Educational and digital tools as factors of service quality increase in Thailand 4.0 era (the case of Suvarnabhumi Airport, Bangkok)

Abstract

Listen

Translate article

Currently, Thailand implemented the project Thailand 4.0 essentially highlighted on better performance on human resource as well as an information technology management. However, service quality is the key to create the business differentiation as well as to elevate a superior level of market competitiveness. The aviation industry is one of the most intense competitive industry, therefore, passengers’ satisfaction on airport service quality and its’ efficient facility management is the most important factor that can create business differentiation and influenced a sustainable industry accordingly. This paper seeks to investigate the (1) factors that affect service quality and (2) passengers’ satisfaction of Suvarnabhumi airport in Thailand 4.0 era. Where the concept of Importance-Performance Analysis (IPA) has been implemented in this research, the results show that passenger’s expectation on service quality was higher than the services that passengers received in many areas. However, from 150 questionnaires that have been released, the research results indicated that most of the respondents placed the highest satisfaction on the quality of internet and wireless connectivity service as the top priority at Suvarnabhumi Airport, whereas the lowest satisfaction is placed on the service quality of an immigration process where the effectiveness of human resources management is the key element affecting the service quality. Moreover, there is a recommendation on the self-check-in-counter and the processing of this service that needs to be modernized and promote passengers to use this technology widely. Hence, to enhance the airport service quality toward Thailand 4.0, the technology should be taken into account at every level to increase passengers’ satisfaction throughout the passenger’s arrival, departure and transit process accordingly.