Antecedents of Brand Loyalty of the Airline Business in Thailand

This research aimed to analyze the structure and relationship and to study the path of effects between customer behavior, customer relationship management, airline service quality, digital marketing, and brand loyalty. The study population comprised individuals aged 20 years and above who utilized airline services. The sample was selected using a simple random sampling method. A questionnaire was used for data collection. The sample consisted of 400 participants. Then analysis the measurement model and structural equation modeling before hypotheses testing by Partial Least Square Structural Equation Modeling (PLS-SEM) with SmartPLS 4. 0 software. The results found that the causal relationship structure was consistent with the empirical data. Customer behavior, customer relationship management, and airline service quality had a positive influence on digital marketing, and digital marketing had a positive influence on brand loyalty, but airline service quality did not have an influence on brand loyalty. The study results revealed that digital marketing was a mechanism driving customer behavior, customer relationship management, and airline service quality, leading to how to build brand loyalty in the airline business in Thailand.