A Study on the 8P’s Marketing Mix Factors Between Thai Airways and Bangkok Airways Affecting Customer Decision-Making Behavior

Abstract

At present, the aviation industry plays an important role in the economy and in connecting travel both domestically and internationally. Thailand has several airlines for consumers to choose from, such as Thai Airways and Bangkok Airways, which offer different service models and marketing strategies. Passengers’ decisions to use airline services are often influenced by the Service Marketing Mix, or the 8P’s, which include Product, Price, Place, Promotion, People, Process, Physical Evidence, and Performance.

This research aims to study the 8P’s marketing mix factors that influence passengers’ decision-making behavior when choosing between Thai Airways and Bangkok Airways. The study employed a quantitative research method, collecting data through questionnaires from 456 university students in Bangkok who had experience using both airlines. The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation.

The results revealed that the factor with the greatest influence on airline selection was Price, followed by Place (distribution channels) and People (personnel), respectively. The factor with the least influence was Product. The findings indicate that student consumers place high importance on price value, the convenience of ticket booking, and the quality of service provided by airline staff.

The results of this study can be used as a guideline for airlines to develop their marketing strategies, enhance their competitive capabilities, and effectively respond to the needs of passengers.