THE RELATIONSHIP BETWEEN CONSUMER SATISFACTION OF AIRLINE “A” AND THE LEVEL OF PURCHASING INTENTION ON FLIGHT MEAL OF INTERNATIONAL ROUTE (THAI-VIETNAM)

Abstract

          This research was aimed to study the relationship between passengersatisfactions of the Airline “A”, international flight (Thailand - Vietnam) and the
purchasing intention on in- flight meal. The sample was 400 passengers from consumingin-flight meals. The research instrument used for collecting data was the questionnaire. The descriptive statistics as applied in this study were percentage, mean and standard deviation. Chi-square test was used to test the hypotheses. The study revealed that mostly passengers of the international flight (Thai-Vietnam) were females, age 31-40 year-old, having a bachelor’s degree, working in the private companies and government sectors, with monthly income 40,001-50,000 baht and they mostly have marital status.
          The result of hypothesis testing found that the satisfaction of passengers of airline “A” in international flight (Thailand - Vietnam) in terms of food service, physical environment and service processes are correlated with the degree of purchasing intention on in-flight meals.