THE INFLUENCE OF MANAGEMENT INNOVATION, CORPORATE REPUTATION, JOB SATISFACTION, AND ORGANIZATIONAL COMMITMENT ON THE GOOD MEMBERSHIP BEHAVIOR OF EMPLOYEES IN LOW-COST AIRLINES IN THAILAND

Abstract The aviation industry has evolved to meet the demands of both domestic and international markets. For low-cost airlines to operate sustainably and successfully, these companies must cultivate a robust organizational culture among their employees. This involves creating an environment where employees feel proud and loyal to the organization, are satisfied with their work, and are committed to achieving the company’s goals. Additionally, employees should be dedicated to maximizing customer satisfaction and contribute positively as valuable members of the organization. This research aims to: 1) study the levels of management innovation, corporate reputation, job satisfaction, organizational commitment, and good membership behavior of employees in low-cost airlines in Thailand. 2) Examine the influence of management innovation, corporate reputation, job satisfaction, and organizational commitment on good membership behavior in low-cost airlines in Thailand. 3) Develop a model for good membership behavior in low-cost airlines in Thailand. The study employs a mixed-methods approach combining quantitative and qualitative research. In the quantitative phase, the sample consists of 280 employees from low-cost airlines in Thailand. The sample size was determined by using the 20-to-1 rule for observation variables and was selected through a multi-stage random sampling technique. Data were collected using questionnaires and analyzed using Structural Equation Modeling (SEM). In the qualitative phase, in-depth interviews were conducted with 20 key informants, including employees and experts from low-cost airlines in Thailand. The study results indicate that: 1) Management innovation, corporate reputation, job satisfaction, organizational commitment, and good membership behavior of employees in low-cost airlines in Thailand are all at high levels. 2) Management innovation, corporate reputation, job satisfaction, and organizational commitment significantly influence the good membership behavior of employees in low-cost airlines in Thailand at the 0.05 level. 3) The developed good membership behavior model for employees in low-cost airlines in Thailand named the IRSC Model. Additionally, the qualitative results show that in order to foster good membership behavior in low-cost airlines, airline operators must manage with corporate governance principles to enhance the organization’s image. They should also disseminate useful information through digital channels, utilize digital platforms to facilitate the exchange of ideas, and allow employees to provide feedback freely. This will help strengthen the organization’s development and improve operational effectiveness. The findings of this research can be applied as a policy guideline for future business operations, promoting good membership behavior among employees of low-cost airlines in Thailand.