The factors affect passenger’s purchasing decision of a low-cost airline ticket in Thailand during COVID-19 pandemic crisis

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Published: Jun 29, 2023
Keywords:
COVID-19 pandemic crisis Low-cost airline ticket Marketing factors Psychological factors Purchasing decision

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Chayanin Ratchusanti
Marketing and Management, Mahidol University
Phathranit Kitthitinan
Department of Business Administration, Chiang Mai Rajabhat
Sudarat Saengkeaw
Department of Business Computer, Chiang Mai Rajabhat
Jermkhun Ratchusanti
Department of Business Administration, Chiang Mai Rajabhat

Abstract

The crisis of COVID-19 pandemic has become a very crucial situation affected every industry, especially airlines and passengers purchasing behavior. This research aims at marketing mix (7Ps) and psychological factors, which influence to the passenger’s purchasing decision towards low-cost airline tickets. The quantitative research was conducted by using the online questionnaire. The data of 412 respondents was collected and analyst by using Binary logistic regression and Independent-samples t-test. The result shows influences of factors consisted of people (β =7.486), promotion (β =5.357) and psychological factors (β =4.857) to decision making on buying ticket travel respectively. In addition, there are different satisfaction during passengers who fly 6-11 times/year and more than 12 times/year.  Airline carrier should create a medium that makes it easy for customers to understand the process and communicate it to the customers in a variety of channels. Passengers are concern more on safety, and likely to select products or services based on behavioral and attitudinal factors rather than simply price.

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How to Cite
Ratchusanti, C. ., Kitthitinan, P. ., Saengkeaw, S. ., & Ratchusanti, J. . (2023). The factors affect passenger’s purchasing decision of a low-cost airline ticket in Thailand during COVID-19 pandemic crisis. Journal of Management Science and Communication, 2(1), ุ63–78. retrieved from https://so07.tci-thaijo.org/index.php/jmsc_journal/article/view/1957
Issue
Vol. 2 No. 1 (2023): JOURNAL OF MANAGEMENT SCIENCE AND COMMUNICATION
Section
Researh article
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