Airline service quality (AIRQUAL) improvement approach for Thai Airways during the rehabilitation

Since the outbreak of COVID-19 in 2020, Thai Airways (THAI) and many other airlines have been suffering from significant losses a shortage liquidity cash flow. Therefore, submitted rehabilitation plan aims to completely restructure enable THAI become profitable again (Thai Airways, 2021). This study therefore contribute guideline for enhancing service quality customer satisfaction business by using content analysis documents, books, tables, articles related research examine data based on Airline Service Quality (AIRQUAL), crucial component all providers, but particularly airline industry. line with forecast International Air Transport Association (IATA) The Civil Aviation Authority Thailand (CAAT) that aviation industry will recover normal within next few years national strategy (2018-2037) developing future industries services order be key growth engines designed push developed country through advanced innovations technologies also serves as foundation further studies could possibly accelerate existing customers' selection decisions.