THE MARKETING FACTORS AFFECTING REPEAT SERVICE IN DOMESTIC LOW-COST AIRLINES OF THAI PASSENGERS IN PATTAYA CITY, THAILAND

Nopearrnund Peanmunkung

Amornteb Intasorn

Thanoo Saowaros

Faculty of Business Administration, St Theresa International College, Thailand

*Corresponding Author, Email: cathay@stic.ac.th

Abstract

Since 2002, Thailand has operated under the “Open Sky Policy”, by reducing various restrictions on the transport of goods and passengers by air. This is an important factor giving rise to low-cost airlines, as a result, travelling by planes increased in popularity, and the competition in the aviation business sector increased. Therefore, the researcher would like to study the service marketing mix (7P’s) which affects the repeat service behavior of Thai passengers who opts for low-cost airlines on domestic flights. This will be used to formulate guidelines for developing a strategic marketing plan that best meets the needs of customers. Data collection was performed using 400 sets of questionnaires and the samples were selected using the Accidental Sampling method. The results showed that the service marketing mix factors (7P’s) had an effect on the repeat service behavior of domestic low-cost airlines customers. The price factor is the first factor affecting the repeat service behavior, since the majority of passengers are attentive towards the ticket price, ensuring that the prices are appropriate to the current economic conditions. Passengers’ opinions on the ‘price’ factor were at a high level (X = 4.13, SD = 0.83), followed by employees. Most passengers value the service provided by flight attendants, that they are polite, cheerful, and entirely willing to assist the passengers. Passengers’ opinions on the ‘people’ factor were at a high level (X = 4.11, SD = 0.81). Passengers also dedicate their attention to available methods of purchasing tickets that tickets can be purchased through a wide variety of channels, such as on the internet. Passengers’ opinions on the ‘place’ factor, or distribution channels, were at a high level (X = 3.93, SD = 0.85). In terms of the marketing factor ‘promotion’, it was found that most passengers focus on low-cost airlines with ongoing promotional campaigns. Passengers’ opinions on the ‘promotion’ marketing factor were at a high level (X = 3.90, SD = 0.75). Regarding process, most passengers pay attention to the convenience and a wide variety for check-in procedures available, such as counter check-in and internet check-in. Passengers’ opinions on the ‘process’ factor were at a high level
(X = 3.89, SD = 0.64). In terms of products and services, it was found that the majority of passengers mainly focus on low-cost airlines with a diverse selection of flight routes. Passengers’ opinions on the ‘product’ and service factors are at a high level (X = 3.87,
SD = 0.71). Regarding physical evidence, it was found that most passengers focus on the fact that the numbers of airline check-in counters are sufficient for the number of passengers. Passengers’ opinions on the ‘physical evidence’ factor were at a high level (X = 3.14,
SD = 0.74), respectively.

Keywords: Marketing Factors, Repeat Service, Domestic Low-Cost Airlines, Thai Passengers