A Study of the Efficiency of Integrated Marketing Communications and Decisions to Participate in Marketing Activities of the GSB Instant Debit Card Case Study: GSB Branch Phaholyothin

Abstract

A Study of the Efficiency of Integrated Marketing Communications and Decisions to Participate in Marketing Activities of the GSB Instant Debit Card Case Study: GSB Phaholyothin Branch. Data collection tools are questionnaires and in-depth interviews. The sample is Customers hold the GSB Debit Card Instant There were 360 people who came to use the service at the Phaholyothin Branch, Interviewed 5 executives and employees, 10 customers who had participated in Marketing Activities, and 10 customers who had never participated in Marketing Activities. The data was analyzed by using percentage; Mean, Standard Deviation and hypothesis testing are Independent-Sample T-test F-test, One-way variance and analysis of multiple regression analysis and linear regression analysis using coefficients. The reason why integrated marketing communications are unsuccessful, The participants in marketing activities did not meet their expectations. Caused by four main reasons, which are personal, integrated marketing communications, employees, and marketing activities. A solution to the problem is Method 1: Training branch employees for increase service skills, The introduction of debit card Method 2: Increase public relations channels by developing the bank's application MyMo to be able to notify and show details of marketing activities; and Method 3: Improve Marketing Communication Strategies by Increasing Advertising Through Online Media Channels Advertising billboards at BTS, MRT, and shopping malls. In summary, the results of the hypothesis test is the demographic characteristics of sex, age, occupation, and average monthly income were different too, assessing the decision to participate in marketing activities were different too at statistical significance is 0.05. Integrated marketing communications of advertising, sales by employees and public relation. There was a correlation with the decision to participate in marketing activities at statistical significance is 0.05. Customer relationship management useful service suggestions and communication with customers. There was a correlation with the decision to participate in marketing activities at statistical significance is 0.05.