THE COMPARISON OF THE EXPECTATIONS TOWARD AIRLINES SERVICE IN THAILAND : CASE STUDY OF THAI AIRWAYS-KOREAN AIR

Abstract

The objectives of this research are: (1) To survey the individual expectations toward Thai Airways and Korean Air (2) To study the comparison of the individual expectation toward Thai Airways and Korean Air. (3) To study factors affect the expectations of the customers. The research adopted the primary data and secondary data such as, in-depth interview question, reviewing previous researches, internet, books and articles. This qualitative research studies in comparison of person’s expectancy to Thai Airways and Korean Air by screening samples from people whom never experienced in services offered by Thai Airway and Korean Air to conduct in-depth interview and employ collected data for comparison analysis. The result of the research are as follow: (1) Thai individual highest expectation towards both Thai Airways and Korean Air is safety (2) The individual person expect for convenience from Thai Airways more than Korean Air, while expect for good service from Korean Air than Thai Airways.