FACTOR IN DECISION TO USE LOW COST AIRLINE SERVICE BETWEEN DONMUANG INTERNATIONAL AIRPORT TO GUANGZHOU, CHANGCHA AND CHONGQING ROUTE, PEOPLE'S REPUBLIC OF CHINA

Abstract

     This research aimed to study marketing mix factors affecting the selection of low-cost airline services on the route between Don Mueang International Airport and use as a guideline for planning development. The flying route is to and from between these city-Guangzhou City, Changsha and Chongqing, and People's Republic of China. The population is Thai passengers who fly low-cost airlines such as Thai AirAsia and Thai Lion Air. The quota sampling method was used to calculate four-hundred passengers by the population size formula of Cochran. The sample was divided into two groups; 200 Air Asia Airlines passengers and 200 passengers of Thai Lion Air Airline. The results indicated that the decision to use the service on safety is at the bottom, therefore promotion and ensuring confidence for travel safety should be embedded in the plan. The airfare and price of food and beverages on the plane, service fee should be adjusted to meet competitors’ prices. The location and channels for ticket purchasing are critical aspects for passengers to make decision for purchasing tickets. The marketing strategy should be focused on follow up, service terms and conditions, promotion, discounts on tickets price. The check-in agents and flight attendants should be knowledgeable, understanding of the product and airline's services, and able to explain the passengers. The test should be administered regularly to examine staff for good personality. The decision for using the service for booking and purchasing tickets can decrease by improving the process to be quicker and more reliable. Lastly, equipment, facilities, and overall appearance inside airplane should be cleaned and check for safety regularly.