Service Marketing Mixes Factors Affecting Consumer’s Decisions for Choosing Low-Cost Airline in Udon Thani Province, under Covid 19 Condition

Abstract

The objectives of the research were 1) to study the demographic factors including gender, age, marital status, level of educational attainment, occupation, and average monthly income affecting consumers’ decision making for choosing low-cost airline in Udon Thani province during Covid 19 condition, and 2) to study the service marketing mixes factors affecting consumers’ decision making for choosing low-cost airline in Udonthani province during Covid 19 situation.  The data were collected through the questionnaires from 390 respondents. The statistical were frequency, percentage, mean, standard deviation, and testing hypothesis by Independent Sample t-test, One-Way ANOVA and multiple regression analysis.

The research found out that 1) the different demographic factors including gender, age, marital status, level of educational attainment, occupation, and average monthly income affected to the decision making for choosing a low-cost airline in the Covid-19 condition, 2) the services marketing mix factors affected on decision making for choosing a low-cost airline in the Covid-19 condition were product, price, channel of distribution, promotion, service process, people and physical environment, which had a statistically significant level of .05. When considered each factor, it was found that services marketing mix factors in all aspect were positive affected to the decision making for choosing a low-cost airline in the Covid-19 situation, which had a statistically significant level of .05. and the highest aspect was the price followed by service process, promotion, channel of distribution, people, physical environment and product.