Marketing mix factors (7Ps) affecting thai passengers' decision to use domestic airlines service at suvarnabhumi airport

Abstract

The research objective was to study the market mix factors (7Ps) that affect the decision to use the domestic airline service of Thai passengers at Suvarnabhumi Airport. The population used in the study was Thai passengers that used four domestic airlines at Suvarnabhumi Airport namely Thai Airways, Thai Smile Airways, Bangkok Airways, and Vietjet Airlines. The sample number was 100 passengers per airline, or a total of 400 people. The statistics used in the data analysis were percentage, mean, standard deviation, mean difference analysis (One-way ANOVA) and multiple regression analysis. The study results found that most of the passengers who used domestic airlines focused on the overall marketing mix factor (7Ps) at Very Important level. That affected the overall decision to choose the domestic airline service at Very Important level. The hypothesis testing revealed that the different demographic factors in terms of gender, age, status, educational level, and average monthly income affected the selection of domestic airlines differently. Marketing mix factors (7Ps) on products, physical evidence, and process affected the selection of domestic airlines at a statistically significant level of 0.05.