Model Scamper (SCAMPER) Innovative Ideas for Brand Difference and Customer Experience: A Case Study of Thai Airways International Public Company Limited

Abstract

The objectives of this study were 1) To identify and create innovative ideas in the SCAMPER sector to attract high purchasing power customers or passengers 2) To identify factors that make customers or passengers willing to pay higher prices 2 times than low-cost airlines. This research design was the mixed method including qualitative and qualitative approaches. The purposive sampling was employed to recruit 11 interviewees for qualitative research and 170 individuals for quantitative research. The tools for data collection included the structured interview consisting of 7 item interview questions and the questionnaire consisting of 29 item questions of which the content validity was verified. The result of the qualitative research showed that cooperation with other entities such as offering visa service, improving online network, offering services with reasonable prices, installing digital entertainment and massage chairs, etc. These offerings can attract customers to pay higher prices 2 times than low-cost airlines. The statistical analysis of quantitative research included descriptive and inferential statistics such as correlation analysis and multiple regression analysis. The findings revealed that customers were willing to pay higher prices 2 times than low-cost airlines if Thai Airways improved its services according to customers’ experiences namely 1) The improvement of in-flight service standard of Thai Airways did not influence customers’ willingness to pay higher prices. 2) Digital entertainment (β.245, α 0.017) and newer airplanes (β.276, α0.003) positively influenced customers’ willingness to pay higher prices at the statistical significance level of 0.05 and 0.01, respectively.