Title: The Application of the Theory of Planned Behavior to Passergers’ Behavioral Intentions In-flight Meal – A Case Study of Spring Airlines
Author: Huang Gehan
Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: นำเสนอในที่ประชุมวิชาการ (Conference) The 1st Thailand-Sino International Conference and The 17th National and International Academic Conference “New Quality Productive Forces and Sustainable Innovation” 14-16 November 2024 (pp.459-471) Click PDF
Abstract
Based on globalization and the rapid development of the service industry, individual airlines have followed the trend of continuous progress. Spring Airlines, as part of the low-cost carriers (LCC), is expanding its business scope, and the number of passengers has also increased substantially. With the increase in environmental awareness and the spread of green consumption concepts, the purchasing behavior of in-flight meals has gradually come under scrutiny.
Taking Spring Airlines as a case study, this study aimed to explore the influencing factors of in-flight meal behavioral intentions of passengers’ based on the theory of planned behavior and constructed a research model containing the variables of behavioral attitudes, subjective norms, perceived behavioral control, and behavioral intention. Quantitative research methods were used to deeply analyze the influence of each factor on customers’ behavioral intention through questionnaire data collection and statistical analysis methods.
The study’s results showed that behavioral attitudes, subjective norms, and perceived behavioral control all had a significant positive effect on passengers’ behavioral intentions. This study suggested several strategies to optimize in-flight meal services for Spring Airlines. Recommendations include by deepening insights into passenger demand, reinforcing the positive brand image by integrating the concept of environmental protection, and optimizing marketing tools, Spring Airlines, and similar airlines could comprehensively improve the quality of their in-flight meal services to meet the diverse needs of passengers, enhance satisfaction and loyalty, and at the same time promote the sustainable development of the airline industry.
Keywords: Spring Airlines, in-flight meals, Theory of Planned Behavior, behavioral intentions.
5717190050, Huang Gehan , Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, สารนิพนธ์ (Independent Study), The Application of the Theory of Planned Behavior to Passergers’ Behavioral Intentions In-flight Meal – A Case Study of Spring Airlines , นำเสนอในที่ประชุมวิชาการ (Conference), The 17th National and International Academic Conference 2024, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย
