At the airport, before flight departure and after flight arrival, passengers need services like baggage loading, transferring flight, check-in service, boarding etc. Airport ground service teams provide these services by executing sequences of tasks called duties. Each duty has cost associated with it, indicating quality of the duty. Airport management needs to select the duties such that all tasks are covered and total cost of the duties is minimized. The optimal duties are then assigned to ground service teams with relevant qualifications.
In this paper, we talked about the airport ground service since the customers check-in until wait in the boarding gate. We investigated how individual dimensions of airport ground service quality determine passengers’ future behavioral intentions. In this study, we adapted TAM model to be our framework. To investigate the effects of dimensions of airport ground service quality, Structural Equation Modeling using a maximum likelihood estimator, was applied to data collected from Thailand International air passengers. The total sample of this study is 530 respondents. The result of this study shown that the dimensions of perceived service quality, service innovation are significant relationship with perceived ease of use but only perceived service quality is not significant with perceived value. For TAM model, were found that only perceived value in term of usefulness have a positive effect on attitude toward of use which was directly related to Passengers’ future behavioral intentions.

At the airport, before flight departure and after flight arrival, passengers need services like baggage loading, transferring flight, check-in service, boarding etc. Airport ground service teams provide these services by executing sequences of tasks called duties. Each duty has cost associated with it, indicating quality of the duty. Airport management needs to select the duties such that all tasks are covered and total cost of the duties is minimized. The optimal duties are then assigned to ground service teams with relevant qualifications.
In this paper, we talked about the airport ground service since the customers check-in until wait in the boarding gate. We investigated how individual dimensions of airport ground service quality determine passengers’ future behavioral intentions. In this study, we adapted TAM model to be our framework. To investigate the effects of dimensions of airport ground service quality, Structural Equation Modeling using a maximum likelihood estimator, was applied to data collected from Thailand International air passengers. The total sample of this study is 530 respondents. The result of this study shown that the dimensions of perceived service quality, service innovation are significant relationship with perceived ease of use but only perceived service quality is not significant with perceived value. For TAM model, were found that only perceived value in term of usefulness have a positive effect on attitude toward of use which was directly related to Passengers’ future behavioral intentions.

ACKNOWLEDGEMENTS I ABSTRACT II TABLE OF CONTENTS III LIST OF FIGURES VI LIST OF TABLES VII CHAPTER ONE INTRODUCTION 1

1.1 Research Background and Motivation 1

1.1.1 Airport Ground Service Worldwide 1

1.1.2 Thailand International Airport Ground Service 3

1.1.3 Thailand International Airport VIP Ground Service 7

1.1.4 Theoretical Background 10

1.2 The Purpose of the study 10

1.3 The Purpose of the study 11

1.4 Structure of the Research Procedure 12


CHAPTER TWO LITERATURE REVIEW 13


2.1 The definition of Relevant Research Variables 13

2.1.1 Service 13

2.1.2 Service Innovation 17

2.1.3 Consumer value 22

2.1.4 Theory of Technology Acceptance Model (TAM) 26

2.1.4.1 Perceive Value 27

2.1.4.2 Perceive Service Quality 37

2.2 The interrelationship among Research Construct 42

2.2.1 The interrelationship among the Perceived

Service Quality with TAM

(Perceived Ease of Use and Perceived Value) 42

2.2.2 The interrelationship among the Service Innovation

with TAM (Perceived Ease of Use and Perceived Value) 44

2.2.3 The interrelationship among the TAM constructs 44


III

CHAPTER THREE METHODOLOGY 48


3.1 Research Design 48

3.1.1 Research Framework 48

3.1.2 Research Hypotheses 50

3.1.3 Survey Instruments 51

3.1.4 Questionnaire Design 51

3.2 Sampling and data collecting 60

3.3 Data Analysis Method 61

3.3.1 Descriptive statistic method 61

3.3.2 Purification and Reliability of the Measurement Variables 61

3.3.3 Structural Equation Modeling 62

3.3.4 Confirmatory Factor Analysis (CFA) 63

3.3.5 Goodness of Measures 63


CHAPTER FOUR DATA ANALYSIS AND RESULT 66


4.1 Descriptive Analysis 66

4.1.1 Data Collection 66

4.1.2 Demographic of the respondents 67

4.1.3 Descriptive analysis of questionnaire items 69

4.2 Measurement Model 73

4.2.1 Confirmatory Factor Analysis 74

4.2.2 Summary of Measurement Model 90

4.3 Structural Equation Model 91

4.3.1 Full Structural Equation Model 91

4.4 Result of Hypothesis Testing 93

4.5 Summary 101


CHAPTER FIVE CONCLUSION AND RECOMMENDATION 102

5.1 Research Findings and Discussion 102

5.2 Managerial Implication 104

5.3 Conclusion of the study 105

5.4 Limitations of this study 106





IV

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PILOT TEST QUESTIONNAIRE 117

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