In the past few years, global airline industry has grown dramatically, and low cost airline obviously become prosperous and gains enormous market shares of the airline travelling. Furthermore, low cost airline in Thailand has increased their competitiveness rapidly and earned significant market share from full service airline. The purpose of this study is to find the key factors affecting Thai passengers to select low cost airlines, and we hope that the results of this study could serve as a guideline for the managers of Thai low cost airline to effectively develop their marketing strategies in order to gain the competitive advantage and meet passenger’s satisfaction. A framework with four dimensions and 19 factors influencing passenger’s selection of low cost airlines were derived by literature review. Then, a questionnaire of AHP was designed and a questionnaire survey of Thai passengers was done. Next, AHP methodology was applied to obtain the priority of importance of these dimensions and factors. We found that the rank of importance of dimensions is: airline corporate, service quality, flight management, and airline aircraft. As for the rank of importance of 19 factors is: price, punctuality, safety record, reliability, responsiveness, flight availability, comfort, cleanliness, brand image, promotion and advertising, empathy, flight announcement, service supply chain, tangible, assurance, facilities, flight compensation, alliance, and entertainment, respectively. Further, we compared our results with those of other papers. Finally, we make suggestions to both Thai low cost airlines and Thai government.

Abstract i
Acknowledgement ii
Table of Contents iv
List of Tables v
List of Figures vi
Chapter 1 Introduction 1
1.1 Background and Motivation 1
1.2 Purposes of the Research 6
1.3 Research Process 7
Chapter 2 Literature Review 9
2.1 Papers Related to Airline Service 9
2.2 A Hierarchical Framework of Key Factors 18
2.3 Papers Related to the Analytic Hierarchy Process (AHP) 22
Chapter 3 Methodology of Analytic Hierarchy Process 26
3.1 The Principle of AHP 26
3.2 The Process of AHP 27
3.3 The Advantages of AHP 38
3.4 The Applications of AHP 38
Chapter 4 Results of Survey and Discussion 41
4.1 Personal Information of Thai Passengers 41
4.2 Results of Questionnaire 47
4.3 The Comparisons of Results with Those of Other Papers 72
5.1 The Summary of Results 82
5.2 Suggestions for Related Organizations 83
5.3 Research Limits and Future Development 92
References 94

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