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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/5479

Title: The Influence of Passenger Attitudes, Passenger Behavior and Pricing Strategy Towards Decision to Choose a Low-Cost Carrier In Thailand
Authors: Yasumando Situmorang
Keywords: Passenger Attitudes
Passenger Behavior
Pricing Strategy
Low-Cost Carrier
Issue Date: 19-Jul-2023
Abstract: This study has the purpose to examine the factors that influence passengers towards their decision to choose a low-cost carrier in Thailand. The three independent variables of this study are passenger attitude, passenger behavior and pricing strategy. The sub-variables of passenger attitude are perceived value and perceived service. The sub-variable of passenger behavior are reason of travel and advance booking. The sub-variable of pricing strategy are promotion and airline ancillary. The dependent variable of this study is the decision to choose a low-cost carrier in Thailand. Quantitative research was used for the collection of data for this research. A survey of 202 people are conducted in Bangkok to test the hypotheses. The online questionnaires were sent out and collected from the correspondent which comprises multiple-choice questions for demographic data and a five-point Likert scale for questions regarding both independent and dependent variables. The data analysis methods used were descriptive statistics and multiple linear regression analysis. The result of this survey supported all the hypotheses, where there was relationship between passenger attitude, passenger behavior and pricing strategy towards passenger decision to choose a low-cost carrier in Thailand, which might help the carriers with necessary strategies to attract more customers.
Description: Independent Study(M.B.A.)--Graduate School, Bangkok University, 2021
Advisor(s): Suthinan Pomsuwan
URI: http://dspace.bu.ac.th/jspui/handle/123456789/5479
Appears in Collections:Independent Studies
Independent Studies - Master

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