Effectiveness of Integrated Marketing Communication to Create a Positive Image for Spa Business
Patcha Wongthimarat
Abstract
This study attempted [1] to study personal factors inluencing perception of the integrated marketing communication, [2] to study the types of spa business inluencing perception of the integrated marketing communication, [3] to study the customer behaviors in spa business inluencing perception of the integrated marketing communication, [4] to study the integrated marketing communication inluencing eficiency of the integrated marketing communication, [5] to study the effectiveness of the integrated marketing communication strategy inluencing the creation of a positive image for spa business. The samples were 400 spa customers in Udonthani Province and 17 entrepreneurs of spa business. The employed research instrument was a rating scale questionnaire, which was tested for reliability and validity. The statistics used for data analysis were frequency, percentage, mean, standard deviation, F-test, and Multiple Linear Regression. The indings revealed that [1] personal factors had an inluence on the perceptions of the integrated marketing communication,[2] types of spa business had an inluence on the perceptions of the integrated marketing communication media, [3] customer behaviors had an inluence on the perceptions of the integrated marketing communication media, [4] the integrated marketing communication had an inluence on the effectiveness of the integrated marketing communication at 42.7% for promotion and 48.2% for customer relationship management, and [5] the effectiveness of the integrated marketing communication had an inluence on creating a positive image for spa business at 28.9%.
Keyword : spa business, integrated marketing communication, effectiveness of the integrated marketing communication, image.
