Digital Integrated Marketing Communication Strategies Affecting Consumers’ Decision Making on Using Services of Private Hospitals in Khon Kaen

Abstract

          The objectives of this research are as follows: (1) to study the influence of integrated marketing communication via digital media on the decision to use private hospital services in Khon Kaen Province; (2) to study the influence of the process on decision-making. Use the service (5A) to make decisions about using private hospitals in Khon Kaen and (3) to propose integrated marketing communication strategies through digital media of private hospitals in Khon Kaen

          The research tool was a questionnaire collected data from the sample group. A total of 450 people who had used private hospital services in Khon Kaen were analyzed using descriptive statistics such as percentage, frequency, mean and standard deviation. Inferential statistics such as Simple Regression and Multiple Regression were used to analyze the relationship between independent variables and dependent variables.

         The results of the study found that (1) the sample group had opinions on integrated marketing communication via digital media in all 5 areas, namely Digital Advertising, Digital Personal Selling, Digital Sale Promotion, Digital Publicity and Public Relations and Digital Direct Marketing are at the agree level (2) The sample group focused on the process of making a decision to use the service (5A's) of private hospitals in Khon Kaen Province in 5 aspects, namely Aware, Appeal, Ask, and Advocate. At a high level, the action (Act) was at the highest level. (3) The hypothesis test result. It was found that the factors of integrated marketing communication via digital media had a statistically significant influence on the decision to use private hospital services in Khon Kaen Province at the 0.05 level. Digital Personal Selling, Digital Sale Promotion, and Digital Direct Marketing are factors that influence the decision to use the hospital service. And, the process factor (5A's) of private hospitals in Khon Kaen had a significant influence on the decision to use private hospitals in Khon Kaen Province. The statistical significance was at the 0.05 level as well. The aspect of Aware, Appeal, Ask and Act were the factors influencing the decision to use private hospitals in Khon Kaen Province. with statistical significance at the 0.05 level