Marketing Mix Factors Influencing Toward an Attitude Passenger on Servicing of Low Cost Airlines

Abstract

This research aimed to investigate marketing mix factors influencing an attitude of a passenger on servicing of low-cost airlines. This research is quantitative by convenience sampling and sampling groups are composed of 400 samples of passengers at Donmuang airport in Bangkok.  Data collected by using a questionnaire and analyzed using descriptive reliability between 0.9398 to 0.9809 with inferential statistics and the structural equation model (SEM).  The result showed that the most of passengers were male between 21-30 years old married having bachelor degree employing in a company with an income between 20,001-30,000 baht.  According to the most level overall of sampling groups relating to the marketing mix factors (x̄=3.93).  At firstly, the channel of distribution (x̄=4.06) the second, marketing promotion (x̄=3.99) price (x̄=3.98) service staff (x̄=3.91) product as same as a process (x̄=3.89) and the last, physical characteristics (x̄=3.81)  the behavior of the sample group had a high level of opinions overall (x̄=3.97) the first was a decision (x̄=4.03) followed by demand (x̄=3.99) and the last was communication (x̄=3.90).  The sample group had attitude overall, at a high level (x̄=3.95). The first was satisfaction (x̄=4.05) followed by the quality of service (x̄=3.91) and the last was the service (x̄=3.88) and the findings reveal that marketing mix factors are directly and path coefficient as 0.439* (DE=0.439*) significantly 0.05 (P<0.05).