The Impact of Effectiveness Integrated Marketing Communication and Image to Promote Marketing on Competitiveness of the Telecommunications industry. Case Study TOT Company Limited
Abstract
This research aims to 1) study the demographic features to the view of the
competitive potential in telecommunication business in Bangkok Metropolitan Region,
totally 4 sale departments and Metropolitan customer service department. 2) study the
association of the effectiveness of marketing communication mix and corporate image in
order to promote telecommunication business in Bangkok Metropolitan Region, totally 4
sale departments and Metropolitan customer service department. 3) study the association
of corporate image in order to promote and increase its potential to compete in
telecommunication business in Bangkok Metropolitan Region, totally 4 sale departments
and Metropolitan customer service department. and 4) study the association of the
effectiveness of marketing communication mix and competitive potential in telecommunication
business in Bangkok Metropolitan Region, totally 4 sale departments and Metropolitan
customer service department. The Purposive Sampling was selected as a method to figure
out a sample group who was the staff of TOT Public Company Limited in Bangkok. Staff’s
job position were as follows; 1) Customer Service Center Manager 2) Financial
Administrator and 3) Services Administrator, 195 persons in total. The data were collected
by using the questionnaire which was divided into 5 parts. The first part was the general
information of the respondent’s status. The second part was the viewpoint of the marketing
communication mix. The third part was the viewpoint of the corporate image in order to promote marketing. The fourth part was the viewpoint of the competitive potential in
telecommunication business. And the fifth part was the closed-ended questions of the
problem and solutions. This research was using descriptive statistics to analyze such as
frequency, percentage, average, SD (Standard Deviation), t-test, One way ANOVA and
Pearson‘s Correlation Coefficient analysis as hypothesis testing.
Collections
- Theses [30]