Service Design Guideline of U-Tapao International Airport for Service Excellence

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Sittichai Sricharoenpramong


This research aims 1). to analyse the service policy of U – Tapao International Airport 2). to evaluate important level of service and service performance of U – Tapao International Airport and 3). to guide the service design of U – Tapao International Airport for Service Excellence. The study uses a Mixed Methods approach; Qualitative analyses service policy by interviewing Executive Management of U – Tapao International Airport. Result revealed that service policy of U – Tapao International Airport emphasizes 3 main issues are Save Time, Save cost and Safe & Secure. Quantitative evaluates level of importance and service performance of U – Tapao International Airport by 400 Thai passengers. The Importance Performance Analysis (IPA) was used as a research instrument. The questionnaires were collected in March – June 2016 at U – Tapao International Airport. The result shows that in the overall, the important level of service is in high level and the service performance of U – Tapao International Airport is in middle level. The study lead to service design guideline of U-Tapao International Airport for service excellence consist with 3 stages; Exploration Stage, Creation Stage and Reflection & Implementation Stage


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Sricharoenpramong, S. (2018). Service Design Guideline of U-Tapao International Airport for Service Excellence. WMS Journal of Management, 7(1), 55-70. Retrieved from
Research Articles-Academic Articles
Author Biography

Sittichai Sricharoenpramong

Program in Tourism, Faculty of Management Sciences, Rambhai Barni Rajabhat University


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