The Effect of Demographic Information as Moderator toward Relationship between Service Quality, Customer Satisfaction, and Customer Loyalty in Thai Low Cost Carriers’ Passengers

Abstract

This paper intends to study the effect between service quality and customer satisfaction; customer satisfaction and customer loyalty; also the effect of demographics as moderator toward the relationships. The demographic variables: gender, age, education level, and income, are considered as the moderating factors. The respondents are passengers using low cost airline only in domestic. Structural equation model (SEM) is applied to discover the effects following the objectives of study. According to the result, gender affects the relationship between assurance and customer satisfaction to be negative whereas age affects their relationship to be positive. Furthermore, gender affects the relationship between empathy and customer satisfaction to be positive. For income level, it affects the relationship between reliability and customer satisfaction to be negative effect. Lastly, the education level affects the relationship between customer satisfaction and customer loyalty to be negative effect. In conclusion, the demography should be extended to study in various fields for explaining the phenomenon of demographic.

Understanding mediators and moderators of the effect of customer satisfaction on loyalty

“…Corporate image is key to a firm since it is the overall impression by public observances about a firm which customers relate to physical and behavioural attributes of the firm (Hong & Marimuthu, 2014). Demographic factors also play an active role in influencing consumer behaviour (Pitchayadejanant & Nakpathom, 2016). They influence perceptions of customers differently especially within the service industry (Akbar, 2013).…”

Influencia de la calidad del servicio en la fidelización e imagen de marca de las principales cadenas de moda textil

“…Durante los últimos 25 años, la calidad del servicio se ha debatido ampliamente en la literatura. Su concepto proviene de los antecedentes del marketing y es capaz de establecer relaciones con los clientes (Pitchayadejanant & Nakpathom, 2016). La calidad del servicio se define como la adaptación a las demandas del cliente en la prestación de un servicio.…”

“…(Gan, 2015). Parasuraman et al (1988), en su estudio sobre la calidad del servicio, menciona que se han identificado 5 dimensiones (Pitchayadejanant & Nakpathom, 2016). La tangibilidad, refiriéndose a la apariencia de las instalaciones, los equipos, los empleados y los materiales de comunicación; la fiabilidad, que es la prestación de los servicios de forma precisa y fiable; la capacidad de respuesta, que se refiere a ofrecer ayuda a los clientes de manera voluntaria y prestar servicios adecuados; la garantía, como la aptitud para generar confianza en los clientes; y la empatía, que permite proporcionar una atención individualizada al cliente.…”

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“…According to Pitchayadejanant & Nakpathom (2016), loyalty indicators include: I am happy to recommend this bank to others, I am proud to be a customer of this bank, this bank is my first choice, I will choose this bank continuously, this bank is very interesting, I want using this bank, this bank is good.…”