THE INFLUENCE OF SERVICE MARKETING MIX TOWARDS THAI PASSENGERS’ PURCHASING MEAL ON LOW-COST CARRIERS
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Abstract
This quantitative research article aimed to 1) Examine the levels of the service marketing mix and in-flight meal purchasing behavior among Thai passengers using low-cost carriers; 2) Compare in-flight meal purchasing behavior across different demographic backgrounds of Thai passengers; and 3) Investigate the influence of the service marketing mix on in-flight meal purchasing decisions among Thai passengers. A convenience sampling technique was employed to collect data from Thai passengers with prior experience of traveling on low-cost carriers. A total of 629 valid questionnaires were obtained for analysis. Descriptive statistics, including frequency distribution, percentage, mean, and standard deviation, were used to describe the data, while inferential statistics comprised one-way analysis of variance (ANOVA) and multiple linear regression analysis. The findings revealed that
1) Thai passengers perceived the overall service marketing mix of in-flight meal services on low-cost carriers at a relatively high level, and their in-flight meal purchasing behavior was also at a relatively high level; 2) Thai passengers with different ages, average monthly incomes, and experiences with different low-cost carriers demonstrated significantly different in-flight meal purchasing behaviors at the 0.05 level; and 3) The service marketing mix exerted a statistically significant influence on in-flight meal purchasing decisions among Thai passengers at the 0.01 level (R = 0.87, R2 = 0.75). Specifically, place, people, physical evidence, and productivity were identified as key determinants influencing passengers’ decisions to purchase in-flight meal. The results provide valuable strategic implications for low-cost carriers in developing and improving in-flight meal services that align with the behavioral patterns and expectations of Thai passengers who are working-ages or have high monthly incomes. Such strategic service design can contribute to increasing ancillary revenue while enhancing passengers’ overall air travel experience in a sustainable manner.
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References
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