The Mediating Role of Marketing Innovation in Linking Airline Service Factors and Purchase Intention among Elderly airline passengers in the Next Normal Era
DOI:
https://doi.org/10.14456/tft.2026.4คำสำคัญ:
Marketing Innovation, Airline Services, Elderly Airline Passengers, Purchase Intention, Structural Equation Modelingบทคัดย่อ
This study examines how marketing innovation in the airline industry mediates the relationship between service factors in airline services and purchase intention in airline services among elderly airline passengers in the Next Normal era. Elderly passengers have become an important group in the aviation industry. However, there is still limited empirical evidence explaining how service attributes are linked to behavioral intention through innovation. A quantitative approach was employed using purposive sampling to collect data from 400 Thai passengers aged 60 years and above at Suvarnabhumi International Airport. Structural Equation Modeling (SEM) was applied to analyze the proposed relationships.
The findings revealed that service factors significantly influenced marketing innovation (β = 0.907, p < 0.001), while marketing innovation significantly affected purchase intention (β = 0.926, p < 0.001). Bootstrapping analysis further confirmed that marketing innovation fully mediated the relationship between service factors and purchase intention.
The results suggest that airlines should move beyond traditional service quality by transforming service attributes into innovation-driven experiences through user-friendly digital services, simplified procedures, and supportive service environments for elderly passenger.
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