Analysis of Marketing Strategies of Low-Cost Airline Business After the Spread of the COVID-19 Disease in Thailand
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Abstract
This research is Mixed Method Research based on the qualitative and quantitative research which has the objectives for; 1) To analysis the marketing strategy of low-cost airline business after the Coivd-19 pandemic in Thailand. 2) To study the overall satisfaction of the service against the marketing strategy of low-cost domestic airline business in Thailand after the Coivd-19 pandemic. 3) Study and compare passenger opinions on airline marketing strategies after the COVID-19 outbreak. 4) Study the overall of relationship between the marketing strategies of low-cost airlines service in Thailand and satisfaction of the marketing strategies of low-cost airlines service in Thailand after the outbreak of COVID-19. And 5) To suggest the development plan of marketing strategy of low-cost airline business during the emerging disease. This research based on the document study and the sample of this study consist of the low-cost airline passenger 400 subjects. The study tools for this research is 5-rating scale questionnaires and the statistic which using for analysis data are frequency, percentage, mean, standard deviation, t-test, ANOVA comparing analysis and Pearson Correlation. The research found that; 1) The low-cost airline business proceeds by using the marketing tool which integrated marketing communication. This tool is focused on in-depth advertising and public relation by social media. 2) Overall of passenger satisfied is high level. 3) Guideline for development of marketing strategy of low-cost airline business during the emerging disease. The airline should be proceeded the measuring of integrated communication for building the confidence in the service according to advanced service quality standard.
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References
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