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Factors affecting the decision of purchasing domestic flight tickets of Thai Airways: Case Studies of Bangkok - Chiang Mai Routing |
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| รหัสดีโอไอ | |
| Creator | Narongphon Chanlongbutra |
| Title | Factors affecting the decision of purchasing domestic flight tickets of Thai Airways: Case Studies of Bangkok - Chiang Mai Routing |
| Publisher | Faculty of Management Science Nakhon Pathom Rajabhat University. |
| Publication Year | 2564 |
| Journal Title | Journal of Management Science Nakhon Pathom Rajabhat University |
| Journal Vol. | 8 |
| Journal No. | 1 |
| Page no. | 174-186 |
| Keyword | decision making, airline, Thai Airways |
| URL Website | https://so03.tci-thaijo.org/index.php/JMSNPRU/issue/view/16821 |
| Website title | https://so03.tci-thaijo.org/index.php/JMSNPRU/index |
| ISSN | 2392-5817 |
| Abstract | The objective of this research project is to study the demographic factors and service marketing mix factors which affect the decision of purchasing domestic flight tickets of Thai Airways, Bangkok - Chiang Mai. In which the researchers collected data using questionnaires survey from 400 samples of those people who have purchased and travelled with Thai Airways on domestic flight, Bangkok - Chiang Mai. These samplings were collected by convenience sampling technique through a questionnaire-based survey. As the analysis included Percentage, Mean, Standard Deviation, t-test, one-way ANOVA and Multiple Regression Analysis. The study found that 1. A study of the relationship between demographic factors and the decision of purchasing domestic flight tickets of Thai Airways, Bangkok - Chiang Mai found that careers is statistically different significance at the level of 0.05. 2. The study base on service marketing mix factors (7Ps) which affect the decision of purchasing domestic flight tickets of Thai Airways, Bangkok - Chiang Mai, the research findings were shown that Product, Price and Personnel are statistical significance at the level of 0.05. The multiple regression equation was shown as follows: Y = 0.776* + 0.392X1** + 0.112X2** - 0.004X3 + 0.050X4 + 0.228X5** + 0.039X6 - 0.019X7 From This equation, the marketing mix factors (Product, Price and Personnel) will be predicted the decision of purchasing domestic flight tickets of Thai Airways, Bangkok - Chiang Mai with the percentage of 21.50. |
