The History Of Thai Airways

Thai Airways International is the largest airline in Thailand which manages domestic, regional and international flights radiating from it’s headquarter centered in Bangkok to core destinations around the world and within Thailand. It was founded in 1960 as a joint venture among Thailand’s domestic carrier, Thai Airways Company (TAC), and Scandinavian Airlines System (SAS). After a 17-year capital contribution partnership with SAS, the Thai Government purchased SAS holding. In 1997, Thai Airways International was introduced as a member of the Star Alliance, and in 1998 combined with TAC, a domestic airline.

In 1238, Thailand was released from the domination of other countries and transformed its name from Siam to Thailand (Thai means freedom, and Thailand raises for “Land of the freedom”). The name of the company involves the national carrier of the Kingdom of Thailand in both Thai and English. Thai Airways’ logotype is related to an orchid and of high readability and graphic impact. It is a symbol conveying the spirit of Thailand; its soft, curving lines merged with a speed line propose an effortless flight; the color scheme indicates the culture of the country - gold (temple), magenta (silk) and purple (orchid). During its history THAI, as the national carrier, has assumed a key responsibility in improving and expanding the potential for tourism. In 1960, tourism was only just starting to be an important contributor to Asian economies. In that year less than 200,000 international people visited Thailand. Today, over 14 million travelers arrive annually and tourism has become the country’s most treasured source of foreign exchange income (www.thaiairways.com/en_TH/index.page).

The development of trade, ...

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...bility as the ability to perform the pledged service dependably and accurately.

Responsiveness: Parasuraman et al. (1988) defined responsiveness as willingness to assist customers and prepar prompt service.

Assurance: Parasuraman et al. (1988) defined assurance as the knowledge and consideration of employees and their ability to inspire belief and confidence.

Empathy: It is defined as the caring, personalized attention the company prepares for its customers (Parasuraman et al., 1988).

Customer Satisfaction: Jih (2007) defined Customer satisfaction as a kind of emotional reaction attaining after the customer has used the service.

Word-of-mouth (WOM): Harrison-Walker (2001) defined word of mouth as the informal, person-to person interaction about a brand, goods, organization, or service that occurs among a non- mercantile communicator and a receiver (consumer).