Service marketing strategies of low cost airlines in Thailand : a case study of Nok Air | |
| Author | Nunvipa Lertprasertsukkoo |
| Call Number | AIT RSPR no.SM-06-103 |
| Subject(s) | Nok Air Airlines--Thailand Service industries--Thailand--Marketing Local service airlines--Thailand |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-06-103 |
| Abstract | Thai airline industry has been highly affected by the country's economy growth, domestic air travel demand, political and legal issues. After the airline deregulations in Thailand during 1991-2003, the Thai airline industry became more competitive and dynamic. Particularly after the emergence of "Thai-based low cost airlines: One Two Go, Thai Air Asia and Nok Air since 2003, the domestic air travel competitive rivalry became even higher. However, tile passengers are the ones who gain the most in this battlefield clue to air fare reduction, service improvement and route expansion. As the latest entrant in Thai low cost airline industry, Nok Air aims to position itself as premium low cost airline offering value added services that are true value for money. The hybrid competitive strategy has been implemented; the airline focuses on both keeping costs down and offering differentiated and quality services at the same time. As a result, this research aims to study and asses the difference in passengers' prior expectation and their actual perception of services delivered by Nok Air as well as the passengers' perception towards the airline brand and their perceived value in terms of money spent. The research finds out that there are still several significant differences in passenger expectation and perception towards both pre-flight and in-flight services delivered by Nok Air. Furthermore, its branding strategy has not yet been well communicated to passengers. Consequently, the recommendations on Nok Air service marketing strategies arc made at the end of this research |
| Year | 2006 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Johri, Lalit M.; |
| Examination Committee(s) | Beise-Zee, Rian ;Sununta Siengthai ; |
| Scholarship Donor(s) | Royal Thai Government Fellowship; |
| Degree | Research Studies Project Report (M. BA.) - Asian Institute of Technology, 2006 |