Marketing Factors of Thai Airways Affecting on the Selection of Services During The COVID-19 Pandemic of the Working-Age Populations in Bangkok

Abstract

This research studies about the marketing factors of Thai Airways affecting decision-making in the selection of services during the COVID-19 crisis of the working-age population in Bangkok. The objective of this research is to study about the marketing factor of Thai Airways and the decision factor in the selection of services during the COVID-19 crisis of the working-age population in Bangkok. The online questionnaire was the main tool for collecting the data from 400 working-age population in Bangkok. Using these data to calculate the value of descriptive statistic which are the value of mean ,percentage ,and standard deviation by t-test and f-test and regression. The result has proven that the personal factors are not affect to the decision of the working-age population who used to travel with Thai Airways. Product ,price ,place ,promotion ,process ,people , and physical evidence factors statistically significant affect the behavior of using services, Thai Airways International Public Company Limited during COVID-19 pandemics at a leve lof 0.05.