พฤติกรรมของผู้บริโภคในจังหวัดเชียงใหม่ในการเลือกช่องทางการจัดจำหน่ายบัตรโดยสารเครื่องบินภายในประเทศ

Abstract

This study aimed to examine behavior of consumers in Chiang Mai province towards choosing channels to purchase domestic air tickets. Sample of this study divided into two groups. First, consumers in Chiang Mai who purchased domestic air tickets from 6 airlines which are Thai Airways International, Bangkok Airways, AirAsia, Nok Air, Thai Lion Air and Kan Air to fly domestic flights from Chiang Mai International Airport in July-August 2014 for 300 samples. Second, airlines’ and travel agents’ staffs who work in airline’s sale counter at Chiang Mai International Airport, travel agents’ staffs, airline’s sale office in town or department stores and convenience store’s staffs for 32 samples. The sampling method is quota sampling technique based on frequency and amount of passengers in each airlines. The data was collected by using questionnaires and analyzed by descriptive statistics. The study found that the majority of the respondents were women, ages 30-39 years old, being the business employee, frequently flying with AirAsia and booked the ticket via airline website. The frequency in travelling domestic flights were not over 3 times annual, bought tickets 3 months prior departure date, expected in the lowest fare when comparing with another ticketing channels, following social media such as Facebook, Twitter, LINE Official Account for the airline news and promotions, making the ticketing channels decision and payment by themselves, booked the ticket via airline website from convenient cause and paid by credit card at point of purchase, making online transactions at home or residence and feeling easy for online booking. The passenger who booked the ticket via Airline Channels needs firm and reliable services than the passenger who booked the ticket via Travel Agents and need more information from another one for choosing ticketing channels. Young respondents aged below 40 years old need convenient service and lowest fare, choosing the ticketing channels by themselves. The marketing mix factor affecting towards choosing channels to purchase domestic air tickets, Product factors that are important to the decision to purchase tickets through various channels, is comfortable, easy access. Price Factors that are important to the decision to purchase tickets through various channels is cheaper than other channels. Factors on the distribution channel / service location. With a focus on purchasing tickets through various channels is variety of ticketing and payment channels. Promoting factors that are important to the decision to purchase tickets through various channels is No more Admin or Service Fee. People factors that are important to the decision to purchase tickets through the various channels are Airline or Agency Staffs answer the question correctly. Process factors that are important to the decision to purchase tickets through various channels is simple, fast, no waiting. Physical Evidence and Presentation Factors are important to the decision to purchase tickets through various channels, the atmosphere is relaxed. Problems and Suggestions to improve the services of the channel ticketing is to improve the service by adding more channels online. And improve relations with the channels, such as Call Center or Live Chat support team ready to assist both clients and service providers.