichalee (2005) studied the satisfaction of Domestic Airline

Passengers Toward Service Quality of Thai Airways International Public Company

Limited

According to this study, the objectives were to study THAI passengers’ behavior,

THAI passengers’ perception, passenger satisfaction toward service quality on

departure and arrival service, and passenger behavior.

The research methodology was survey method, by collecting 392 questionnaires

from THAI domestic passengers. SERVQUAL model is applied to examine passenger

satisfaction in service quality.

16

The results illustrated that most respondents were female, aged 21-30 years

old, and had bachelor degree. Most of them were private company officers and had

monthly income at 20,001-30,000 Baht. Largely, they made reservations via THAI

offices, traveled in economy class, traveled fewer than once a year and traveled for

vacation. Their overall perception toward THAI service was in the level of “neither good

nor bad”. Their satisfaction toward four service process of departure and arrival service

was in level of “satisfied”. The satisfaction was affected by personal information such as

education and monthly income while it was affected by the passenger behavior such as

class of service, reservations approach, travel frequency, and travel purpose. In

conclusions, education and travel purpose were the variables that highest significantly

influenced the satisfaction.

CHAPTER 3

METHODOLOGY

Research Design

Suvarnabhumi Airport’s international passengers satisfaction research is the

quantitative research by using survey research method to collect data for one-shot

study. And use questionnaire which included close-ended questionnaire and open-

ended questionnaire for research instrumentation. Researcher also set up the

methodology intended for proceed the research.

Population and Sample

The population of research is the international passengers who ever use

services & facilities at Suvarnabhumi airport.

Sample population is the international passengers who ever use services &

facilities at Suvarnabhumi Airport, both of male and female, who age over 18 years old.

Sample population is separated into two sources.

1. International passengers who using Suvarnabhumi airport at the international

departure area on the fourth floor at passenger terminal of Suvarnabhumi airport

2. Non-Thai consumers who ever use Suvarnabhumi airport in term of passenger

in Bangkok

18

According to Monthly Air Transportation Statistics of Suvarnabhumi Airport (JAN.

– NOV. 2006), the total number of passengers at Suvarnabhumi airport is 28,274,022

passengers. Therefore, the amount of sampling group is set by using the Yamane’s

formula that permit for error at 0.05 (Yamane, 1973: 583) and the result is 400 samples.

n = N

1 + N (e) 2

n = number of sampling group

N = number of population

e = error that allowed to happen in sampling group which has been set in this

research at 0.05

According to the formula, the amount would be

n = 28,274,022

1 + 28,274,022 (0.05) 2

= 400

So, the number of sampling group equals 400.

For random sampling, researcher employs non-probability sampling by

accessible sampling for selecting the sample.

19

Variables in the study

Expectation

Independent variable – Demographic: Gender, Age, Nationality, Marital status,

Education, Total annual income, Experience

Dependent variable – Expectation level in service quality

Perception

Independent variable – Demographic: Gender, Age, Nationality, Marital status,

Education, Total annual income, Experience

Dependent variable – Perception level in service quality

Customer Satisfaction

Independent variable – Expectation level and perception level in service quality

Dependent variable – Customer satisfaction

Hypotheses

The 14 hypotheses of the study are conducted as follows:

Hypothesis 1

H0; Gender independent variable is independent with expectation.

H1; Gender independent variable is dependent with expectation.

Hypothesis 2

H0; Age independent variable is independent with expectation.

H1; Age independent variable is dependent with expectation.

20

Hypothesis 3

H0; Nationality independent variable is independent with expectation.

H1; Nationality independent variable is dependent with expectation.

Hypothesis 4

H0; Marital status independent variable is independent with expectation.

H1; Marital status independent variable is dependent with expectation.

Hypothesis 5

H0; Education independent variable is independent with expectation.

H1; Education independent variable is dependent with expectation.

Hypothesis 6

H0; Income independent variable is independent with expectation.

H1; Income independent variable is dependent with expectation.

Hypothesis 7

H0; Experience independent variable is independent with expectation.

H1; Experience independent variable is dependent with expectation.

Hypothesis 8

H0; Gender independent variable is independent with perception.

H1; Gender independent variable is dependent with perception.

Hypothesis 9

H0; Age independent variable is independent with perception.

H1; Age independent variable is dependent with perception.

21

Hypothesis 10

H0; Nationality independent variable is independent with perception.

H1; Nationality independent variable is dependent with perception.

Hypothesis 11

H0; Marital status independent variable is independent with perception.

H1; Marital status independent variable is dependent with perception.

Hypothesis 12

H0; Education independent variable is independent with perception.

H1; Education independent variable is dependent with perception.

Hypothesis 13

H0; Income independent variable is independent with perception.

H1; Income independent variable is dependent with perception.

Hypothesis 14

H0; Experience independent variable is independent with perception.

H1; Experience independent variable is dependent with perception

Research Instrumentation Test

For the study, researcher tests the correctness of questionnaire to ensure the

direction between the questionnaire and the objectives by checking with the qualified

professor. Then the professor will correct the error of content validity of each question

for covering the whole objectives with the right questions.

22

Next, the researcher will do the Pre-test with the amount of 30 samples who

have the same characters with the sampling group. This test is for assuring the

questions about understanding, order, correctness, and corresponding between the

answer and the study’s objectives. Then the faults will be corrected for the reliability of

the study before the actual test.

As collecting the Pre-test data of 30 samples at Suvarnabhumi Airport, the

reliability statistics shown Cronbach’s alpha coefficient at 0.932 for expectation of

service and 0.884 for perception of service. With the results more than 0.7000, thus,

these questions can be used for the study. (Cronbach, 1951: 297-334)

Table1 Cronbach’s alpha coefficient score

Cronbach’s alpha coefficient

Expectation 0.932 Perception 0.884

Research Instrumentation

The research conducts the questionnaire that envelops whole objectives of

study for implementing data. Questionnaire structure consists of two components which

are

Part 1: Passenger’s personal data; is the demography questions, for instance, gender,

age, nationality, marital status, education, income and experience with close-ended

questions and open-ended question for nationality.

Part 2: Passenger’s expectation level and perception level in service quality; is the

questions that require recommendations or opinions and also have the ratio scale

23

answers by the international passengers expectation level and perception level of

service quality which measure into 5 categories.

Category 1: Reliability

Category 2: Tangibles

Category 3: Responsiveness

Category 4: Assurance

Category 5: Empathy

Questionnaire

Part 1: Passenger’s personal data

1. Gender of passenger ; set by nominal scale which is

1. Male

2. Female

2. Age period of passenger ; set by ordinal scale which is

1. Between18-29 years

2. Between 30-39 years



5. 60 years or higher

3. Nationality of passenger; is the open-ended question.

24

4. Marital status of passenger; set by nominal scale which is

1. Single

2. Married

3. Separated

4. Divorced

5. Widowed

6. Other_______

5. Education degree of passenger; set by ordinal scale which is

1. High school or equivalent

2. Bachelor’s degree

3. Master’s degree

4. Doctoral degree

6. Total annual income for the previous year of passenger; set by ordinal scale

which is

1. Less than USD25,000

2. USD25,000 - USD49,999

3. USD50,000 - USD74,999

4. USD75,000 - USD99,999

5. USD100,000 or more

25

7. Experience that passenger have used Suvarnabhumi Airport since it opens;

set by ordinal scale which is

1. 1-5 visits

2. 6-10 visits

3. More than 11 visits

Part 2: Passenger’s expectation level and perception level in service quality

The research study measure the expectation and perception of Suvarnabhumi

airport’s service quality by using Likert scale which is separated into 5 stages. This part

contains of 12 problems within five sections as follows:

1. Reliability

2. Tangibles

3. Responsiveness

4. Assurance

5. Empathy

The means score were weighted as following

1. Very Good = 5 Point

2. Good = 4 Point

3. Fair = 3 Point

4. Poor = 2 Point

5. Very Poor = 1 Point

26

The intervals were calculated for each weighted means score level to obtain the

standard score. Expectation and Perception level were determined by range of mean

score (Best, 1997) that showed as follows.

Level = 5

Range = Max – Min

= 5-1

= 4

Interval = Range/Level

= 4/5

= 0.80

Range of means score Expectation/Perception Level

1.00 – 1.80 = Very poor

1.81 – 2.60 = Poor

2.61 – 3.40 = Fair

3.41 – 4.20 = Good

4.21 – 5.00 = Very good

27

SERVQUAL Dimensions

Expectation of Service Perception of Service

Very Good Good Fair Poor

Very Poor

Very Good Good Fair Poor

Very Poor

Reliability

1. Keeping of promise for international airport competency offered

2. Aviation hub of South East Asia capability

3. High security system

Tangibles

4. Appearance of staff

5. Efficiency of equipment (i.e. high-tech, ability to use)

Responsiveness

6. Reduction of queuing time

7. Willingness of staff to serve/help customer

Assurance

8. Clear explanations of services

9. Friendliness and courtesy of staff

10. Knowledge and capability of staff

Empathy

11. Convenience of location

12. Convenience of transportation provided

8. Recommendation for any services or facilities that should be added or solved

for more efficiency; is the open-ended question.

28

Data Collection

This research uses questionnaire for collecting the data and also uses

accessible sampling to random sampling. Researcher definitely inquires the

convenience from population first. Then the study’s objectives will be informed to the

sample. While any doubts about questionnaire or research will be notified as well. The

finished questionnaire will be inspected before collecting.

The secondary data in this research is collected from website, newspaper and

magazine for the information or recommendations about Suvarnabhumi airport.

And the primary data is collected from international passengers who ever use

Suvarnabhumi airport’s services & facilities via questionnaire in survey research. The

collection dates were April 9 - 17, 2007.

Data Analysis

After finished collecting data, researcher will re-check the data before analyzing.

Next, the overall data will be coded and processed by t-test and ANOVA lastly.

Researcher analyze the data by using descriptive statistics to describe the

passenger’s personal data and expectation and perception level of service quality in

term of quantitative method.

CHAPTER 4

FINDINGS AND DISCUSSION

The findings and discussion of the international passengers satisfaction of

service quality by comparing expectation and perception are divided into six parts:

Part 1: Summarizes the response rate and describes the demographic data of

international passengers at Suvarnabhumi Airport by using descriptive

statistic (frequency, percentage).

Part 2: Tests hypotheses by using t-test and one-way ANOVA.

Part 3: Analyzes the respondents’ expectation and perception about airport service

quality at Suvarnabhumi Airport by using descriptive statistic (mean,

Standard Deviation)

Part 4: Summarizes the overall Suvarnabhumi Airport’s international passengers

satisfaction level in service quality by comparing expectation and perception

that effected on their satisfaction.

Part 5: The passengers’ suggestions for development.

Part 6: Discussion

30

Part 1: Summarizes the response rate and describes the demographic data of

international passengers at Suvarnabhumi Airport by using descriptive

statistic (frequency, percentage).

400 Questionnaires were directly distributed to respondents or international

passengers who ever use services & facilities at Suvarnabhumi Airport, both of male

and female, who age over 18 years old. Survey method was response in rate of 85.5%

which would be used in analysis.

Response rate = Response x 100

Sample

= 342 x 100

400

= 85.5 %

From the following demographic data, most of passengers were male (58.8%),

aged between 18-29 years old (42.1%) with non-Asian nationality (65.8%). Most of them

were single (59.1%), had education level at bachelor’s degree (36.0%) and had total

annual income for the previous year between USD 25,000 – USD 49,999 (37.1%). Most

of passengers have used Suvarnabhumi Airport since it opens for 1-5 visits (95.6%).

31

Table 2 Gender of passengers

Gender of passenger

Frequency Percent

Male 201 58.8 Female 141 41.2 Total 342 100.0

Gender of passenger

Female

Male

Figure 1 Gender of passengers

Table 2 and Figure 1 illustrated that most of international passengers were male

(58.8%) and female (41.2%) that use services & facilities at Suvarnabhumi Airport.

32

Table 3 Age period of passengers

Age period of passenger

Frequency Percent

Between 18-29 year 144 42.1 Between 30-39 year 94 27.5 Between 40-49 year 75 21.9 Between 50-59 year 22 6.4 60 years or higher 7 2.0 Total 342 100.0

Age period of passenger

60 years or higher

Between 50-59 year

Between 40-49 year

Between 30-39 year

Between 18-29 year

Figure 2 Age period of passengers

Table 3 and Figure 2 showed that most of passengers aged between 18-29

years old (42.1%), between 30-39 years (27.5%) and between 40-49 years

(21.9%).While a few of passengers aged between 50-59 years (6.4%) and 60 years or

higher (2.0%).

33

Table 4 Nationality of passengers

Nationality of passenger

Frequency Percent Asian 117 34.2 Non-Asian 225 65.8 Total 342 100.0

Nationality of passenger

Non-Asian

Asian

Figure 3 Nationality of passengers

Table 4 and Figure 3 indicated that most of passengers were non-Asian

nationality (65.8%) and Asian nationality (34.2%). Moreover, the mainly part of

passengers were British (10.2%) (See appendix C Table1).

34

Table 5 Marital status of passengers

Marital status of passenger

Frequency Percent

Single 202 59.1 Married 109 31.9 Separated 2 .6 Divorced 3 .9 Widowed 3 .9 Others 23 6.7 Total 342 100.0

Marital status of passenger

Others

Windowed

Divorced

Separated

Married

Single

Figure 4 Marital status of passengers

Table 5 and Figure 4 illustrated that the most passengers were single (59.1%)

and married (31.9%) whereas a small number of passengers were others (6.7%),

divorced (0.9%), widowed (0.9%) and separated (0.6%)

35

Table 6 Education degree of passengers

Education degree of passenger

Frequency Percent

High school or equivalent 120 35.1 Bachelor's degree 123 36.0 Master's degree 84 24.6 Doctoral degree 15 4.4 Total 342 100.0

Education degree of passenger

Doctoral degree

Master's degree

Bachelor's degree

High school or equi

Figure 5 Education degree of passengers

Table 6 and Figure 5 indicated that most of passengers had education level at

bachelor’s degree (36.0%), high school or equivalent (35.1%) and master’s degree

(24.6%). While slightest passengers educated doctoral degree (4.4%)

36

Table 7 Total annual income for the previous year of passengers

Total annual income for the previous year of passenger

Frequency Percent

Less than USD25,000 127 37.1 USD25,000 - USD49,999 136 39.8 USD50,000 - USD74,999 36 10.5 USD75,000 - USD99,999 29 8.5 USD100,000 or more 14 4.1 Total 342 100.0

Total annual income for the previous year of passenger

USD100,000 or more

USD75,000 - USD99,99

USD50,000 - USD74,99

USD25,000 - USD49,99

Less than USD25,000

Figure 6 Total annual income for the previous year of passengers

Table 7 and Figure 6 showed that most of passengers had total annual income

for the previous year between USD25,000 – USD49,999 (37.1%)and less than

USD25,000 (37.1%). Whereas a few passengers had total annual income for the

37

previous year between USD 50,000-USD74,999 (10.5%), USD 75,000-USD99,999

(8.5%) and USD100,000 or more (4.1%).

Table 8 Experience that passengers have used Suvarnabhumi Airport since it opens

Experience that passenger have used Suvarnabhumi Airport since it opens

Frequency Percent

1 -5 visits 327 95.6 6 -10 visits 11 3.2 More than 11 visits 4 1.2 Total 342 100.0

Experience that passengers have used Suvarnabhumi Airport

More than 11 visits

6 -10 visits

1 -5 v isits

Figure 7 Experience that passengers have used Suvarnabhumi Airport since it opens

38

Table 8 and Figure 7 illustrated that most of passengers have used

Suvarnabhumi Airport since it opens for 1-5 visits (95.6%) while a small of passengers

have used for 6-10 visits (3.2%) and more than 11 visits (1.2%).

Part 2: Tests hypotheses by using t-test and one-way ANOVA.

For hypothesis testing, t-test and one-way ANOVA method were employed to

analyze the data for approval the hypotheses which study the factors that have an

effect to international passengers satisfaction on their expectation and perception in

service quality of Suvarnabhumi Airport. Besides, the overall international passengers

satisfaction will be summarized also.

1. Test hypothesis 1 & 8 with t-test

Table 9 Testing gender with expectation and perception level by t-test

t df Sig. (2-tailed)

Expectation level -1.360 339.858 .054

Perception level -1.255 340 .057

Hypothesis 1

According to table 9 shows that the significant level equals 0.054 which is

greater than 0.05; it means that gender independent variable is independent with

expectation.

39

Hypothesis 8

According to table 9 shows that significant level equals 0.057 which is greater

than 0.05; it means that gender independent variable is independent with perception.

2. Test hypothesis 2 & 9 with one-way ANOVA

Table 10 Test of Homogeneity of Variances classified by age

Test of Homogeneity of Variances classified by age

Levene Statistic df1 df2 Sig.

Expectation level .760 4 337 .552 Perception level 14.922 4 337 .000

Hypothesis 2

According to table 10, illustrates that the significant level of expectation variance

at 0.552 is greater than 0.05. This means expectation variances are all equal and will

be test by ANOVA.

Table 11 Test of ANOVA with expectation level classified by age

ANOVA Expectation level

Sum of

Squares Df Mean Square F Sig. Between Groups 8.795 4 2.199 8.781 .000 Within Groups 84.377 337 .250 Total 93.172 341

From table 11, illustrates that the significant level at 0.000 which is less than

0.05; it means age independent variable is dependent with expectation.

40

Hypothesis 9

According to table 10, illustrates that the significant level of perception variance

at 0.000 is less than 0.05. This means perception variances are not all equal and will be

test by Welch.

Table 12 Test of Welch with perception level classified by age

Robust Tests of Equality of Means Perception level

Statistic(a) df1 df2 Sig. Welch 7.721 4 37.486 .000

a Asymptotically F distributed.

From table 12, illustrates the significant level at 0.000 which is less than 0.05; it

means that age independent variable is dependent with perception.

3. Test hypothesis 3 & 10 with t-test

Table 13 Testing nationality with expectation and perception level by T-test

t df. Sig. (2-tailed)

Expectation level -3.530 196.509 .001

Perception level -4.286 195.978 .000

Hypothesis 3

According to table 13 indicates that the significant level equals 0.001 which is

less than 0.05; it means that nationality independent variable is dependent with

expectation.

41

Hypothesis 10

According to table 13 indicates that the significant level equals 0.000 which is

less than 0.05; it means that nationality independent variable is dependent with

perception.


Test 14 Test of Homogeneity of Variances classified by marital status

Test of Homogeneity of Variances


Expectation level 3.081 5 336 .010 Perception level 2.297 5 336 .045

Hypothesis 4

According to table 14, shows that the significant level of expectation variance at

0.010 is less than 0.05. This means expectation variances are not all equal and will be

test by Dunnett. From the significant level shows at 0.10 of expectation; it means

marital status independent variable is dependent with expectation.

Hypothesis 11

According to table 14, shows that the significant level of perception variance at

0.045 is less than 0.05. This means perception variances are not all equal and will be

test by Dunnett. From the significant level showed at 0.045 of perception; it means

marital status independent variable is dependent with perception.

42


Table 15 Test of Homogeneity of Variances classified by education




Hypothesis 5

According to table 15, illustrates that the significant level of expectation variance

at 0.347 is greater than 0.05. This means expectation variances are all equal and will

be test by ANOVA.

Table 16 Test of ANOVA with expectation level classified by education

ANOVA

Expectation level

Sum of

Squares df Mean Square F Sig. Between Groups .532 3 .177 .647 .585 Within Groups 92.640 338 .274 Total 93.172 341

From table 16 illustrates the significant level at 0.585 which is greater than 0.05;

it means education independent variable is independent with expectation.

43

Hypothesis 12

According to table 15, illustrates that the significant level of perception variance

at 0.125 is greater than 0.05. This means perception variances are all equal and will be

test by ANOVA.

Table 17 Test of ANOVA with perception level classified by education

ANOVA

Perception level

Sum of

Squares df Mean Square F Sig. Between Groups 3.135 3 1.045 3.930 .009 Within Groups 89.871 338 .266 Total 93.005 341

From table 17, illustrates that the significant level at 0.009 which is less than

0.05; it means education independent variable is dependent with perception.


Table 18 Test of Homogeneity of Variances classified by income




44

Hypothesis 6

According to table 18, indicates that the significant level of expectation variance

at 0.000 is less than 0.05. This means expectation variances are not all equal and will

be test by Welch.

Table 19 Test of Welch with expectation level classified by income

Robust Tests of Equality of Means Expectation level



From table 19, indicates the significant level at 0.000 which is less than 0.05;it

means that income independent variable is dependent with expectation.

Hypothesis 13

According to table 18, indicates that the significant level of perception variance

at 0.000 is less than 0.05. This means perception variances are not all equal and will be

test by Welch.

Table 20 Test of Welch with perception level classified by income

Robust Tests of Equality of Means

Perception level



45

From table 20, indicates the significant level at 0.206 which is greater than

0.05;it means that income independent variable is independent with perception.


Table 21 Test of Homogeneity of Variances classified by experience




Hypothesis 7

According to table 21, shows that the significant level of expectation variance at

0.013 is less than 0.05. This means expectation variances are not all equal and will be

test by Welch.

Table 22 Test of Welch with expectation level classified by experience


Expectation level



From table 22, shows the significant level at 0.030 which is less than 0.05;it

means that experience independent variable is dependent with expectation.

46

Hypothesis 14

According to table 21, shows that the significant level of perception variance at

0.021 is less than 0.05. This means perception variances are not all equal and will be

test by Welch.

Table 23 Test of Welch with perception level classified by experience


Perception level



From table 23, shows the significant level at 0.000 which is less than 0.05;it

means that experience independent variable is dependent with perception.

Part 3: Analyzes the respondents’ expectation and perception about airport

service quality at Suvarnabhumi Airport by using descriptive statistic

(mean, Standard Deviation).

47 Table 24 Descriptive Statistics for expectation and perception level

SERVQUAL Dimensions Expectation level Perception level

Mean SD Satisfaction level Mean SD Satisfaction level

1. Reliability

1.1 Keeping of promise for international airport competency offered 4.34 0.642 Very good 4.11 0.728 Good

1.2 Aviation hub of South East Asia capability 4.15 0.715 Good 4.05 0.729 Good

1.3 High security system 4.32 0.742 Very good 4.18 0.721 Good

Sub total 4.27 0.581 Very good 4.12 0.596 Good

2. Tangibles

2.1 Appearance of staff 4.30 0.705 Very good 4.32 0.695 Very Good

2.2 Efficiency of equipment (i.e. high-tech, ability to use) 4.24 0.695 Very good 4.11 0.815 Good

Sub total 4.27 0.614 Very good 4.22 0.646 Very Good

3. Responsiveness

3.1 Reduction of queuing time 4.11 0.781 Good 3.98 0.819 Good

3.2 Willingness of staff to serve/help customer 4.30 0.779 Very good 4.02 0.950 Good

Sub total 4.20 0.656 Good 4.00 0.762 Good

4. Assurance

4.1 Clear explanations of services 4.21 0.778 Very Good 3.89 0.936 Good

4.2 Friendliness and courtesy of staff 4.36 0.716 Very good 4.28 0.782 Very Good

4.3 Knowledge and capability of staff 4.17 0.706 Good 3.89 0.841 Good

Sub total 4.25 0.651 Very good 4.02 0.722 Good

5. Empathy

5.1 Convenience of location 4.07 0.825 Good 3.96 0.776 Good

5.2 Convenience of transportation provided 4.13 0.858 Good 3.93 0.887 Good

Sub total 4.10 0.774 Good 3.95 0.737 Good

Total satisfaction level Very Good Good

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From table 24, expected service quality level, Reliability and Tangibles were

most expected by passengers with the same mean score (4.27). Conversely, Empathy

was least expected by passengers (4.10). On the other hand, perceived service quality

level, Tangibles was most perceived by passengers (4.22). In contrast, Empathy was

least perceived by passengers (3.95).

For Reliability, most passengers were very expected in the service quality of

keeping of promise for international airport competency offered with 4.34 point. The

mean point was 4.27, therefore most passengers expected the very good service in

reliability from Suvarnabhumi Airport. While most passengers were extremely perceived

service quality of high security system with 4.18 point. The mean was 4.12, thus most

passengers perceived the good service in reliability from Suvarnabhumi Airport.

For Tangibles, most passengers were very expected in service quality of

appearance of staff with 4.30 point. The mean point was 4.27, therefore most

passengers expected the very good service in tangibles from Suvarnabhumi Airport.

While most passengers were extremely perceived service quality of appearance of staff

with 4.32 point. The mean was 4.22, thus most passengers perceived the very good

service in tangibles from Suvarnabhumi Airport.

For Responsiveness, most passengers were very expected in service quality of

willingness of staff to serve/help customer with 4.30 point. The mean point was 4.20,

therefore most passengers expected the good service in responsiveness from

Suvarnabhumi Airport. While most passengers were extremely perceived service quality

of willingness of staff to serve/help customer with 4.02 point. The mean was 4.00, thus

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most passengers perceived the good service in responsiveness from Suvarnabhumi

Airport.

For Assurance, most passengers were very expected in service quality of

friendliness and courtesy of staff with 4.36 point. The mean point was 4.25, therefore

most passengers expected the very good service in assurance from Suvarnabhumi

Airport. While most passengers were extremely perceived service quality of friendliness

and courtesy of staff with 4.28 point. The mean was 4.02, thus most passengers

perceived the good service in assurance from Suvarnabhumi Airport.

And for Empathy, most passengers were very expected in service quality of

convenience of transportation provided with 4.13 point. The mean point was 4.10,

therefore most passengers expected the good service in empathy from Suvarnabhumi

Airport. While most passengers were extremely perceived service quality of

convenience of location with 3.96 point. The mean was 3.95, thus most passengers

perceived the good service in empathy from Suvarnabhumi Airport.

Part 4: Summarizes the overall Suvarnabhumi Airport’s international

passengers satisfaction level in service quality by comparing

expectation and perception that effected on their satisfaction.

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Table 25 Overall passengers satisfaction level in service quality by comparing

expectation and perception

Service Dimensions Expectation Perception Satisfaction level

1. Reliability

1.1 Keeping of promise for international airport competency offered Very good Good Negative

Disconfirmation

1.2 Aviation hub of South East Asia capability Good Good Confirmation

1.3 High security system Very good Good Negative Disconfirmation

Sub total Very good Good Negative Disconfirmation 2. Tangibles

2.1 Apperance of staff Very good Very Good Confirmation

2.2 Efficiency of equipment (i.e. high-tech, ability to use) Very good Good Negative Disconfirmation

Sub total Very good Very Good Confirmation

3. Responsiveness

3.1 Reduction of queuing time Good Good Confirmation

3.2 Willingness of staff to serve/help customer Very good Good Negative Disconfirmation

Sub total Good Good Confirmation

4. Assurance

4.1 Clear explanations of services Very Good Good Negative Disconfirmation

4.2 Friendliness and courtesy of staff Very good Very Good Confirmation

4.3 Knowledge and capability of staff Good Good Confirmation

Sub total Very good Good Negative Disconfirmation 5. Empathy

5.1 Convenience of location Good Good Confirmation

5.2 Convenience of transportation provided Good Good Confirmation

Sub total Good Good Confirmation

Total satisfaction level Very Good Good Negative Disconfirmation

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From table 25, about the passengers satisfaction level in service quality, this

study used the expectancy disconfirmation theory which developed by Oliver, 1980 to

learn the customer satisfaction level by comparing customer expectation and perception.

According to this theory, satisfaction is caused by confirmation or positive

disconfirmation of customer expectations, and dissatisfaction is caused by negative

disconfirmation of consumer expectations. The satisfaction level of each service

dimension will be summarized according to this theory as follows:

For Reliability, the overall expectation was in very good level while the overall

perception was in good level. Thus the satisfaction in reliability results in negative

disconfirmation.

For Tangibles, the overall expectation was in very good level while the overall

perception was in very good level. Thus the satisfaction in reliability results in

confirmation.

For Responsiveness, the overall expectation was in good level while the overall

perception was in good level. Thus the satisfaction in reliability results in confirmation.

For Assurance, the overall expectation was in very good level while the overall

perception was in good level. Thus the satisfaction in reliability results in negative

disconfirmation.

For Empathy, the overall expectation was in good level while the overall

perception was in good level. Thus the satisfaction in reliability results in confirmation.

And the overall international passengers expectation was in very good level

while overall international passengers’ perception was in good level. Therefore, the

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overall international passengers satisfaction level was negative disconfirmation which

means passengers were dissatisfied in service quality of Suvarnabhumi Airport.

Part 5: The passengers’ suggestions for development

The passenger’s suggestions have been collected from the open-ended

question in eighth question of the questionnaire. There were 39 suggestions that most

responded from passenger as follows:

1. Should be more seats available for passengers in the airport.

2. Please provide “free drinking water”.

3. Airport officials should be more aware of airport facilities.

4. Baggage loss & found systems to be improved.

5. Internet facility should be free of charges.

6. Lockers should be available for transit passengers.

7. Weight machine should be more accurately.

8. Added more sign to information center.

9. Kiosks should be added for more efficient and timely service.

10. Improve immigration service to provide more helpful.

11. Taxi service is very expensive. This side should be looked by the government.

12. Should provide buzzy car for elderly and pregnant passenger.

13. Should be serving more public transportation.

14. Clearer signage of taxi departure cause the touts make it a bit confusing.

15. Should provide the interpreter & brochures to guide the turn to Thailand.

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16. More food center available.

17. More people should be recruited who can understand English to facilitate the

efficiency & guidance to the tourists.

18. Put up more boards for food courts.

19. More concerning restaurant & café. We need Arabian food and Arabic speaker or at

least more Franchise for fast-food.

20. Staff at the visa on arrival section and immigration rude and should be more helpful.

21. Visa officials are not very competent people (don’t speak almost any English and

get angry about it). In general, people are very nice and friendly.

22. Please finish train link to Bangkok soon.

23. The sign board (in front of gate C) is too close for read.

24. Improve baggage chariot.

25. For flight connection which is more than 6 hrs wait. Would be great to have more

shops, internet, relaxation facilities this side (international departure area) and also

washroom/shower facilities.

26. Improve on the security system.

27. Better international transfers when changing to non-alliance airline.

28. More toilets, internet facilities for laptop and smoking lounge.

29. More choice of public transportation.

30. The connection to local bus service should improve.

31. There should be more than one standby counter.

32. Check-in time limited of passenger should be five to six hours prior to departure.

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33. Better communication between booking agencies and airlines.

34. Waiting area is not very convenient.

Part 6: Discussion

From the study of Lerluck (2005) which is studied the satisfaction of Domestic

Airline Passengers Toward Service Quality of Thai Airways International Public

Company Limited. With the differences of study, the satisfaction of THAI passengers

and Suvarnabhumi Airport’s international passengers was different and similar in

conclusion.

The satisfaction level of THAI passengers were at “Satisfied” level in both of

toward four service processes of departure and arrival service (reservation and ticketing

service, check-in service, in flight service, and after flight service) and service

dimensions (reliability, tangibles, responsiveness, assurance and empathy).In contrast,

this study which is only measured the same service dimensions (reliability, tangibles,

responsiveness, assurance and empathy) that resulted at “Dissatisfaction” level in

service quality of Suvarnabhumi Airport.

About the satisfaction level classified by personal information, THAI passengers

with differences of education and monthly income independent variables were satisfied

differently. While this study had more factors that have a significant effect to

international passengers satisfaction on their expectation and perception in service

quality (age, nationality, marital status, education, income, and experience)

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For the satisfaction level classified by passenger behavior, THAI passengers

with differences of class of service, reservations approach, travel frequency, and travel

purpose were satisfied differently. In this study, had only experience factor (included in

personal information) that was the independent variable significantly influenced the

satisfaction of Suvarnabhumi Airport’s international passengers.

CHAPTER 5

CONCLUSIONS

Conclusions

Suvarnabhumi Airport is the new international airport that has been planned to

be the aviation hub of Southeast Asia which provides the international airport standard

in services and facilities for the global passenger. Generally, service sector can satisfy

the customer by offering high service quality and efficient facilities. For the enormous

service provider like an airport has to concern more about the variance of passengers’

needs and wants. Moreover, the significant thing is how to satisfy them through the

service quality with limited resources.

The objectives of the study were to Study the factors that have an effect to

international passengers satisfaction on their expectation and perception in service

quality of Suvarnabhumi Airport and find out the overall Suvarnabhumi Airport’s

international passengers satisfaction level in service quality by comparing passengers

expectation and perception that effected on their satisfaction.

This research is a survey research and collected the data from primary data

which was based on the questionnaire. The questionnaire contented of two parts;

passenger’s personal data and passenger’s expectation level and perception level in

service quality. The 400 sampled population of the total population (28,274,022

passengers) are the international passengers who ever use services & facilities at

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Suvarnabhumi Airport, both of male and female, who age over 18 years old. The survey

research was conducted on April 9-17, 2007.

The results of the passenger’s personal data illustrated that 342 international

passengers were 201 male and 141 female. Most of passengers aged between 18-29

years old with non - Asian nationality. Most of them were single, had an education level

at bachelor’s degree. Mainly Passengers had total annual income for the previous year

between USD25,000 – USD49,999 and also used Suvarnabhumi Airport since it opens

for 1-5 visits.

The results of testing hypothesis 1 & 8 illustrated that gender factor doesn’t

have any significant effect to passenger satisfaction on their expectation and perception.

The results of testing hypothesis 2 & 9 indicated that age factor has a

significant effect to passenger satisfaction on their expectation and perception.

The results of testing hypothesis 3 & 10 showed that nationality factor has a

the suvarnabhumi airport’s international ...the research is the suvarnabhumi airport’s...

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