Assessing Consumer Risk in an Internet Driven Industry: Low Cost Airlines in Thailand

This research measures perceived risks of consumers when using internet-based operations in Asian low-cost airlines operating in Thailand. A risk profile measure is used to illustrate the risk exposure from the customer’s perspective when flying with lowcost airlines. The paper reports a survey the analysis of which highlights the top ten risks (factors) important to customers. The paper also reports that in terms of the probability of risk, the ratings show that consumers perceived legal, operational, and environmental risks as being the most likely to affect their decisions. The reliance on the Internet for customer service and management was perceived to pose less significant risk.