Antecedents Affecting on Service Marketing Mix toward the Decision Making in Selecting Domestic Routes of Low Cost Airlines among Passengers in Chiang Mai Province, Thailand
This quantitative study aimed to 1) study the importance of antecedents affecting on service marketing mix toward the decision making in selecting domestic routes of low cost airline among passengers in Chiang Mai Province, Thailand and 2) examine the antecedents affecting on service marketing mix toward the decision making in selecting domestic routes of low cost airline among passengers in Chiang Mai Province, Thailand. The samples were employed with 400 international airport passengers in Chiang Mai. Data were analyzed using descriptive statistics for percentage and standard deviation, and the inferential statistics to analyze the relationship of antecedents affecting decision making using Multiple Regression with Enter method.
The study found that promotion is the first importance of priority, followed by process, place / distribution channel, people/ employees, physical evidence, price and final rank was product. The results of multiple regression analysis revealed that promotion was the most influential factor, followed by the physical evidence, process, and products / services with the statistical significance at 0.01level. As the antecedents of price, place / distribution channel and personnel/ employees had no significant impact on the decision to choose for low cost airline services.
Keywords - Antecedents, Service Marketing Mix, Decision Making, Low Cost Airlines, Domestic Routes