Fuzzy QFD for LCC Strategic Decisions in Thailand: A Case Study of Nok Air and COVID-19 Recovery

Piyanee Akkawuttiwanich, Pisal Yenradee and Narudh Cheramakara
Additional contact information
Piyanee Akkawuttiwanich: International Academy of Aviation Industry, Thailand
Pisal Yenradee: Sirindhorn International Institute of Technology, Thailand
Narudh Cheramakara: International Academy of Aviation Industry, Thailand

International Journal of Knowledge and Systems Science (IJKSS), 2024, vol. 15, issue 1, 1-26

Abstract: This study focuses on the impact of the Covid-19 crisis on low-cost carriers (LCCs), particularly in comparison to full-service airlines (FSAs). With a target segment of price-sensitive leisure travelers, LCCs have been significantly affected. The objective of this paper is to analyze customer requirements for Thai LCCs during the Covid-19 recovery period and identify strategic improvement decisions accordingly. Nok Air, a well-established LCC in Thailand, is used as a case study. The proposed fuzzy QFD approach is employed to prioritize customer requirements, suggest strategic decisions, and enhance operational practices for the airline's recovery. Key findings include positioning as a premium LCC, offering premium services, increasing ancillary revenue, and improving aircraft utilization. This research is the first to apply fuzzy QFD to prioritize strategic decisions for managing LCCs during the Covid-19 recovery, aiming to enhance customer satisfaction and performance ratings set by the management team.

Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJKSS.333900 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jkss00:v:15:y:2024:i:1:p:1-26

Access Statistics for this article

International Journal of Knowledge and Systems Science (IJKSS) is currently edited by Van Nam Huynh

More articles in International Journal of Knowledge and Systems Science (IJKSS) from IGI Global
Bibliographic data for series maintained by Journal Editor ().