The pattern of integrated marketing communications in building customer relationship in government training organizations, private training organizations and university training centers in Thailand

Abstract

The research The Pattern of Integrated Marketing Communications in Building Customer Relationship in Government training organizations, Private training organizations and University Training centers aims to study integrated marketing communications in building customer relationship, its effectiveness in government training organizations, private training organizations and university Training centers in Thailand, and to specify the forms of integrated marketing communications used by the three types of training organizations.

This is a mixed-method research. In Stage 1, qualitative research was conducted by in-depth interview 9 people who are the executive of training organizations or personnel related to training in order to study integrated marketing communications in building customer relationship in government training organizations, private training organizations and university Training centers in Thailand. In Stage 2, quantitative research was conducted on the effectiveness of integrated marketing communications in building customer relationship by using a sample group of 420 people. In Stage 3, qualitative research was created to specify the pattern of integrated marketing communications in building customer relationship in government training organizations, private training organizations and university Training centers in Thailand and create acceptance by in-depth interview with 2 experts on training and integrated marketing communication and 2 experts in the training business.

The main facts found in the results of the qualitative research are: the process of communications, the pattern, the purposes, the obstacles of integrated marketing communications in Thailand, as well as how the customers make their decision to use the training services, how to use integrated marketing communications to attract new customers and build customer loyalty of government training organizations, private training organizations and university Training centers in Thailand.

As for the effectiveness of integrated marketing communications in building customer relationship government training organizations, private training organizations and university Training centers in Thailand, it was found that most customers of the three types of organizations are female of 31-35 years old, with highest level of education in Bachelor Degree. Most of them are employees of private companies in operational positions, with personal monthly income between 20,000- 40,000 Baht. Most customers of public and private training organizations have used the training services for about 1-2 years. Most customers of educational training organizations have used the training services for less than 1 year. The main objective of participating in training course is to increase knowledge in what they have not known before. Most customers of public training organizations are exposed to search engine more than other kinds of media. Customers of government training organizations, private training organizations and university Training centers in do not have many differences in their attitude to integrated marketing communications in building customer relationship, their level of relationship with training organizations and loyalty toward training organizations. Furthermore, the media exposure of customers correlates to their loyalty to training organizations. Customer’s attitude to training organizations correlates to customer loyalty to training organizations. Their attitude to integrated marketing communications correlates to customer loyalty to training organizations.