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Abstract

This research aimed to study the factors affecting behavior of user and to learn about problems to use of Domestic Air Cargo-Shipping Service: A case of Chiang Mai International Airport. The study sample was collected from 400 samples of customers who were used of Domestic Air Cargo-Shipping Services at Chiang Mai International Airport. The analysis includes an examination of general and information and marketing mix factors. Questionnaires were used to collect data and data was analyzed using descriptive statistics and Logit Model with Maximum Likelihood Estimates and marginal effect technique. Analysis of the data by descriptive statistics revealed that most sample were mainly in the business of transportation. The using objective for business and trades. Most favorite of products that respondents sent were handicraft, vegetables, fruits and fresh food. The main reason for using the air cargo service was convenient and fast. It was also found that the results were consistent with the Service Marketing Mixes theory (7Ps). That was 7Ps has an affecting to use the Domestic Air Cargo-Shipping Service. Due to 7Ps factors those customers rated average at high level for the factors namely price, people, product, place, process, physical evidence, and promotion. The average score of the problem to use Domestic Air Cargo-Shipping Services at Chiang Mai International Airport indicated rather led problem. However, the top three problems were that First, Don’t have information about fright routes, destination station with less and the employees have delay service.