The Influence of Service Marketing on Foreign Senior Passengers’ Perceived Value at An Airport in Thailand

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Chanoksuda Chumnanont, Paithoon Monpanthong


Introduction: The consequences of the demographic transition of people worldwide have resulted in a large number of senior citizens, about 1 out of 6 of the world population or approximately 703 million worldwide .Significant changes are taking place in the structure of tourism participants.

Objectives: To explore the relationship between the Service Marketing Dimensions (SMDs), including servicescape, service encounters, retail experience, self-service technology, and the Perceived Value (PV) of the senior passengers at Suvarnabhumi Airport

Methods: The quantitative method was employed with the questionnaires with the 380 foreign senior passengers aged 55 and above who used the service in the departure terminal at Suvarnabhumi Airport were chosen as the study sample. The data was analyzed through descriptive statistics, Amos Version, Confirmatory Factor Analysis (CFA), and Structural Equation Modelling (SEM).

Results: The findings revealed a significant positive relationship between servicescape, service encounter, and self-service technology toward perceived value. Whilst the retail experience had no significant impact on foreign senior passengers. As these factors have a significant impact on senior passengers’ value, the results and conclusions are discussed and assisted the airport businesses and service industry to improve the better service quality and gain competitiveness in the aviation industry

Conclusions: From this study, the airport business would be able to identify the vital factors that could affect the perceived value toward the senior population who will become the major targeted group of passengers in the aging society

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