7Ps MARKETING MIX AFFECTING THE DECISION MAKING OF THAI CABIN CREW TO UNDERTAKE DOMESTIC TRAVEL ON HOLIDAY
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Abstract
Purpose The purpose of this study was to study 7Ps marketing mix affecting the decision making of Thai cabin crew to undertake domestic travel on holiday.
Methods The samples used in this study were 400 Thai cabin crews at Thai Airways International Public Company Limited and passed the probation period as well as undertook domestic travel on their holiday. This research adopted a convenience sampling technique using questionnaires as a main method to collect data with IOC of 0.91 and coefficient alpha equal of 0.93. Questionnaires were collected at the Thai Airways Operation Center, Suvarnabhumi Airport. The data were conducted through 20 questionnaires each day from Monday to Sunday (10 questionnaires in the morning between 8.00-12.00 and 10 questionnaires in the afternoon between 13.00-17.00). This study also applied statistical data analyses using the frequency, percentage, mean, standard deviation and Multiple Linear Regression with statistical significance at 0.05 to test the hypothesis.
Results Hypothesis testing showed that marketing mix including Price, Place and Promotion had significantly affected the decision making of Thai cabin crew to undertake domestic travel on holiday at statistical level of 0.05.
Conclusion Marketing mix including Price, Place and Promotion had affected the decision making of Thai cabin crew to undertake domesti travel on holiday.
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References
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