Service quality, in terms of customer perception, arises from a comparison of what customers expect businesses should offer with the service performance they perceive ( Parasuraman et al, 1988). To maximize customer satisfaction, companies should know which service elements are important to customers and try to provide good quality service with appropriate proportions of these elements. According to the ranking of thirteen important attributes of low-cost airlines (Choon 2008), online questionnaires were specifically conducted to understand Thai customers' expectations towards each of the main components of domestic low-cost airlines in Thailand (Appendix x). The questionnaires were answered by 80 Thai respondents who include personal information in terms of geographic and product consumption as follows: - About 52% of them are women and 48% are men - About 79% of them are between 23 and 30 years old, which is an age range for university students and new employees - 78% of them have low to medium income (less than THB 50,000 per month) - 75% of them they were taking Nor Air and 55% of its users took Nok Air between 2 and 5 times. - Most respondents choose low-cost airlines for leisure purposes at 69%. Summarizing the results of the questionnaire, as well as customers' expectations from low-cost airlines, the main service components of low-cost airlines can be grouped into four types of service components based on the potential to satisfy. and dissatisfied (Lockwood, 1994). According to the main research findings, there are four apparent problems regarding the service components of low-cost airlines that should be improved when comparing between customers' expectations of service quality and the actual level of service. . ..... middle of paper ......popular and tourist routes are becoming more frequent, especially during periods of high demand like weekends and holidays. However, this adjustment may affect operational processes and costs that Nok Air needs to worry about.Works CitedMarketline, 2009. Airlines in Asia-Pacific: Industry Profile. Available at: http://www.marketlineinfo.com/library/DisplayContent.aspx?D=airline+industry&Ntx=mode%2bmatchall&Ntk=All&Nty=1&Ntt=airline+industry&N=210+4294669542 Datamonitor.Parasuraman, A, Zelthaml, VA ET Berry LL, 1985. A conceptual model of service quality and its implications for future research. Journal of Marketing, 49, pp.41-50. Doganis, R., 2006. The Airline Business. 2nd ed. Oxon: Routledge. Gillen, D. and Lall, A. 2004. Competitive advantage of low-cost carriers: some implications for airports. Journal of Air Transportation Management, 10, pp.. 41–50.