Factors Affecting the Decision to Selecting Service of Full Service Airlines on International Routes in the New Normal Era of Generation Y and Generation Z

Abstract

The objectives of this study were 1) to study personal factors affecting the decision to choose full-service airlines on international routes in the new normal era of generation y and generation z, 2) to study the relationship of service-related behavior and factors affecting the selection of full-service airlines on international routes in the new normal era of generation y and generation z, 3) to study the marketing mix factors affecting the decision to use full-service airlines on international routes in the new normal era. This research uses quantitative research with an online questionnaire as a tool for collecting sample data. A method of selecting a specific sample of 400 peoples by analyzing the data with the statistical package. The statistical values used in the data analysis were frequencies, percentage, mean, standard deviation and inferential statistics. The results are the following.

The research results found that: most of the respondents were female. They held a Bachelor’s degree and were office workers whose monthly incomes were around 15,001 – 30,000 baht. From the hypothesis testing, it was found that 1) there are statistically significant differences at a level of 0.05 in the opinion level of passengers with different demographic characteristics. 2) there are statistically significant differences at a level of 0.05 in the opinion level of passengers with different service behavior. The average and standard deviation of the factors influencing the decision to choose a full-service airline, and the New Normal international routes of the generation y and generation z groups in each area are at the highest level. The average can be sorted as follows: People, Products, Process, Physical Evidence, Place, Price, and Promotion.