THE INFLUENCE OF PERCEIVED IMAGE AND MARKETING MIX (7Ps) ON GENERATION Y PASSENGERS’S SATISFACTION WITH LOW-COST AIRLINES

Abstract

This research aimed (1) to study the perceived brand image and marketing mix (7Ps) on the usage behavior of Generation Y passengers, and (2) to analyze the influence of the marketing mix (7Ps) factors on the repurchase intention of Generation Y passengers. The study employed a quantitative research approach using a questionnaire as the data collection instrument. The sample group consisted of 400 Generation Y passengers at Don Mueang and Suvarnabhumi Airports. The questionnaire demonstrated high reliability with a Cronbach’s alpha coefficient of 0.95. The data were analyzed using multiple regression analysis.

           The results revealed that Generation Y passengers’ perception of the image of low-cost airlines was at a high level. Similarly, their overall satisfaction with the marketing mix (7Ps) was also at a high level. The results of the multiple regression analysis showed that the marketing mix factors significantly influenced their satisfaction. Among these, physical evidence and process were the most influential factors on passengers’ intention to reuse the airline services, with statistical significance at the 0.05 level. The findings of this study highlight the theoretical significance of confirming the role of the marketing mix model (7Ps) in influencing repeat service usage behavior among Generation Y passengers, who represent a key consumer group in the aviation industry. This research provides practical implications for low-cost airline operators in designing marketing strategies and improving service quality, particularly in enhancing facilities and service processes to create positive experiences and encourage repeat usage. Ultimately, these outcomes contribute to competitive advantage and the sustainable development of the aviation industry in the future.