Original scientific paper
https://doi.org/10.32728/er-ei.38.1.5
EXPLORING THAI AIRPORTS USERS’ EXPECTATIONS AND PERCEPTIONS BASED ON SERVICE QUALITY INDICATORS USING CLASSIFICATION AND REGRESSION TREE APPROACHES
Thanapong Champahom
; Department of Management, Faculty of Business Administration, Rajamangala University of Technology Isan, Nakhon Ratchasima 30000, Thailand
Naphak Chaimuang
; School of Transportation Engineering, Institute of Engineering, Suranaree University of Technology, Nakhon Ratchasima 30000, Thailand
Natcha Limpasirisuwan
; Department of Management, Faculty of Business Administration, Rajamangala University of Technology Isan, Nakhon Ratchasima 30000, Thailand
Thitinan Pholsook
orcid.org/0009-0005-8484-3156
; School of Transportation Engineering, Institute of Engineering, Suranaree University of Technology, Nakhon Ratchasima 30000, Thailand
Dissakoon Chonsalasin
; Department of Transportation, Faculty of Railway Systems and Transportation, Rajamangala University of Technology Isan, Nakhon Ratchasima 30000, Thailand
Sajjakaj Jomnonkwao
; School of Transportation Engineering, Institute of Engineering, Suranaree University of Technology, Nakhon Ratchasima 30000, Thailand
*
Vatanavongs Ratanavaraha
; School of Transportation Engineering, Institute of Engineering, Suranaree University of Technology, Nakhon Ratchasima 30000, Thailand
* Corresponding author.
Abstract
Objective: The primary objective of this research is to develop a model that can identify the significance of variables impacting the expectations and perceptions of service users at Thai airports. This investigation specifically focuses on the indicators of service quality. Methodology: The Classification and Regression Trees (CART) method. Two distinct models were constructed: (1) a model analyzing airport user expectations, and (2) a model assessing the perceived service quality by airport users. The target variable for both models was airport passenger satisfaction. Findings: The analysis of the airport service user expectation model unveiled that the most crucial factor impacting customer satisfaction is the adequacy of parking spaces. Conversely, the perception model demonstrated that customer satisfaction is primarily influenced by the politeness and assistance provided by airport inspectors. Conclusion: The results derived from this study can provide valuable insights to airport regulators, aiding their comprehension of user requirements in terms of both expectations and perceptions. By understanding these needs, airport authorities can work towards satisfying them effectively. Implications: The findings of this research have several implications for airport authorities. They can utilize the guidelines and recommendations proposed in this study to enhance airport facilities and processes, ultimately improving passenger satisfaction.
Keywords
Thai Airports; service indicators; decision tree; variables importance; strategic management
Hrčak ID:
331105
URI
Publication date:
23.5.2025.
Visits: 759 *