Passenger’s Satisfaction Towards the U-Tapao (Rayong-Pattaya) International Airport Marketing Mix

Abstract

The objective of this research is to study the satisfaction of the passengers concerning the U-Tapao (Rayong-Pattaya) International Airport marketing mix. Data collected from questionnaires with 400 random searched persons. Analyzed by using statistics, percentage, mean, standard deviation and inferential statistical analysis which are Independent sample T – Test and One - Way ANOVA, with statistic significant at 0.05

It is found from the research that most of the questionnaire respondents are females at the age of 21-30 years old, single, Bachelor’s degree with an income of ฿10,001 – 20,000 per month, mostly are students or passengers, using the services at U-Tapao Rayong-Pattaya International Airport. The overall level of satisfaction on the mix marketing is at a high level (¯x=3.60; S.D = 0.65), in the aspect of Personnel, the satisfaction level is at (¯x=3.81; S.D= 0.72), in the aspect of Place (¯x=3.76; S.D = 0.79), Product is at (¯x=3.73; S.D = 0.77), Pricing is at (¯x=3.72; S.D = 0.73), Physical Evidence (¯x=3.69; S.D = 0.83), Promotion (¯x=3.68; S.D = 0.78), and Process (¯x=2.83; S.D = 0.56) accordingly. Upon testing the hypothesis, it is found that the passengers using the services at U-Tapao Rayong-Pattaya International Airport of demographic characteristics, including gender, age, monthly income and career, having statistically significant of satisfaction at 0.05.

Keywords: Satisfaction; Mix Marketing; U-Tapao (Rayong-Pattaya) International Airport