How e-commerce influences the service consumption : a case study of Thai Airway's e-booking for the Thailand-UK route | |
| Author | Wannuchanad Cheakaew |
| Call Number | AIT RSPR no.SM-06-69 |
| Subject(s) | Thai Airways Electronic commerce--Thailand Airlines--Reservation systems--Thailand |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-06-69 |
| Abstract | Many e-commerce principles were pioneered in the airline industry and thousands of passengers use the information available on the Internet for both holidays and business trip. By consolidating product information from many airline suppliers, global distribution systems created a marketplace with close-to-perfect information regarding schedules and fares. Hence the growth of this technology has tempted many airlines including Thai Airways to implement the used of e-commerce as their infrastructure. This study examined how e-commerce encourages the consumer to consume the product or service, i.e. Thai Airways product route between Thailand and UK. The investigation was taking into account the consumer behaviour in relation to their buying decision using the online services. The findings were based on the electronic questionnaire design enabling to correlate to consumer behaviour theory with the branded product (Thai Airways). The results obtained from this study indicate that ecommerce is a new trend of shopping online and satisfy to consumers in such the way that it provides a much more convenient way of purchasing the product. It also provides an easy way to access to the information. The most beneficial to consumers is the bargain airfare which influenced the consumers on the consumer decisionmaking process. Thai Airways is a strong brand, with a very good reputation in the airline industry for years. Together with the development of Information Technology, it is believed that the e-commerce can enhance their. sell toward e-booking. |
| Year | 2006 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Tang, John C.S.; |
| Examination Committee(s) | Sununta Siengthai ;Dimmitt, Nicholas J. ; |
| Scholarship Donor(s) | RTG Fellowship; |
| Degree | Research Studies Project Report (M. BA.) - Asian Institute of Technology, 2006 |