CASUAL FACTORS AFFECTING COMPETITIVE ADVANTAGE STRATEGIES OF LOW-COST AIRLINES IN THAILAND

The objectives of this research were 1) to study the degree and relationship of causal factors affecting competitive advantage strategies of low-cost airlines in Thailand; 2) to study the causal factors that directly influence the effectiveness of competitive strategies of low-cost airlines in Thailand; and 3) to investigate the indirect effects of causal factors affecting competitive advantage strategies of low-cost airlines in Thailand. This study is a combination of both quantitative and qualitative analysis methods. The sample included executive and operational personnel from low-cost airlines in Thailand, as well as an academic with professional expertise and understanding of the airline industry. The tool used to collect the data was a questionnaire, which passed the content validity check and had a confidence value (Cronbach's Alpha Coefficient) of 0.991. The results of the study showed that respondents had the highest opinion of the overall service quality. The results reflect that low-cost airlines need to focus on improving service quality along with developing innovation capabilities and strengthening a strong organizational culture. This is to support the implementation of competitive strategies to maximize efficiency and create a sustainable competitive advantage in the midst of the fierce competition of the aviation industry