TY  - JOUR
AB  - Purpose 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.Design/methodology/approach 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.Findings 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.Originality/value 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.
VL  - 36
IS  - 1
SN  - 0265-671X
DO  - 10.1108/IJQRM-02-2018-0024
UR  - https://doi.org/10.1108/IJQRM-02-2018-0024
AU  - Ahmadi Arash
PY  - 2018
Y1  - 2018/01/01
TI  - Thai Airways: key influencing factors on customers’ word of mouth
T2  - International Journal of Quality & Reliability Management
PB  - Emerald Publishing Limited
SP  - 40
EP  - 57
Y2  - 2024/05/13
ER  -