Factors that influence the decision to use a low-cost airline: A case study of Thai Vietjet Airline.

Abstract

The objectives of this research were to study; 1) Travel behavior of passengers who decide to use Thai Vietjet Airline. 2) Marketing mix factors in customers' perspectives affect Thai passengers' decision to choose Thai Vietjet Airline. 3) The decision level of Thai passengers to choose Thai Vietjet Airline. This was quantitative research. The sample population is 323 Thai passengers who use Thai Vietjet Airline. The sample size was calculated by the formula of W.G. Cochran and simple random was used. The research is a questionnaire and uses descriptive statistics for data analyzing included: mean standard deviation: S.D., and hypothesis testing by multiple regression.

          The result showed; 1) The passengers of Thai Vietjet Airline travel for tourism purposes and travel once a year, mostly travelling between 1-10 and travelling between 6:00 AM - 12:00 PM. 2) The marketing mix factor in the overall customer perspective is at a high level = 3.88, S.D. = .661. 3) Thai passengers' decision to use Thai Vietjet Airline overall was at a high level = 3.79, S.D. = .713. Marketing mix factors in terms of convenience, marketing communication, completion, the cost to the customer, and customer value. There was a co-influence in predicting the decision level of using Thai Vietjet Airlines by 51.70% with a statistically significant level of 0.05.