Assessing passengers' buying behavioral intentions toward low cost carriers in Thailand
2
Issued Date
2024
Copyright Date
2019
Resource Type
Language
eng
File Type
application/pdf
No. of Pages/File Size
viii, 67 leaves: ill.
Access Rights
open access
Rights
ผลงานนี้เป็นลิขสิทธิ์ของมหาวิทยาลัยมหิดล ขอสงวนไว้สำหรับเพื่อการศึกษาเท่านั้น ต้องอ้างอิงแหล่งที่มา ห้ามดัดแปลงเนื้อหา และห้ามนำไปใช้เพื่อการค้า
Rights Holder(s)
Mahidol University
Bibliographic Citation
Thesis (M.B.A. (Business Modeling and Development))--Mahidol University, 2019
Suggested Citation
Chawannuch Wungrotjanarut Assessing passengers' buying behavioral intentions toward low cost carriers in Thailand. Thesis (M.B.A. (Business Modeling and Development))--Mahidol University, 2019. Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/99446
Title
Assessing passengers' buying behavioral intentions toward low cost carriers in Thailand
Author(s)
Advisor(s)
Abstract
Thailand aviation industry is rapidly growing due to the increasing number of passengers. A volume of low cost airlines' passengers' significantly increases each year. Most of low cost airlines' revenue in Thailand is from Don Mueang international airport, the largest low cost carriers'airport in Thailand. The major low cost airlines such as Thai Air Asia, Nok Air, and Thai Lion Air use Don Mueang international airport as their hubs. The purposes of this research were to find out factors that influence passengers' buying behavioral intention toward low cost airlines in Thailand by examining relationship between factors and behavioral intention and to test the expansion of theory of reasoned action model (TRA). This research adopted a quantitative method by using questionnaire surveys and structural equation modeling method to test the hypotheses. Four hundred questionnaires were given to low cost airlines' passengers at Don Mueang international airport. The research finding showed that passengers choices' of flying with low cost airlines are influenced by airline service quality, uncertainty avoidance via attitude, individual attitude, subjective norm, and airline ticket price. It is hoped that the study results could assist low cost airlines to enhance their business strategies in order to engage and attract more customers by focusing on airline service quality and uncertainty avoidance to increase passengers' positive attitudes toward low cost airlines.
Description
Business Modeling and Development (Mahidol University 2019)
Degree Name
Master of Business Administration
Degree Level
Master's degree
Degree Department
International College
Degree Discipline
Business Modeling and Development
Degree Grantor(s)
Mahidol University