SERVICE MARKETING MIX FACTOR AND CONSUMER BEHAVIOR OF THE LOW-COST AIRLINES

Abstract

Abstract— The purpose of this research to study attitude towards marketing mix and consumer behavior of the passengers of low-cost airlines service. This study employed by quantitative research and the questionnaire was used to collect the data from 385 sampled of the passengers who have ever used the low-cost airline services. The descriptive statistics shown that the respondents had attitudes of the marketing mix of low-cost airlines included products and services, prices, place, promotion, personnel, process and physical evidences at the high level. The results revealed that the attitude of the marketing mix of the low-cost airline services including product, price, place, promotion and process had related to the consumer behavior on the aspects of duration of service and frequency of service. While, the service marketing mix factors of the low-cost airline services in the aspect of personnel and physical evidence had not related to the consumer behavior on the aspects of duration of service and frequency of service.