STUDY OF CAUSAL FACTORS INFLUENCING THE DEVELOPMENT OF A MARKETING INNOVATION MODEL 5.0 TO ENCOURAGE REPEAT USAGE AMONG GEN Y CUSTOMERS OF LOW-COST AIRLINES IN THAILAND
Keywords:
Causal Factors, Marketing Innovation Model 5.0, Return to Use The Service Again, Gen Y, Low Cost Airlines, Innovative MarketingAbstract
This research aimed to study the factors affecting the needs of Suvarnabhumi International Airport users. The researcher used a questionnaire to collect sample data by having the sample answer the questionnaire directly or answer the questionnaire via Google Form by random sampling 400 people who have used Suvarnabhumi International Airport by accident. The research instrument was a questionnaire. The data analysis used descriptive statistics, including percentage, mean, and standard deviation, and tested the hypothesis by multiple regression analysis at the statistical significance level of .05.
The research results found that the factors that affect the needs of Suvarnabhumi International Airport users showed the mean and standard deviation and the interpretation of the level of needs found that the overall picture of the factors that affect the needs of Suvarnabhumi International Airport users was at a high level, with an average of 3.72. When separated into each aspect, it was found that the overall picture of the service aspect was at a high level, with an average of 4.12, the overall picture of the product (airport) was at a high level, with an average of 3.81, the overall picture of the flight rate was at a high level, with an average of 3.44, and the overall picture of the environment was at a high level, with an average of 3.41, respectively. The hypothesis testing found that all 4 aspects of the factors that affect the use of services by users at Suvarnabhumi International Airport, with the service aspect being second to the product (airport), the flight rate aspect, and the environment aspect, respectively. In addition, the coefficient of determination (R2 = 0.587) showed that the factors that affect the service aspect were second to the product (airport), the flight rate aspect, and the environment aspect, accounting for 58.7 percent. The remaining 41.3 % were due to other variables.
References
กมลฉัตร ยมภักดี. (2561). กลยุทธ์การตลาดของธุรกิจสายการบินต้นทุนต่ำสำหรับผู้ใช้บริการกลุ่ม Gen Y ในเขตกรุงเทพมหานคร. กรุงเทพฯ: มหาวิทยาลัยศิลปากร.
กรมสุขภาพจิต. (2560). รายงานภาวะสังคม ไตรมาส 2/2560. สืบค้น 26 มกราคม 2567, จากhttp://social.nesdb.go.th/ รายงานภาวะสังคมQ2-2560_final_243.pdf
กัลยา วานิชย์บัญชา. (2549). สถิติสำหรับงานวิจัย (พิมพ์ครั้งที่ 2). กรุงเทพฯ: สำนักงานพิมพ์จุฬาลงกรณ์มหาวิทยาลัย.
ธนกร สิริสุคันธา และสุทธินันท์ พรหมสุวรรณ. (2560). ความสัมพันธ์ของคุณภาพบริการ การรับรู้คุณค่า ภาพลักษณ์สายการบินและความพึงพอใจของลูกค้า ที่ส่งผลต่อการตั้งใจซื้อบริการสายการบินต้นทุนต่ำในประเทศไทย. วารสารมหาวิทยาลัยราชภัฏยะลา, 12(2), 1-16.
Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: Free Press.
_____. (1996). Building strong brands. New York: Free Press.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
Jacoby, D. & Kyner, D. B. (1973). Brand loyalty vs. repeat purchasing behavior. Journal of Marketing Research, 10(1), 1-9.
Kotler, P. & Armstrong, G. (2014). Principle of Marketing (15th ed.). New Jersey: Prentice Hall.
Kotler, P. (2021). Marketing 5.0: Technology for humanity. Model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
Naeem, M. et al. (2023). A step-by-step process of thematic analysis to develop a conceptual model in qualitative research.
International Journal of Qualitative Methods, 22, 1–18.
Parasuraman, A. et al. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Journal of MCU Social Science Review
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
In order to conform the copyright law, all article authors must sign the consignment agreement to transfer the copyright to the Journal including the finally revised original articles. Besides, the article authors must declare that the articles will be printed in only the Journal of MCU Journal of Social Sciences. If there are pictures, tables or contents that were printed before, the article authors must receive permission from the authors in writing and show the evidence to the editor before the article is printed. If it does not conform to the set criteria, the editor will remove the article from the Journal without any exceptions.
