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Thai Airways: key influencing factors on customers’ word of mouth

Arash Ahmadi (Graduate School of Business, Assumption University, Bangkok, Thailand)

International Journal of Quality & Reliability Management

ISSN: 0265-671X

Article publication date: 17 December 2018

Issue publication date: 21 February 2019




The purpose of this paper is to evaluate and analyze the influence of service convenience, service quality and customer satisfaction on the formation of word of mouth in airline industry.


The sample included 400 passengers who had experienced THAI’S international flights. To test the study hypotheses, a research model was examined applying structural equation modeling.


The findings submit that, in addition to effects of service convenience, service quality and customer satisfaction on word of mouth, decision convenience has the most positive significant influence on word of mouth compared to service quality dimensions and customer satisfaction.

Research limitations/implications

The present research focuses on assessing the word of mouth level only for THAI; therefore, its findings may not be generalized for the other airlines. In addition, the target market of this study is the customers of THAI. Future researchers can select the markets of other airlines customers.

Practical implications

In airline companies, service convenience plays a central role on customer word of mouth. Therefore, airlines should concentrate on travelers’ convenience in the service procedure. They should plan the service to support the best convenience for travelers.


This investigation would help airlines to understand what makes customers more satisfied before, during and after using an airline service and to understand how this is related to the word of mouth.



This work would not have been possible without the author’s family contribution and support. The author dedicates this paper to the author’s family and especially the author’s grandfather. The author would especially like to thank Dr Sirion Chaipoopirutana. By her examples, she showed the author what a good researcher should be. The author appreciates some of the author’s friends, whose assistance, guidance, encouragement and friendship are invaluable. The author deeply thankful for their kindness.


Ahmadi, A. (2019), "Thai Airways: key influencing factors on customers’ word of mouth", International Journal of Quality & Reliability Management, Vol. 36 No. 1, pp. 40-57.



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