Last modified: 2016-12-12
Abstract
Communication is a tool which would enable the human understanding function working properly since they were a baby. The consumers which are the human try to communicate achieving what they need, likewise, the suppliers try to communicate responding the consumers’ needs. The low-cost airlines sometimes were the last choice to choose for consumers due many factors. The aim of this paper is to identify the air traveler experiences about communication of low-cost airlines in Thailand reflected to their satisfaction after service. This paper investigates by second-order confirmatory factors analysis to examine in communication tool of Berlo’s theory; Sender sends the Message through the Channel to Receiver (SMCR Model) which low cost airlines mixed with marketing tools to meet satisfaction of air traveler in five characteristics; the communication skills which is the individual skill, the attitude towards the audience, the knowledge about thing to communicate, the social system which includes various aspects of the society and the culture of a particular society. The first conceptual framework analyzed on consumers’ perception prior to purchase factors which are safety and convenient. The second conceptual framework analyzed on low-cost airlines’ communication characteristics toward low-cost airlines’ safety and convenient. This article found the consumers relied on the low-cost airliners personnel communication skills, attitude and knowledge prior to purchase responsively to the experiences after the service.