The Factors Affecting Passenger's Low-Cost Airline Ticket Purchasing Decision in Thailand Durind COVID-19

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Chayanin Ratchusanti
Phathranit Kitthitinan
Sudarat Saengkeaw
Jermkhun Ratchusanti

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The crisis of COVID-19 pandemic has become a very crucial situation affecting every industry, especially airlines and passengers purchasing behavior. This research aims at the marketing mix (7Ps) which influences the passenger’s purchasing decision towards low-cost airline tickets. The quantitative research was conducted by using an online questionnaire. The data of 412 respondents was collected and analysed using Binary logistic regression and Independent-samples t-test. The result has shown influences of factors consisted of people (β =7.486), promotion (β =5.357) to decision making on buying tickets respectively. In addition, the different satisfaction results between passengers who fly 6-11 times/year and more than 12 times/year was observed.  Airline carriers should create a medium that makes it easier for customers to understand the process and to communicate it to the customers by a variety of channels. Passengers are more concerned about safety, and likely to select products or services based on behavioral and attitudinal factors rather than simply price.

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