Factors Affecting the Decision to Choose the Service of Airasia for Domestic Routes During the COVID-19 Situation of the Population in Bangkok

Abstract

The objectives of this study were (1) to study the differences of personal factors affecting the decision to choose AirAsia airline on domestic routes during the COVID-19 epidemic situation, (2) to study the relationship of service-related behavior and factors affecting the selection of AirAsia airline on domestic routes during the COVID-19 epidemic situation of population in Bangkok. This research uses quantitative research with an online questionnaire as a tool for collecting sample data. A method of selecting a specific sample of 430 peoples by analyzing the data with the statistical package. The statistical values ​​used in the data analysis were frequencies, percentage, mean and Standard Deviation (S.D.). The results are the following. The results of the research found that: most of the respondents who had used AirAsia domestically live in Bangkok, were males, aged 21-30 years, marital status, bachelor's degree or equivalent Occupation of employees or employees of a private company and the average monthly income is 15,001 - 30,000 baht. The behavior of using Thai AirAsia in the situation of the COVID-19 epidemic, in general, is at a low level. and factors affecting the selection of AirAsia for domestic services during the COVID-19 situation of the respondents were high level. The averages were arranged in descending order as follows: Health Awareness, Confidence in the airline, In terms of flight routes and government travel measures, Customer relationship management, The fare is more expensive. and Airline technology. The factors affecting the decision to use AirAsia for domestic routes during the COVID-19 situation were related to behaviors related to decision-making in choosing Thai AirAsia as follows: More expensive fare factor. Health Awareness Factors flight path factor and Customer relationship management factor respectively.