Marketing Mix and Service Quality Affecting Customer’S Decision Selected Service Low Cost of Thai Lion Air at Donmueang International Airport

Abstract

This independent study is objective for (1) to study demographic factors affecting customer’s decision selected service low cost of Thai Lion Air at Don Mueang International Airport. (2) to study marketing mix factors affecting customer choice low cost of Thai Lion Air at Don Mueang International Airport. And (3) to study service quality factors affecting customer’s decision selected service low cost of Thai Lion Air at Don Mueang International Airport. The population used in the research is customer of Thai Lion Air. The sampling by convenience sampling. The researchers use the questionnaire as a tool to store data from a sample group. Number of 400 people data analysis uses descriptive statistics, including frequency, percentage, mean, and standard deviation, and uses of the inferential statistics, including Independent Sample t-test f-test and multiple regression analysis.

The research found that the majority of survey respondents were female, which were 208 people. Age between 21-30 years, which were 165 people. Bachelor's degree, which were 271 people. Single status, which were 212 people. Career civil servant / state enterprise, which were 163 people. And the average revenue per month more thsn 30,001 baht, which were 210 people. The respondents have opinions on marketing mix is at the high level, service quality is at the highest level and customer’s decision selected service low cost of Thai Lion Air at Don Mueang International Airport is at the highes level. Service quality is at the highest level.

The research found that

1) Demographic factors of sex, education and career affecting customer’s decision selected service low cost of Thai Lion Air at Don Mueang International Airport. It had statistical significance level of 0.05.

2) Marketing mix factors, which were product, price, place and promotion affecting customer’s decision selected service low cost of Thai Lion Air at Don Mueang International Airport. It had statistical significance level of 0.05

3) Service quality which were reliability, responsiveness, assurance and tangibles affecting customer’s decision selected service low cost of Thai Lion Air at Don Mueang International Airport. It had statistical significance level of 0.05.