Satisfaction to marketing communication tools : a case study of business organization of the office of the welfare promotion commission for teachers and educational personal (BOWT)

Abstract

The study is on “Satisfaction to Marketing Communication Tools : A Case Study of Business Organization of the Office of the Welfare Promotion Commission for Teachers and Educational Personal (BOWT)”. The aims of the study were (1) to study the level of exposition on education information as well as the level of satisfaction of marketing communication tools of BOWT, (2) to compare the satisfaction towards marketing communication tools of BOWT among groups with different demographic characteristics and (3) to study the relationship between the exposition of education information and the satisfaction towards marketing communication tools of BOWT. The method of data collection had been carried out through questionnaire survey. The sampling groups consist of 400 teachers, professors and instructors. The findings showed that the sampling groups received information on education at the moderate level. The highest exposition level is on general education information, followed by information on production and distribution of BOWT goods, and general information respectively. The satisfaction towards marketing communication tools in general was rated as “high”. For different marketing communication tools, the highest level of satisfaction was rated on sale representatives who gave any information at the ( ง ) point of purchase of BOWT. The high level was rated on leaflets and catalogues. The low level was rated on newsletter or “Suksapan News” which was sent through postal mails. Moreover, it was found that certain factors include age, level of education, employment duration, office agencies/units, and monthly income affected the satisfaction towards marketing communication tools with statistical significance at 0.05 level. The overall information exposition was in line with the satisfaction towards marketing communication tools at the “high” level. Also, it was found that marketing communication tools through website (www.suksapan.or.th), poster / banner, leaflet / catalogue, newsletter of “Suksapan News”, BOWT training programs and public relation news, affected the exposition of education information in 3 areas i.e. general education information, production and distribution of BOWT products, and other general information. The marketing communication through sale representatives of BOWT affected the exposition of education information in 2 areas i.e. general education information as well as information on production and distribution of BOWT products.