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Attitude and Needs of Thai People in Selecting Domestic Low-Cost Airlines

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Author(s): Sittichai Charoensettasilp | Chong Wu

Journal: American Journal of Industrial and Business Management
ISSN 2164-5167

Volume: 03;
Issue: 02;
Start page: 178;
Date: 2013;
Original page

Keywords: Domestic Low-Cost Airline | Attitude and Needs of Thai People | Service Marketing Mix

ABSTRACT
This research studies about attitude and needs of Thai people in selecting domestic low-cost airlines. 400 randomly selected samples include Thai people living in Bangkok and used to travel by airlines. Research methodology includes random convenience sampling technique that use questionnaire to gather data. At significance level of 0.05, demographic factors including gender, age, education level, monthly income, and occupation do not affect attitude and needs of Thai people in selecting domestic low-cost airlines. However, service marketing mix (7P’s) influence attitude and needs of Thai people in selecting domestic low-cost airlines. Place mostly affects attitude and needs of Thai people in selecting domestic low-cost airlines, following by Product, People, Process, and Physical Evidence which demonstrate similar ranking, while Price and Promotion are among the bottom ranking.
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