Key Survival Drivers of Low-Cost Carriers: An Empirical Investigation in the Context of Thai Airlines
บทคัดย่อ
This study investigates the key survival drivers of low-cost carriers (LCCs) in Thailand, a business facing rising fuel costs, intense competition, and external factors. The objectives were to identify critical drivers, examine managerial perspectives, and propose a comprehensive survival model. A mixed-methods design was employed, integrating quantitative surveys of 400 passengers and employees with qualitative interviews of 15 aviation experts. Quantitative data were analysed using structural equation model (SEM), while qualitative insights contextualized the findings. Results reveal that revenue and market strategy exert the strongest influence on survival, supported by operational performance, customer relationship, and network management. The validated model underscores that sustainable survival requires a balanced integration of financial strength, operational excellence, customer loyalty, and strategic network design. These results provide empirical evidence from the Thai context and practical advice for surviving in unstable markets, which is a contribution to the field of airline management.
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