Airlines’ Strategic Response to COVID-19 Pandemic: A Case Study of Thai Air Asia

Abstract

The COVID-19 pandemic significantly disrupted the world aviation industry. In order to pass through this difficulty, each airline reacted or responded to the crisis differently. Thai Air Asia is one of the badly affected airlines but never stop its efforts in continuing all the operations. There are new products and services that Thai Air Asia created and offered to the passengers during the pandemic. The purpose of this research is to study Thai Air Asia’s strategic response to the COVID-19 pandemic by having the 7Ps marketing mix theory as a principle. Data collection are firstly from in-depth interviews with two groups of participants, passengers and employees, and secondly from a Thai Air Asia publication transcribing. When referring to the 7Ps marketing mix theory, the result shows Thai Air Asia’s capability in business continuation as well as the increase in passenger and employee’s satisfaction during the COVID-19 pandemic.