Factors affecting the image of Thai AirAsia during the Coronavirus Pandemic

Abstract

The objective of the study were: 1) to study the personal factors of Thai AirAsia passengers during the Coronavirus Pandemic, 2) to study the factors affecting the image of Thai AirAsia during the Coronavirus Pandemic, and 3) to compare the factors affecting the image of Thai AirAsia according to the personal factors of Thai AirAsia passengers during the Coronavirus Pandemic. A sample was selected from passengers who have used the service of Thai AirAsia during the Coronavirus Pandemic. The researcher had determined a sample group of 246 people. The sample of this research was drawn from the accident sampling. The research instrument was a questionnaire and the data was analyzed by using frequency, percentage, mean, S.D., t-test, f-test and LSD The results were shown that the most representative group is female (51.6%), aged between 20 – 30 years old (49.0%), single status (59.3), educational level is grade 12 (15.9%), working as student (45.9%) and monthly average income is 10,000 – 20,000 Baht (51.2%). Overall’s factors affecting of the image of Thai AirAsia during the Coronavirus Pandemic was ranked at high level, its average is 4.36. To consider each aspect, the representative group highly agreed with the factor of products, its average is 4.46, the factor of Staff, its average is 4.45, the factor of place, its average 4.39, the factor of environment, its average is 4.38, the factor of service, its average is 4.36 and the factor of promotion, its average is 4.14 relatively. The hypothesis testing was shown that the different personal factors; 1) sex, 2) age, 3) marital status, 4) educational level, 5) occupation, and 6) income have different effect on the factors affecting the image of Thai AirAsia.