Quality of Management of the Low-Cost Airlines Operating in Thailand
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Abstract
This research aims 1) to study the passenger behaviours of low-cost airlines and 2) to investigate the quality of the management of the low-cost airlines operating in Thailand. The research is quantitative approach by employing the questionnaire survey to collect the data from the research samples: the passengers of low-cost airlines operating in Thailand, by investigating through the marketing mix theory (7Ps). Research samples were reached by accidentally sampling of non-probability sampling at Suvarnabhumi International Airport (BKK) and Don Mueang International Airport (DMK). Statistics used to analyze data include descriptive statistics, i.e., frequency, percentage (%), mean (x̄), and standard deviation (S.D.).
The research results revealed that most passengers flew with the low-cost airlines for their holidays or leisure, about 1-2 times a year, on weekends or public holidays. These passengers selected the low-cost airline by themselves, no influencer, bought the tickets on the airlines' official websites and paid for a credit card. Overall, most passengers evaluated the quality of management of low-cost airlines operating in Thailand at the highest level (x̄ = 3.65, SD = 1.11). They specifically rated the airline staff or personnel at the highest level (x̄ = 4.13, SD = 0.69). On the contrary, the passengers evaluated the promotion as the lowest quality of management among the other marketing mix factors; however, it was still at a high level of quality (x̄ = 3.74, S.D = 0.8).
Article Details
เนื้อหาและข้อมูลในบทความที่ลงตีพิมพ์ในวารสารบัณฑิตสาเกตปริทรรศน์ ถือเป็นข้อคิดเห็นและความรับผิดชอบของผู้เขียนบทความโดยตรงซึ่งกองบรรณาธิการวารสาร ไม่จำเป็นต้องเห็นด้วย หรือร่วมรับผิดชอบใด ๆบทความ ข้อมูล เนื้อหา รูปภาพ ฯลฯ ที่ได้รับการตีพิมพ์ในวารสารบัณฑิตสาเกตปริทรรศน์ ถือเป็นลิขสิทธิ์ของวารสารบัณฑิตสาเกตปริทรรศน์ หากบุคคลหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนหนึ่งส่วนใดไปเผยแพร่ต่อหรือเพื่อกระทำการใด ๆ จะต้องได้รับอนุญาตเป็นลายลักอักษรจากวารสารบัณฑิตสาเกตปริทรรศน์ ก่อนเท่านั้น
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