dc.contributor.advisor | Pratoom Rerkklang | th |
dc.contributor.author | Sureerak Wongtip | th |
dc.date.accessioned | 2022-02-07T08:13:57Z | |
dc.date.available | 2022-02-07T08:13:57Z | |
dc.date.issued | 2016 | th |
dc.identifier.other | b193221 | th |
dc.identifier.uri | https://repository.nida.ac.th/handle/662723737/5463 | th |
dc.description | Thesis (Ph.D. (Communication Arts and Innovation))--National Institute of Development Administration, 2016 | th |
dc.description.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. | th |
dc.description.abstract | 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. | th |
dc.description.abstract | 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. | th |
dc.description.abstract | 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. | th |
dc.description.provenance | Made available in DSpace on 2022-02-07T08:13:57Z (GMT). No. of bitstreams: 0
Previous issue date: 2016 | th |
dc.format.extent | 221 leaves | th |
dc.format.mimetype | application/pdf | th |
dc.language.iso | eng | th |
dc.publisher | National Institute of Development Administration | th |
dc.rights | This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License. | th |
dc.subject.other | Communication in marketing | th |
dc.subject.other | Marketing | th |
dc.subject.other | Customer relations | th |
dc.title | The pattern of integrated marketing communications in building customer relationship in government training organizations, private training organizations and university training centers in Thailand | th |
dc.type | Text | th |
mods.genre | Dissertation | th |
mods.physicalLocation | National Institute of Development Administration. Library and Information Center | th |
thesis.degree.name | Doctor of Philosophy | th |
thesis.degree.level | Doctoral | th |
thesis.degree.discipline | Communication Arts and Innovation | th |
thesis.degree.grantor | National Institute of Development Administration | th |
thesis.degree.department | The Graduate School of Communication Arts and Management Innovation | th |
dc.identifier.doi | 10.14457/NIDA.the.2016.79 | |