Marketing strategies for building brand for international airlines at Suvarnabhumi airport, Thailand

Abstract

The research of this study is aimed at: 1) study the brand awareness of the customer (International airlines) of Suvanabhumi airport. Namely Full Service Airlines, Cargo Airlines and Charter Airlines; 2) study the brand perception of the airlines (Pre and Post) and 3) provide recommendations for marketing strategies for brand building of Suvarnabhumi Airport.

It is mixed method research; qualitative and quantitative by in depth interviews and by set of questionnaire. All respondents are the people who work with the international airlines at Suvarnabhumi Airport.

The results of the study are as follows: study the brand awareness of the customer (International airlines) of Suvanabhumi airport. Passenger Flight Airline Staff Suvarnabhumi Airport expresses great Thai culture (72.0 percent), Cargo Flight Airline Staff Suvarnabhumi Airport is a star alliance airport (88.9 percent), Charter Flight Airline Staff Suvarnabhumi Airport is a warm and convenient airport (94.4 percent). Study the brand perception of the airlines (Pre and Post) Pre Image toward Suvarnabhumi Airport Suvarnabhumi Airport before using the services at a moderate level (X = 3.40). Post Image toward Suvarnabhumi Airport Suvarnabhumi Airport after using the services at a high level (X = 3.58). Provide recommendations for marketing strategies for brand building of Suvarnabhumi Airport. Marketing Strategies for Building Brand of Suvarnabhumi Airport for International Airlines is to be able consisting of quality of image, quality of services from international airline employees who are the customers of Suvarnabhumi Airport. The communication of marketing model focuses on experienced services to the customer and provides Thai identity representing as Thai culture.