Journal of Marketing Management

The Effect of Demographic Information as Moderator toward Relationship between Service Quality, Customer Satisfaction, and Customer Loyalty in Thai Low Cost Carriers’ Passengers
Krittipat Pitchayadejanant (Ph.D.), Parinya Nakpathom

Abstract
This paper intends to study the effect between service quality and customer satisfaction; customer satisfaction and customer loyalty; also the effect of demographics as moderator toward the relationships. The demographic variables: gender, age, education level, and income, are considered as the moderating factors. The respondents are passengers using low cost airline only in domestic. Structural equation model (SEM) is applied to discover the effects following the objectives of study. According to the result, gender affects the relationship between assurance and customer satisfaction to be negative whereas age affects their relationship to be positive. Furthermore, gender affects the relationship between empathy and customer satisfaction to be positive. For income level, it affects the relationship between reliability and customer satisfaction to be negative effect. Lastly, the education level affects the relationship between customer satisfaction and customer loyalty to be negative effect. In conclusion, the demography should be extended to study in various fields for explaining the phenomenon of demographic.

Full Text: PDF     DOI: 10.15640/jmm.v4n1a16